Description
Social media has become an essential communication tool for not-for-profit organisations (NFPs), enabling them to connect with audiences, build communities, and advance social missions with limited resources. In an increasingly competitive digital landscape, NFPs must compete for attention against commercial organisations with greater staffing, expertise, and marketing budgets.This study explores how success-oriented social media narratives are received by audiences in Western Sydney and examines their role in fostering engagement, trust, and community connection.
Using a netnographic approach, the research draws on survey data, interviews, and an immersion journal to investigate audience responses to different forms of organisational storytelling. Findings indicate that posts highlighting success, such as community achievements, milestones, awards, member accomplishments, and fundraising outcomes, generate stronger emotional and behavioural engagement than informational, educational, or branding-focused content. Audience
reactions, however, vary according to content framing, platform selection, and alignment with community values and expectations.
The study contributes to understanding how success narratives function within digitally mediated community spaces and offers practical insights for NFP communication practitioners. Findings suggest that carefully crafted success stories can strengthen trust, reputation, and relational capital, provided they remain authentic, mission-driven, and reflective of the communities they serve. This is particularly important for resource-constrained organisations seeking visibility while
maintaining meaningful stakeholder relationships.
| Period | 31 Jul 2016 |
|---|---|
| Degree of Recognition | Regional |
Keywords
- social media
- Western Sydney
- engagement