Managing a stakeholder network? : tweet it!

By analysing the Twitter accounts of three mental health organisations" Reachout.com, headspace, and the Young and Well Cooperative Research Centre (YAWCRC), this paper reveals their affiliation with different stakeholders. Traditionally, mental health literature has focused on primary stakeholders, for example client, carers, service providers and researchers. This research shows that these not-for-profit organisations are connected to a wide spectrum of stakeholders" previously not discussed in the mental health literature. Almost 60% of tweets from YAWCRC demonstrate links to other not-for-profit organisations, research institutions, and government bodies. Over 25% of headspace tweets showed links to sporting or music entities; headspace also appeared well connected with the media. By tweeting about their relationships with well-known stakeholders, not-for-profit organisations can enhance their profile within the community and potential further their social goals.