JOURNAL OF MANAGEMENT POLICY AND PRACTICE
Strategies for Social Media Use in Nonprofits
Author(s): Katherine Milde, Robert M. Yawson
Citation: Katherine Milde, Robert M. Yawson, (2017)"Strategies for Social Media Use in Nonprofits," Journal of Management Policy and Practice, Vol. 18, Iss. 1, pp. 19-27
Article Type: Research paper
Publisher: North American Business Press
The aim of this paper is to detail the social media engagement efforts used by successful nonprofits and to build on these insights in developing recommendations for effective social media plans to increase the visibility and service areas of public service organizations. The topic of social media use by nonprofits is viewed through a practice lens. Specific campaign activities for becoming distinguished nonprofits are identified. Essential aspects of social media engagement initiatives that translate into public service activities include tying online effort to the mission of the organization, providing for a dedicated person or team to ensure pointed social media efforts integrated into existing strategies, and developing a cost analysis coupled with benchmarks for success. Incorporating the recommendations detailed in this paper may help to expand the reach of otherwise resource-limited public service organizations, and can foster the transition from merely having supporters on paper to working with engaged, committed, and informed volunteers and donors.