After a four year study into social media use and nonprofits one concept in particular has remained prominent: propinquity. Apart from being an interesting word, it also has a meaning beneficial to public relations professionals from the nonprofit sector in terms of social media practice. Propinquity comes from Kent and Taylor’s (2002) dialogic theory and …
Author: drkarensutherland
Three Action Items for Nonprofits on Social Media
After conducting a four-year study exploring social media use in the Australian nonprofit sector, I can suggest three key actions to support public relations professionals:
Facebook content that works
A 21-day content analysis, that I conducted, examining the social media activities of not-for-profit organisations (NFPs) suggested three specific Facebook content categories to generate the greatest positive response from followers. These findings were supported by interviews that I conducted with donors, supporters and volunteers.
Three Things Digital Leaders Do
Over the past few weeks I have had a heap of fun producing videos for a research project at the University of the Sunshine Coast that aim to improve the social media skills of undergrad university students. One of the videos explored three key characteristics of digital leaders that I have identified from my research …