2. Concept #1
Define a nonprofit organization:
Voluntary organization formed to further
cultural, educational, religious,
professional or public service objectives
Describe characteristics of nonprofit
organizations- purpose, membership
and funding
Define social media:
Site such as Facebook, YouTube, and
Twitter which allows individuals and
organizations to participate in online
discussions, connect with others, and
create and share information (Saxton,
2013)
Provide background information- use
of social media by businesses and
organizations for communicating and
connecting with audiences
Nonprofit Organizations and Social Media
3. Concept #2 & #3
Discussing prior research related to
how organizations in general as well
as how nonprofit organizations
specifically are currently using Twitter
Explore Twitter usage in terms of:
Communication strategy
Engagement
Message content
Twitter functions (such as links and
hashtags)
Examine the importance of
relationships between an organization
and the public
Explore how they can be utilized on
social media platforms
How Nonprofits Use Twitter Organization-Public Relationships
4. Concept #4
Define the situational theory of publics:
Examines how individuals can transform into vocal advocates, or active publics
by focusing on three independent variables: problem recognition, obstacles to
participation and involvement with the issue
Provide background information:
How the theory has been used in other social media related studies
Explain how it will inform as well as assist in the analyzation of data
collected during this study
Situational Theory of Publics
