Abstract
Community not-for-profit (NFP) organisations face considerable challenges trying to reach those who need their information and services. These barriers to effective communication can be traced back to monetary, human resource and knowledge constraints as they are competing against commercial organisations with resources. In a social media environment that prioritises and boosts, sponsored and ad-based content over organic content, NFPs are finding it hard to reach and be heard by their target audience. While effective communication strategies can help tip the scales, there is a divide in NFP communication between those organisations who have the resources to take part in online communication and those who do not, a divide that is exasperated by factors such as digital competence, economy, age, cognitive abilities, access to technology and internet. This paper backgrounds ongoing PhD research that will use Schoenmaker’s (2014) Engagement Framework and Excellence Theory (Grunig & Hunt, 1984) to offer Western Sydney NFPs a tool to narrow that divide, ensuring they become more effective in their communication and ultimately, meet their advocacy intentions. The project will investigate how Western Sydney based NFPs can use social media communication to generate online engagement that enhances their ability to build trust, cultivate genuine dialogue and ‘relate’ to their target audience in a strategically effective manner. Netnography, a specialised methodology that helps understand communication and cultural experiences in online environments, will be used to extract insights.
Original language | English |
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Number of pages | 6 |
Journal | Global Media Journal : Australian Edition |
Volume | 17 |
Issue number | 1 |
Publication status | Published - 2024 |
Keywords
- social media
- engagement
- communication and culture
- public relations