Designing a pattern of civil society (non governmental organizations) stakeholders’ management in social media

Document Type : Research Paper

Authors

1 Department of Media Management, Kish International Branch, Islamic Azad University, Kish Island, Iran

2 Department of Media and Communication Management, Payame Noor University, Tehran (Corresponding Author)

3 Department of Management, Faculty of Management, University of Tehran, Tehran, Iran

Abstract

Today, the use of social media in Iranian non-governmental organizations, such as government and public organizations, has expanded and its necessity has been identified. Due to external organizational factors such as technological infrastructure, policy, political and cultural, as well as internal factors such as technological constraints, managerial readiness, diversity of stakeholders with their differences, NGOs need a suitable model for using social media. are . This study seeks to provide a model for stakeholder management and how to interact with them in NGOs on social media.

This study is a combination. First, semi-structured interview questions were designed according to the research literature. Content analysis identified interview texts, questionnaires, indicators and categories. The statistical population was selected from the stakeholders of Saman and the questionnaires were distributed online. The results of regression and path analysis by quantitative method plus indicators and components extracted from interviews by qualitative method were provided to the focus group and led to the achievement of the model.

Based on the proposed model for targeted use of social media; reforming the organizational structure, increasing holistic knowledge, identifying different stakeholders and choosing the appropriate strategy of information, grouping, marketing to achieve functional indicators of success of social media in social media, including attraction ( Volunteers and public donations), increase the trust and loyalty of stakeholders, capacity building, monitoring and evaluation, empowerment.

Keywords

Main Subjects

References

خجیر، ی.، و خانیکی، ه. (1398). گفت‌وگو در شبکه‌های اجتماعی مجازی (تحلیل سیستماتیک پژوهش‌های مرتبط). فصلنامه مطالعات فرهنگی و ارتباطات، 15(54)، 51-76.
رضوی، س. م.، اکبری، م.، جعفرزاده، م.، و زالی، م. ر. (1392). بازکاوی روش تحقیق آمیخته. چاپ 2. تهران: انتشارات دانشگاه تهران.
عقیلی، س. و.، و قاسم‌زاده‌عراقی، م. (1394). رسانه‌های اجتماعی؛ چیستی، کارکردها و چالش‌ها. مطالعات توسعه اجتماعی ایران، 8(1)، 21-36.
مبشرراد، ف.، و غنبرطهرانی، ن. (1397). عوامل تأثیرگذار بر کارکرد رسانه‌های اجتماعی در تأمین مالی جمعی مؤسسات خیریه. مطالعات مدیریت کسب‌و‌کار هوشمند، 6(24)، 87-107.
References
Aqili, S. V., & Ghasemzadeh Araqi, M. (2016). [Social media; the nature, functions and challenges (Persian)]. Journal of Iranian Social Development Studies, 8(1), 21-36. https://jisds.srbiau.ac.ir/article_9230.html
Anheier, H. K. (2005). Nonprofit organizations: Theory, management, policy. New York: Routledge. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.452.6420&rep=rep1&type=pdf
Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of Marketing, 67(2), 89-105. https://www.jstor.org/stable/30040525?origin=JSTOR-pdf&seq=1
Blau, P. M. (1968). Interaction: Social exchange. In D. L. Sills (Ed.), International encyclopedia of the social sciences (pp. 452-458). Vol. 7. New York: Macmillan Company. https://books.google.com/books?id=8RQnAAAAMAAJ&focus=searchwithinvolume&q=Blau
Campbell, D. A., Lambright, K. T., & Wells, C. J. (2014). Looking for friends, fans, and followers? Social media use in public and nonprofit human services. Public Administration Review, 74(5), 655-63. [DOI:10.1111/puar.12261]
Cook, K. S., & Rice, E. (2006). Social exchange theory. In J. DeLamater (Ed.), Handbook of social psychology (pp. 53-76). New York: Springer Science & Business Media. https://books.google.com/books?id=xnVAuljbRcQC&dq
Denzin, N. K. & Lincoln, Y. S. (1994). Introduction: Entering the field of qualitative research. In N. K. Denzin, & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 1-18). Thousand Oaks: SAGE Publications. https://books.google.com/books?id=ORC2AAAAIAAJ&dq
Eadie, D. C. (1997). Changing by design: A practical approach to leading innovation in nonprofit organizations. San Francisco: Jossey-Bass. https://books.google.com/books?id=riRHAAAAMAAJ&dq
Emerson, R. M. (1976). Social exchange theory. Annual Review of Sociology, 2, 335-62. [DOI:10.1146/annurev.so.02.080176.002003]
Flick, U. (2009). An introduction to qualitative research. 4th Ed. Thousand Oaks: SAGE Publications. https://books.google.com/books?id=bn73UEA3thIC&dq
Flick, U. (2018). Doing triangulation and mixed methods. 2nd Ed. Thousand Oaks: SAGE Publications. [DOI:10.4135/9781529716634]
Guo, Ch., & Saxton, G. D. (2014). Tweeting social change: How social media are changing nonprofit advocacy. Nonprofit and Voluntary Sector Quarterly, 43(1), 57-79. [DOI:10.1177/0899764012471585]
Heath, R. L. (1994). Management of corporate communication: From interpersonal contacts to external affairs. Hillsdale, NJ: Lawrence Erlbaum Associates. https://books.google.com/books?id=GZYoAQAAMAAJ&dq
Human, D., & Terblanche, N. S. (2012). Who receives what? The influence of the donation magnitude and donation recipient in cause-related marketing. Journal of Nonprofit & Public Sector Marketing, 24(2), 141-60. [DOI:10.1080/10495142.2012.680317]
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. [DOI:10.1016/j.bushor.2009.09.003]
Kent, M. L., & Taylor, M. (1998). Building dialogic relationships through the world wide web. Public Relations Review, 24(3), 321-34. [DOI:10.1016/S0363-8111(99)80143-X]
Khojir, Y., & Khaniki, H. (2019). [Possibility and refusal of dialogue cyberspace (with an emphasis on virtual social networks) (Persian)]. Quarterly of Cultural Studies & Communication, 15(54), 51-76. [DOI:10.22034/JCSC.2019.35581]
Kramer, M. W. (2005). Communication and social exchange processes in community theater groups. Journal of Applied Communication Research, 33(2), 159-82. [DOI:10.1080/00909880500045049]
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit organizations use social media. Journal of Computer‐Mediated Communication, 17(3), 337-53. [DOI:10.1111/j.1083-6101.2012.01576.x]
Landers, R. N., & Schmidt, G. B. (2016). Social media in employee selection and recruitment: An overview. In R. N. Landers & G. B. Schmidt (Eds.), Social media in employee selection and recruitment (pp. 3-11). Cham: Springer. [DOI:10.1007/978-3-319-29989-1_1]
Lewis, L. K., Hamel, S. A., & Richardson, B. K. (2001). Communicating change to nonprofit stakeholders: Models and predictors of implementers’ approaches. Management Communication Quarterly, 15(1), 5-41. [DOI:10.1177/0893318901151001]
McEvoy, Ph, & Richards, D. (2006). A critical realist rationale for using a combination of quantitave and qualitative methods. Journal of Research in Nursing, 11(1), 66-78. [DOI:10.1177/1744987106060192]
Mobasher Rad, F., & Ghanbar Tehrani, N. (2018). [Factors influencing the function of social media in financial crowd funding in charity institutions factors (Persian)]. IT Management Studies, 6(24), 87-107. [DOI:10.22054/IMS.2018.8893]
Monge, P. R., & Contractor, N. (2003). Theories of communication networks. Oxford: Oxford University Press. [DOI:10.1093/oso/9780195160369.001.0001]
Miller, B. (2009). Community fundraising 2.0-the future of fundraising in a networked society? International Journal of Nonprofit and Voluntary Sector Marketing, 14(4), 365-70. [DOI:10.1002/nvsm.373]
Ohana, M., Meyer, M., & Swaton, S. (2013). Decision-making in social enterprises: Exploring the link between employee participation and organizational commitment. Nonprofit and Voluntary Sector Quarterly, 42(6), 1092-110. [DOI:10.1177/0899764012451368]
Razavi, S. M., Akbari, M., Jafarzadeh, M., & Zali, M. R. (2013). [Review of mixed research methods (Persian)]. Tehran: University of Tehran Press. http://opac.nlai.ir/opac-prod/bibliographic/3280302
Roloff, M. E. (1981). Interpersonal communication: The social exchange approach. Beverly Hills, CA: SAGE Publications. https://books.google.com/books?id=H0S3AAAAIAAJ&dq
Saxton, G. D., & Wang, L. (2014). The social network effect: The determinants of giving through social media. Nonprofit and Voluntary Sector Quarterly. Nonprofit and Voluntary Sector Quarterly, 43(5), 850-68. [DOI:10.1177/0899764013485159]
Shi, W. (2017). Social media and stakeholders’ relationship in nonproft organizations [PhD. dissertation]. Orlando, FL: University of Central Florida. https://stars.library.ucf.edu/etd/5417/
Schneider, J. A. (2009). Organizational social capital and nonprofits. Nonprofit and Voluntary Sector Quarterly, 38(4), 643-62. [DOI:10.1177/0899764009333956]
Tufts, Sh. H., Jacobson, W. S., & Stevens, M. S. (2015). Status update: Social media and local government human resource practices. Review of Public Personnel Administration, 35(2), 193-207. [DOI:10.1177/0734371X14558066]
Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102-6. [DOI:10.1016/j.pubrev.2009.01.006]
Waters, R. D., & Feneley, K. L. B. (2013). Virtual stewardship in the age of new media: Have nonprofit organizations’ moved beyond Web 1.0 strategies? International Journal of Nonprofit and Voluntary Sector Marketing, 18(3), 216-30. [DOI:10.1002/nvsm.1469]
Strategic Studies of public policy
Volume 11, Issue 39
September 2021
Pages 110-133

Files

Share

How to cite

Statistics