The quest for attention : nonprofit advocacy in a social media age /

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"Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media has created a "noisy" environment that renders it more difficult for nonprofits to make their voices heard. Operating in an information-sa...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Guo, Chao, 1971- (Autor), Saxton, Gregory D. (Gregory Douglas) (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Stanford, California : Stanford Business Books, an imprint of Stanford University Press, 2020.
Temas:
Nonprofit organizations > Political activity.
Social media.
Social Media
Associations sans but lucratif > Activité politique.
Médias sociaux.
social media.
BUSINESS & ECONOMICS > Nonprofit Organizations & Charities > General.
Nonprofit organizations > Political activity
Social media
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Acknowledgments
  • 1. Social media and nonprofit advocacy: the beginning of a new paradigm
  • 2. The context of social media advocacy
  • 3. Getting attention: an organization-level analysis
  • 4. Building an explanatory model at the message level
  • 5. Beyond clicktivism: from attention to impact
  • 6. The future of nonprofit advocacy in a data-driven world
  • Methodological appendix to Chapter 4
  • Notes
  • References
  • Index.

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