Use of Social Media Marketing Tools by Non-Profit Organizations

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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 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

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