"But Why Facebook?" Why and How Local Nonprofit Organizations Use Facebook Compared to Other Social Media

<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>

Name thesis:degree_name

Communication - Communication Studies Track

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Communication Department

Year dc:date.available

2024

Author dc:creator

• Landers, Tyisha S.

Contributors dc:contributor

• Dr. Ramesh Rao
• Dr. Kisum Kim
• Dr. Youngrak Park

• Social Media
• Nonprofit Organization
• Facebook
• Brand Awareness
• Local
• Communication

Language dc:language

english

Repository record dc:identifier

https://csuepress.columbusstate.edu/theses_dissertations/518

OAI identifier oai:identifier

oai:csuepress.columbusstate.edu:theses_dissertations-1520