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Cases on Strategic Social Media Utilization in the Nonprofit Sector

Book Description

Typically utilized by larger corporations, social media marketing and strategy is lacking in small and medium-sized nonprofit organizations. Although these organizations are beginning to incorporate this form of online communication, there is still a need to understand the best practices and proper tools to enhance an organization’s presence on the web. Cases on Strategic Social Media Utilization in the Nonprofit Sector brings together cases and chapters in order to examine both the practical and theoretical components of creating an online social community for nonprofit organizations. The technologies discussed in this publication provide organizations with the necessary cost-effective tools for fundraising, marketing, and civic engagement. This publication is an essential reference source for practitioners, academicians, researchers, and advanced-level students interested in learning how to effectively use social media technologies in the nonprofit sector.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
  7. Preface
    1. WHY EXAMINE SOCIAL MEDIA UTILIZATION IN THE NONPROFIT SECTOR?
    2. PURPOSE OF THIS BOOK
    3. POTENTIAL USES AND INTENDED AUDIENCE
    4. ORGANIZATION OF THE BOOK
    5. EXAMINING THE POTENTIAL OF SOCIAL MEDIA IN THE NONPROFIT SECTOR
    6. REFERENCES
  8. Acknowledgment
  9. Introduction
    1. DEFINITION OF SOCIAL MEDIA
    2. BRIEF HISTORY OF SOCIAL MEDIA
    3. THE USE OF SOCIAL MEDIA IN NONPROFITS
    4. BENEFITS OF USING SOCIAL MEDIA IN NONPROFITS
    5. CHALLENGES OF USING SOCIAL MEDIA IN NONPROFITS
    6. THE ORGANIZATION OF THIS BOOK
    7. CONCLUSION
    8. REFERENCES
  10. Section 1: Social Media Utilization and Fundraising
    1. Chapter 1: Social Media in Crisis
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. APPENDIX
    2. Chapter 2: Peer-to-Peer Fundraising Success
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. APPENDIX A: PAWS WITH A CAUSE DONOR MANUAL (FIGURES 5-17)
      10. APPENDIX B: DONORDRIVE® POLICIES
      11. APPENDIX C: PRESS RELEASE
  11. Section 2: Social Media Utilization and Advocacy
    1. Chapter 3: Social Media as a Tool for Nonprofit Advocacy and Civic Engagement
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. APPENDIX: INTERVIEW PROTOCOL
    2. Chapter 4: Microblogging (Weibo) and Environmental Nonprofit Organizations in China
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. CONTEXT
      5. METHODS
      6. CASE
      7. CONCLUSION
      8. ACKNOWLEDGMENT
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
  12. Section 3: Social Media Utilization and Marketing
    1. Chapter 5: Cat Videos for a Cause
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 6: Creating Brand Ambassadors
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 7: Aligning the Virtual with the Physical
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
  13. Section 4: Social Media Utilization and Organizational Learning
    1. Chapter 8: Developing Social Media Policies
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTES
    2. Chapter 9: Social Media and Civil Society Organizations (CSOS)
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. SOLUTIONS AND OUTCOMES
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  14. Section 5: Social Media Utilization and Organizational Capacity
    1. Chapter 10: Enhancing Organizational Capacity through the Use of Social Media
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. APPENDIX
    2. Chapter 11: Friend Raising
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. CONCEPTUAL/THEORETICAL FRAMEWORK
      4. METHODS
      5. CASE
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTES
  15. Conclusion
    1. WHAT’S ON THE HORIZON
    2. FUTURE AREAS FOR RESEARCH
    3. REFERENCES
  16. Compilation of References
  17. About the Contributors