An Examination of Fortune 500 Companies’ and Philanthropy 200 Nonprofit Organizations’ Relationship Cultivation Strategies on Facebook
This study extends research on relationship theory by examining how Fortune 500 companies and nonprofit organizations from the Philanthropy 200 use Facebook to cultivate relationships. The Facebook pages and posts of a random sample of Fortune 500 companies (n = 100) and Philanthropy 200 nonprofi...
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| Format: | Article |
| Language: | English |
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Insitute for Public Relations
2014-04-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2014JulieONeil.pdf |
| Summary: | This study extends research on relationship theory by examining how Fortune 500
companies and nonprofit organizations from the Philanthropy 200 use Facebook to
cultivate relationships. The Facebook pages and posts of a random sample of Fortune
500 companies (n = 100) and Philanthropy 200 nonprofit organizations (n = 100) were
coded for the presence of relationship cultivation strategies. Both Fortune 500
companies and nonprofit organizations most frequently use strategies—openness and
disclosure and access—that exemplify one-way communication. Corporations
outperform nonprofit organizations in their usage of the assurance strategy, as
evidenced by the fact that corporations responded to users’ questions on average 75%
of the time, whereas nonprofit organizations responded on average 45% of the time.
Neither type of organization is fully utilizing the interactive relationship cultivation
strategies of networking and sharing of tasks. Implications for practice are provided. |
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| ISSN: | 1942-4604 1942-4604 |