Creating online communities to build positive relationships and increase engagement in not-for-profit organisations

The introduction of social media and social networking sites (SNSs) such as Facebook, has created public relations opportunities for not-for-profit (NFP) organisations that are substantially different from those available via traditional websites. Of the many types of social media that exist, Facebook is the most valued platform by businesses, which is no surprise as Facebook has the largest user rate and a diverse range of users globally, making it a perfect platform through which organisations can target their stakeholders. Drawing on a recent case study of the use of closed Facebook groups by the Australian Breastfeeding Association (ABA), this paper demonstrates how SNSs such as Facebook can be used by NFP organisations to create online communities that provide support for their stakeholders while building positive relationships that work towards achieving the elusive two-way symmetrical model of communication.