A new model to explore non-profit social media use for advocacy and civic engagement

Abstract

Non-profit organizations are actively using social media platforms as a way to deliver information to end users, yet little is known of the internal processes these organizations follow to implement this tool. We present a case study of one non-profit organization, Blue Star Families, Inc., that is actively engaged in advocacy and civic engagement. We offer a new model to explore non-profit organizations’ use of social media platforms by building on previous models and frameworks developed to explore the use of social media in the public, private, and non-profit sectors.