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 ...
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..., 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.
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