Use of Social Media Marketing Tools by Non-Profit Organizations

3403 Words7 Pages
bulb-icon

Recommended: History of social media essay

Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008). Social media strategies have not replaced the traditions tactics; however, of the 17 communication tactics considered “mandatory,” ten were computer-mediated (Lovejoy and Saxton 2012). The spread of these new media tactics has significantly increased nonprofits’ ability to communicate with clients, volunteers, media outlets, and other stakeholders. Instead of the traditional one-way communication tactics, social media has opened up a two-way dialog that provides an interactive outlet of communication between an organization and those stakeholders (Stengel) while reducing the turn-around rate of communication ... ... middle of paper ... ..., and Action: How Nonprofit Organizations Use Social Media. Journal of Computer-Mediated Communication, 17: 337–353. doi: 10.1111/j.1083-6101.2012.01576.x New service launched to help nonprofits grow. (2009, Apr 16). PR Newswire. Retrieved from http://search.proquest.com/docview/448142814?accountid=13211 Simpson, L. What science can teach you about fundraising, marketing and making social change. Network for Good for nonprofits. Stengel, G. Social media for your nonprofit: Take charge!. Ventureneer. Wright, D., & Hinson, M. (2008). Examining the Increasing Impact of Social Media on the Public Relations Practice. International Public Relations Research, 11, 1-21. Zoomerang; survey: Non-profit organizations not yet adopting new technologies. (2011). Marketing Weekly News, 3149. Retrieved from http://search.proquest.com/docview/851963328?accountid=13211

Show More
Related

  • Discussion Board Forum 1

    660 Words  | 2 Pages

    Cacija, L. N. (2013). Fundraising in the Context of Nonprofit Strategic Marketing: Toward a Conceptual Model. Management: Journal of Contemporary Management Issues, 18(1), 59-78. Retrieved from http://search.proquest.com/docview/1418199977?accountid=12085

    Read More

  • The History of Nonprofit Organizations in America

    1378 Words  | 3 Pages

    The nonprofit sector in America is a reflection some of the foundational values that brought our nation into existence. Fundamentals, such as the idea that people can govern themselves and the belief that people should have the opportunity to make a difference by joining a like-minded group, have made America and its nonprofit sector what it is today. The American "civil society" is one that has been produced through generations of experiments with government policy, nonprofit organizations, private partnerships, and individuals who have asserted ideas and values. The future of the nonprofit sector will continue to be experimental in many ways. However, the increase of professional studies in nonprofit management and the greater expectation of its role in society is causing executives to look to more scientific methods of management.

    Read More

  • My Reflection Of Working With For Profit And Nonprofit Organizations

    771 Words  | 2 Pages

    Throughout this course my paradigms of what a nonprofit organization have been challenged as we have considered the major aspects and leadership challenges of these organizations. Having worked with for profit and nonprofit organizations in the past I was quite confident that I had a clear understanding of the distinctions between the two. I had worked in organizations that regularly used volunteers to accomplish their mission and felt that the management of these processes were simplistic. Despite these misconceptions, I found that I was able to learn a tremendous amount through our reading, peer interactions, group projects and equally important, my volunteer service as part of this course.

    Read More

  • Non profit Organization

    1419 Words  | 3 Pages

    Nonprofit and for-profit businesses have multiple similarities and differences. For-profit organizations are very different from non-profit organizations because the driving goal of a for-profit organization is increasing its revenue whereas a non-profit organization will not go out of business if it suffers financial loss or does not have a bottom-line. The marketing process also differs, with the biggest differentiating factor of profit marketing is to encourage customers to buy and while the nonprofit marketing purpose is usually to encourage people to give. This means that the return on investment differs between the two. Although the principles of marketing remain the same, some of the methods must, of necessity, be different. Because of the intense involvement in the community as well as support from government, agencies non-profit firms should not compete in the same markets as for profit companies nor in anyway position their organization in any way to give the impression that their efforts could be commercial based (Nelson, 2002).

    Read More

  • UFC Media Strategy

    1846 Words  | 4 Pages

    Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.

    Read More

  • Non Profit Marketing

    1024 Words  | 3 Pages

    With these enormous numbers, it is important to know how to market a non-profit effectively in order to stand out among the hundreds of thousands and bring money in to support your cause. Today I will share with you some basic steps on how to choose who to market to, what marketing tools to use, and how to measure your success.

    Read More

  • I Am Making a Difference in My Community

    999 Words  | 2 Pages

    The relationship between young people and nonprofits can be the start of a significant change in our community, and should be a reciprocal and powerful educational experience. An open-minded and encouraging flow of communication between organizations and community members can be the launchpad for the social and environmental change organizations talk about and try for every day. Together, we can make change – not just a semblance of idealism, but reality, as well.

    Read More

  • Social Media Case Study Analysis

    791 Words  | 2 Pages

    Effective communication in an organization is one of the components of its success. Managers are charged with navigating communication obstacles while making every effort to harness its benefits. This onus placed on managers is compounded by organizational advancements and the application of new technologies. One relatively new organizational technology being applied is the use of social media. Social media creates communication issues yet conversely alleviates specific communication barriers by playing several roles within organizations today.

    Read More

  • Coca Cola Social Media Analysis

    1610 Words  | 4 Pages

    Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms

    Read More

  • Social Innovation and Organisational Form

    2786 Words  | 6 Pages

    ... “The Nonprofit Sector: For What and for Whom?” Working Papers of the Johns Hopkins Comparative Nonprofit Sector Project, no. 37. Baltimore: The Johns Hopkins Center for Civil Society Studies, 2000

    Read More

  • Marketing Through Social Media ( Exploratory Essay )

    1058 Words  | 3 Pages

    Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.

    Read More

  • Marketing Usage of Social Media for Customer Engagement: A Wells Fargo Case Study

    1855 Words  | 4 Pages

    Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media.

    Read More

  • Essay On Social Media And Public Relations

    1192 Words  | 3 Pages

    Public Relations has acknowledged public involvement as the most essential factor of the practice since its creation. However, the means and methods of reaching the public remained significantly limited until recently. Over the last decade, public relations has welcomed the use of varied tools, including new media, to further their reach and cultivate relationships with its publics. The term “new media” encompasses a variety of non-traditional methods including social media. Social media has become a significant catalyst in the communication sector of public relations. The pairing of social media and public relations has helped create new opportunities for brands through two-way communication, social case study campaigns, and social sharing.

    Read More

  • Economic Impact Of Social Media

    1741 Words  | 4 Pages

    Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.

    Read More

  • Social Media for Business Communication

    1104 Words  | 3 Pages

    Social media is pertinent in use of communication throughout today’s organizations. There are many social media platforms that allow organizations to convey communication to potential consumers, stakeholders and the public. “It is essential for leaders to integrate these technologies and seek the best way to use social media and networks to the advantage of the business” (Billington, 2012, p.1). Business owners find that keeping up with current technology trends is essential in having a competitive advantage in the market place and having a strict set of standards and strategy is important in quickly adapting to social media trends.

    Read More

More about Use of Social Media Marketing Tools by Non-Profit Organizations

Open Document