Social media marketing has proven to be immensely beneficial in providing a mostly free, accessible way to inform people and carry out campaigns. For nonprofits, social media platforms provide a channel to reach large audiences quickly, efficiently, and engagingly. How social media is used by nonprofit organizations – especially medium to small-scale organizations – plays a huge factor in their social media success. This factor can affect followers’ attitudes, perceptions, knowledge, and behavior toward the brand, which consequently affects the engagement level. To better understand how nonprofits use social media, in this study, the researcher will interview social media managers from three nonprofits and consider why Facebook is a popular site for nonprofits and businesses out of all the other platforms that the organizations use.
","abstract_html":"<p>Social media marketing has proven to be immensely beneficial in providing a mostly free, accessible way to inform people and carry out campaigns. For nonprofits, social media platforms provide a channel to reach large audiences quickly, efficiently, and engagingly. How social media is used by nonprofit organizations – especially medium to small-scale organizations – plays a huge factor in their social media success. This factor can affect followers’ attitudes, perceptions, knowledge, and behavior toward the brand, which consequently affects the engagement level. To better understand how nonprofits use social media, in this study, the researcher will interview social media managers from three nonprofits and consider why Facebook is a popular site for nonprofits and businesses out of all the other platforms that the organizations use.</p>","abstract_has_math":false,"creators":["Landers, Tyisha S."],"institution":null,"degree_name":"Communication - Communication Studies Track","degree_level":"Thesis","degree_discipline":"Communication Department","degree_department":null,"school":null,"contributors":["Dr. Ramesh Rao","Dr. Kisum Kim","Dr. Youngrak Park"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2024,"date_issued":"2024-01-01T08:00:00Z","date_published":"2024-01-01T08:00:00Z","updated_at":"2026-07-24T01:44:41Z","subjects":["Social Media","Nonprofit Organization","Facebook","Brand Awareness","Local","Communication"],"languages":["english"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://csuepress.columbusstate.edu/theses_dissertations/518","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Dr. Ramesh Rao","Dr. Kisum Kim","Dr. Youngrak Park"]},{"key":"dc:creator","label":"Author","values":["Landers, Tyisha S."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2024-05-09T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication Department"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Communication - Communication Studies Track"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Social Media","Nonprofit Organization","Facebook","Brand Awareness","Local","Communication"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["english"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://csuepress.columbusstate.edu/theses_dissertations/518"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Social media marketing has proven to be immensely beneficial in providing a mostly free, accessible way to inform people and carry out campaigns. For nonprofits, social media platforms provide a channel to reach large audiences quickly, efficiently, and engagingly. How social media is used by nonprofit organizations – especially medium to small-scale organizations – plays a huge factor in their social media success. This factor can affect followers’ attitudes, perceptions, knowledge, and behavior toward the brand, which consequently affects the engagement level. To better understand how nonprofits use social media, in this study, the researcher will interview social media managers from three nonprofits and consider why Facebook is a popular site for nonprofits and businesses out of all the other platforms that the organizations use.
"]},{"key":"dc:title","label":"Title","values":["\"But Why Facebook?\" Why and How Local Nonprofit Organizations Use Facebook Compared to Other Social Media"]}]}],"canonical_facts":{"dc:contributor":["Dr. Ramesh Rao","Dr. Kisum Kim","Dr. Youngrak Park"],"dc:creator":["Landers, Tyisha S."],"dc:date.available":["2024-05-09T07:00:00Z"],"dc:description.abstract":["Social media marketing has proven to be immensely beneficial in providing a mostly free, accessible way to inform people and carry out campaigns. For nonprofits, social media platforms provide a channel to reach large audiences quickly, efficiently, and engagingly. How social media is used by nonprofit organizations – especially medium to small-scale organizations – plays a huge factor in their social media success. This factor can affect followers’ attitudes, perceptions, knowledge, and behavior toward the brand, which consequently affects the engagement level. To better understand how nonprofits use social media, in this study, the researcher will interview social media managers from three nonprofits and consider why Facebook is a popular site for nonprofits and businesses out of all the other platforms that the organizations use.
"],"dc:identifier":["https://csuepress.columbusstate.edu/theses_dissertations/518"],"dc:language":["english"],"dc:subject":["Social Media","Nonprofit Organization","Facebook","Brand Awareness","Local","Communication"],"dc:title":["\"But Why Facebook?\" Why and How Local Nonprofit Organizations Use Facebook Compared to Other Social Media"],"thesis:degree_discipline":["Communication Department"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["Communication - Communication Studies Track"]},"updated_at":"2026-07-24T01:44:41Z"}