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Full-Text Articles in Business
Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash
Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash
College of Journalism and Mass Communications: Theses
One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …
Empowered And Engaged: Exploring Social Media Best Practices For Nonprofits, Tessa Warner, Alexis Abel, Frauke Hachtmann
Empowered And Engaged: Exploring Social Media Best Practices For Nonprofits, Tessa Warner, Alexis Abel, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
Although nonprofits see value and potential in social media, many have not yet mastered social media and harnessed their full potential. This phenomenological study sought to identify the best social media strategies and tactics for effectively engaging existing and potential donors, volunteers and stakeholders, according to social media nonprofit professionals. Six themes emerged: listening to the audience; engaging instead of fundraising; sharing relevant, valuable and actionable content; being honest, accessible and responsive; using social media as part of a multi-channel strategy; and that measuring is mandatory.