Examining the Role of Social Media in Organization-Volunteer Relationships
This case study examined the use of social media sites by a nonprofit social dance center and the role the sites played in the relationships between the organization and its volunteers. Document analysis was used to study the center’s Facebook group, YouTube channel, Flickr site, and blog. Interv...
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| Format: | Article |
| Language: | English |
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Insitute for Public Relations
2010-04-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/Examining-the-Role-1.pdf |
| Summary: | This case study examined the use of social media sites by a nonprofit social
dance center and the role the sites played in the relationships between the organization
and its volunteers. Document analysis was used to study the center’s Facebook group,
YouTube channel, Flickr site, and blog. Interviews and a focus group were then
conducted with the director, operating manager, and 16 volunteers. The study presents
new information about strategies organizations employ to cultivate relationships with
their publics through social media. It also demonstrates ways in which social media use
can result in both positive and negative relationship outcomes. |
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| ISSN: | 1942-4604 1942-4604 |