In the current political climate, populated with energized, digital-savvy voters, nonprofit organizations strategically use social media to build support, education, and energy around issues related to their missions. The purpose of this qualitative multiple case study was to explore the intersection of social media and advocacy work by nonprofit organizations to create cyberadvocacy efforts to influence public policy in Iowa. Three nonprofit organizations participated in this study and data were collected through semi-structure interviews, document analysis, and observation for frequency-count. Five themes emerged from the data analysis: (1) organizational culture, (2) social media gatekeepers, (3) social media as a tool, (4) digital supporters, and (5) coalitions. Findings led to several recommendations for social media managers at nonprofit organizations, including to be self-aware, double check your work, consider the audience’s perspective, collaborate with co-workers, connect with colleagues at peer organizations, keep abreast of technology news, and be creative.
|Commitee:||Sanders, Arthur, Stilwell, Douglas|
|Department:||School of Education|
|School Location:||United States -- Iowa|
|Source:||DAI-A 81/6(E), Dissertation Abstracts International|
|Subjects:||Mass communications, Political science, Organizational behavior|
|Keywords:||Advocacy, Cyber advocacy, Digital communication, Nonprofits, Public policy, Social media|
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