Social Media And Non-Profit Organizations

Significant aspects of any organization are the methods through which communication occurs. Whether internal or external, organizational communication influences every aspect of an organization, from its structure to its achievements. However, since an organization requires stakeholders, such as customers, supporters, donors, volunteers, or even the media, the methods through which an organization addresses its publics are paramount. Communicating with stakeholders is especially significant for those organizations that rely heavily on their stakeholders such as non- profit organizations (Taylor, Kent & White, 2001). Organizations, and non-profit organizations in particular, need to understand effective communication models to operate efficiently.

Social media are technological platforms that allow for social interactions (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). Originally, social media were not accepted within public relations as effective tools, however, they have slowly been adopted into organizations as a suitable communication medium (Idugboe, 2010). Social media sites have “opened up new possibilities for organizations to connect with their stakeholders by allowing them to receive real-time feedback...and engage in conversations” (Lovejoy, Waters, & Saxton, 2012, p.

The organization provides relief services and medical care to those affected by these emergencies. In order to provide these services, the American Red Cross relies on volunteers and donations (American Red Cross, 2012). This support is gained through effectively communicating their needs to the appropriate stakeholders, such as volunteers, the media, and the community (Briones et al., 2011). In order to connect with their stakeholders, the American Red Cross relies on many forms of communication, but one of their most successful links occurs through social media (Mansford,