Use Of Social Media Marketing Tools By Non Profit Organizations

3830 words - 15 pages

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 (Wright and Hinson 2008). These new tactics also allow for audiences to find an organization that they share interests with instead of the traditional media tactics that organizations use to force attention upon themselves (Stengel).
One of the issues surrounding new media tactics more so than traditional communication tactics is the lack of accuracy and accountability found within these methods. Dick Costolo embraced this issue by stating, “The Internet destroyed most of the barriers to publication. The cost of being a publisher dropped to almost zero with two interesting immediate results: anybody can publish, and more importantly, you can publish whatever you want” (Govinder 2013). Due to the availability for anyone and everyone to be their own publisher, there have been multiple issues in the efficacy of an organization through online tactics. In continuance with this trend, the Wright and Hinson study results stated that traditional news media receive higher scores than social media in terms of accuracy, credibility, truth telling, and ethical news telling. Other findings, in the same study, show 75 percent expect traditional news media to be honest and ethical, while only 44 percent hold these same expectations...

Find Another Essay On Use of Social Media Marketing Tools by Non-Profit Organizations

Non-profit humanitarian organizations Essay

553 words - 2 pages Non-profit humanitarian organizations who give out a helping hand to Mexican immigrants should be recognized by their services. Although, The United States has its own laws against illegal immigrants crossing international borders, they should still recognize that those are human beings who need assistance no matter the issue, but of course the govt. should take action as needed, in an ethical manner. The humanitarian organizations are only

The Importance of Non-profit Organizations Essay

1341 words - 5 pages volunteers into action. Although countless individuals have faced negative issues while being a part of such an organization, it is to be said that none can truly fathom the value of a non-profit organization that upholds dedication to the people it may serve, by way of various methods that provide great relief. Throughout the existence of non-profit organizations, many have attempted to produce a greater variety of methods with which they can use to

Challenges of Managing a Non-Profit Organizations

2091 words - 8 pages fails. Performance challenges are faced in the same manner on both types of organizations non-profit and for profit organization. However they might be measured in a different way due to the different types of mission they have set for themselves and the different outcome they might expect. There are different ways that a manager can measure the work performance of their employees, by what they produce, by the amount of hours they send

Marketing as a Tool for Non-Profit Organizations

6073 words - 24 pages the outside, non-profits must pursue a long-term planning process and use business tools to assist them.Typical StructureAbstractOver the last twenty five years, a variety of organizations that traditionally have not relied on marketing technology have turned to marketing as a way of enhancing their economic viability. Premier among these types of organizations are service and nonprofit organizations. Service and nonprofit businesses are

Non Profit Marketing

1368 words - 6 pages among the hundreds of thousands and bring money in to support your cause. Today I will share with you some basic steps on how to choose who to market to, what marketing tools to use, and how to measure your success. The first step of marketing a non-profit is to define your target market. Knowing who to target your efforts towards, and who would be most likely to donate to your non-profit will help you avoid wasted time and money on other

Non-Profit Marketing Plan

1792 words - 7 pages expectations. The data will also be used to assess future prospects for the center, with a goal toward expanding services into other areas by the end of Year 3. Appendix A: Pro Forma Income Statement Appendix B: Pro Forma Balance Sheet Appendix C: Sales Forecast Source Measuring Programmatic Success: Tips for Non-profit Boards. Downloaded on May 5, 2006.

Corporate Organizations in Toronto and their Use of Social Media

785 words - 4 pages their publics. The desires and feedback expressed by consumers determines the content that the organization produces across platforms. We will investigate the way in which corporate organizations of the Greater Toronto Area (GTA) use social media tools such as Twitter to manage the integrity of their reputation. This will be explored and assessed in the research that follows. Twitter is an online social networking and microblogging platform that

The Effective Role of Leadership in Non Profit Organizations

1410 words - 6 pages While business organizations depend on the market “feedback mechanism” to measure performance and to concentrate on activities and goals, the nonprofit organization depend on the missions that attract the organization’s resources such that as: donors who are encouraged by the goals, board members who dedicate their time and money, and employees who work more for less. Accordingly, measuring performance based on the inspiration of missions is

Different Views of the Comparison Between Non-profit and For Profit Organizations

1416 words - 6 pages then set up advertisements in those areas. Another type of marketing the two organizations use is trade marking. Trade marking is a sign or symbol designed by the business or organization that represents them and no other competitor can use the same design. One major concern for the marketing of a non-profit is all the time that is needed to put into the organization and not being able to take any money away from the company to put towards

Scottish Charities and Non-Profit Organizations

1474 words - 6 pages 3.1 Research into Charity Office of Scottish charity regulator (2011) the majority of Charity and Non-profit Organisations websites provide information and services to disabled people. The research into Charity and Non Profit organisations is to investigate how the guidelines for accessibility of website design from the W3c and the British Standards BS8878 are followed. The websites that have been built by web developers where sent a seven

How to Use the "Marketing Spectrum" to Market your Non-Profit Organization

510 words - 2 pages marketing activities to two related and sometimes overlapping market segments, as follows:1. The Natural Constituency: This market segment includes primarily the people being serviced or cared for by the nonprofit the "consumers" of the services and programs being offered. The Natural Constituency also includes related groups where appropriate such as parents, alumni, the media, potential "consumers" and other nonprofit and professional

Similar Essays

Marketing Of Non Profit Organizations Essay

1112 words - 5 pages organization. These includes religious organizations, government’s departments, student association, and of course charity organizations. A charity organization is an organization that uses its profit to rise up specific social problem, rather than spending money for its own purpose as for-profit businesses do. There are people who consider that investment in marketing development is meaningless for non-profit organizations. However, it is not

Non Profit Organizations And The Media Essay

1082 words - 4 pages For a long time the ways that non-profit organizations raise money was the same. They used solicitation letters as a way to reach out and engage new audiences to financially support their organizations. Then with the rise of the internet, they were able to use mass emails. Now there is an even newer form of technology that allows organizations to fundraise and gain new audiences. This new medium is social media. Stone brings up some good points

Non Profit Organizations Essay

838 words - 3 pages religious strife. NPOs can be created in the form of public or religious organizations (associations), non commercial partnerships, institutions, autonomous non-profit organizations, social, charitable and other funds, associations and unions, and other forms provided by federal laws. The large variety of organizational and legal forms of NPOs, a large number of laws and regulations governing their activities, makes the process of registration of NPOs

Non Profit Organizations Essay

1081 words - 5 pages your organization. Pine Grove Baptist Church has a website, Facebook page, and physical tracts/pamphlets, which are all tools used to attract new visitors. Pine Grove Baptist Church’s purpose is to improve the local community and society. By capitalizing on the multiple driving forces that make non-profit organizations successful, Pine Grove will also be successful. Works Cited Crutchfield, Leslie R., and Grant, Heather McLeod. Forces for Good: The Six Practices of High-Impact Nonprofits.1st ed. San Francisco: John Wiley & Sons, 2008. Print.