Why we twitter: understanding microblogging usage and communities
Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on Web mining and social network analysis
Twitter power: Tweets as electronic word of mouth
Journal of the American Society for Information Science and Technology
Is it really about me?: message content in social awareness streams
Proceedings of the 2010 ACM conference on Computer supported cooperative work
Uncovering motives for social networking site use among practitioners at non-profit organizations
Proceedings of the 2013 conference on Computer supported cooperative work companion
Rethinking measurements of social media use by charities: a mixed methods approach
Proceedings of the 5th Annual ACM Web Science Conference
International Journal of Web Based Communities
Social media, social causes, giving behavior and money contributions
Computers in Human Behavior
Facebook: The enabler of online civic engagement for activists
Computers in Human Behavior
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The rapid diffusion of “microblogging” services such as Twitter is ushering in a new era of possibilities for organizations to communicate with and engage their core stakeholders and the general public. To enhance understanding of the communicative functions microblogging serves for organizations, this study examines the Twitter utilization practices of the 100 largest nonprofit organizations in the United States. The analysis reveals there are three key functions of microblogging updates—“information,”“community,” and “action.” Though the informational use of microblogging is extensive, nonprofit organizations are better at using Twitter to strategically engage their stakeholders via dialogic and community-building practices than they have been with traditional websites. The adoption of social media appears to have engendered new paradigms of public engagement. © 2012 Wiley Periodicals, Inc. (Authors are listed in alphabetical order. The authors would like to thank Tom Feeley, Richard Waters, Seungahn Nah, I-hsuan Chiu, Yuchao Huang, and Kenton Anderson for helpful comments and suggestions.)