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Dissertation/Thesis Abstract

Word of Mouse: A Qualitative Study of Nonprofits' Strategies to Create Cyberadvocacy in Iowa
by Bainter, Tracy Ann, Ph.D.(Educ.), Drake University, 2019, 166; 27670164
Abstract (Summary)

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.

Indexing (document details)
Advisor: Gillespie, Catherine
Commitee: Sanders, Arthur, Stilwell, Douglas
School: Drake University
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
Publication Number: 27670164
ISBN: 9781392519721
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