Network measures to evaluate stakeholder engagement with nonprofit organizations on social networking sites

• Autores: Jennifer Ihm
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 41, Nº. 4, 2015, págs. 501-503
• Idioma: inglés
• DOI: 10.1016/j.pubrev.2015.06.018
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• Resumen

  • This paper introduces and validates two network measures for evaluating stakeholder engagement on social networking sites (SNSs) that nonprofit organizations (NPOs) use. Based on egocentric networks of the top 100 U.S. nonprofits’ Twitter accounts, the first network measure captures two-way communication between organizations and the stakeholders. The second network measure captures communication among stakeholders, which can develop into autonomous communities to support the organization