Citation

Auger GA. Public Relat. Rev. 2013; 39(4): 369-376.

Copyright

(Copyright © 2013, Elsevier Publishing)

DOI

10.1016/j.pubrev.2013.07.013

PMID

unavailable

Abstract

Nonprofit organizations contribute to a democratic society by allowing those with diverse opinions to assemble and voice these ideas. Social media has provided an extensive new marketplace in which such organizations can give voice to their ideas. Thus the purpose of this study was to explore and assess the use of social media (Facebook, Twitter, and You Tube) for advocacy by nonprofit organizations with diametrically opposed points-of-view on two social issues, the pro-gun/gun control issue and the pro-choice/pro-life issue.

RESULTS of this study indicate that nonprofit advocacy organizations are using social media to ethically persuade people to their point of view, for the most part through use of one-way communication. Moreover, organizations are using the various social media for different purposes, providing thanks and recognition on Twitter, and soliciting feedback and other two-way communication with stakeholders on Facebook. Use of authority figures to communicate messages is generally reserved for YouTube. (C) 2013 Elsevier Inc. All rights reserved.

Language: en