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Foundations' Civic Engagement With Stakeholders: Leveraging Social Media Strategies

Foundations' Civic Engagement With Stakeholders: Leveraging Social Media Strategies

Sarah Maxwell, Julia Carboni
Copyright: © 2018 |Pages: 17
ISBN13: 9781522559665|ISBN10: 1522559663|EISBN13: 9781522559672
DOI: 10.4018/978-1-5225-5966-5.ch002
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MLA

Maxwell, Sarah, and Julia Carboni. "Foundations' Civic Engagement With Stakeholders: Leveraging Social Media Strategies." Innovative Perspectives on Public Administration in the Digital Age, edited by Aroon P. Manoharan and James McQuiston, IGI Global, 2018, pp. 25-41. https://doi.org/10.4018/978-1-5225-5966-5.ch002

APA

Maxwell, S. & Carboni, J. (2018). Foundations' Civic Engagement With Stakeholders: Leveraging Social Media Strategies. In A. Manoharan & J. McQuiston (Eds.), Innovative Perspectives on Public Administration in the Digital Age (pp. 25-41). IGI Global. https://doi.org/10.4018/978-1-5225-5966-5.ch002

Chicago

Maxwell, Sarah, and Julia Carboni. "Foundations' Civic Engagement With Stakeholders: Leveraging Social Media Strategies." In Innovative Perspectives on Public Administration in the Digital Age, edited by Aroon P. Manoharan and James McQuiston, 25-41. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5966-5.ch002

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Abstract

Nonprofit organizations often adopt social media such as Facebook to encourage stakeholders to engage in the organizational mission. Calls to action via social media tend to reach subscribers who “like” or follow the organization via one-way communication. Researching effective approaches to dialogic communication, which asks followers to engage rather than observe, the authors focus on relationship management theory (RMT). RMT stresses organizational-stakeholder dynamic interactions. Using a quantitative modeling approach, the authors examine Facebook posts made by three different types of foundations (community, corporate, and independent) to determine how foundations call for stakeholder engagement. To date, few studies focus directly on types of posts and the response, or lack of response, to organizational messages via social media. Civic engagement requires action on the part of the stakeholder to address social problems. Defining participation and engagement varies by field and types of interaction. This research contributes to literature examining the “digital citizen.”

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