Twitter as a Communication Tool for Nonprofits: A Study of Sport-for-Development Organizations. (December 2015)

• Record Type: Journal Article
• Authors: Svensson, Per G.; Mahoney, Tara Q.; Hambrick, Marion E.
• Is Part Of: Nonprofit and voluntary sector quarterly. Volume 44:Number 6(2015)
• Page Start: 1086
• Page End: 1106
• Publication Date: 2015-12
• Subjects: sport-for-development -- sport for development and peace -- organizational communication -- Twitter -- social media; Nonprofit organizations -- Periodicals; Voluntarism -- Periodicals; Charity organization -- Periodicals; 361.763
• DOI: 10.1177/0899764014553639
• Languages: English
• ISSNs: 0899-7640

Abstract

Previous research suggests sport-for-development organizations strategically aim to engage people through social media in hopes of generating increased offline support (Thorpe & Rinehart, 2013). Using the framework set forth by Lovejoy and Saxton (2012), the purpose of this study was to explore how nonprofit organizations use Twitter to disseminate information, build engagement, and facilitate action. A content analysis of 3, 233 tweets revealed a larger proportion of interactive communication, yet one-way communication was the most common function. Overall, the use of social media to facilitate action among stakeholders was scarce, but the way organizations used Twitter to provide information, interact with followers, and create a call for action varied considerably among them. Interestingly, these differences were not associated with annual revenue, organizational age, targeted social issues, or number of countries of operation. This study has important theoretical and practical implications, and provides a first look at how sport-for-development organizations use Twitter.