Social Media Effectiveness for Public Engagement: An Example of Small Nonprofits

Source: Nonprofit Quarterly

When small activist nonprofits work with social media, they are faced with any number of considerations, including the ways that various constituencies wish to communicate; what those communications might produce in terms of engagement, social action, or donations; how widely used and well suited various platforms of social media are for the task at hand; and how well staff and volunteers understand each medium. On top of that, the basic control mechanisms of the organization may present barriers: Are staff and volunteers trusted as spokespeople as long as their work conforms to a central design or are the number of spokespeople and the message more tightly controlled?

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