Facebook and relationship building in a registered charity: An exploration of Facebook communication to enhance real world relationships with the Australian Breastfeeding Association (ABA).

: An exploration of Facebook communication to enhance real world relationships with the Australian Breastfeeding Association (ABA).

Abstract

Many charities are experiencing increased competition for donations and funding
(Farrow & Yuan, 2011) as well as challenges recruiting and retaining volunteers
(McLennan, 2005). Social media appears to provide new and cost-efficient ways of
making contacts, communicating with members and enhancing participation.
This research project explored what a charity can do through their Facebook
communication to build stronger online relationships that in turn motivate followers to
develop real world participation in the organisation. Real world participation
manifests as group meeting attendance, volunteering, training, or charitable giving in
the physical world (Bridges, 2017b).
The study used online focus groups and interviews to explore ways the Australian
Breastfeeding Association (ABA) can enhance their online relationships to develop
real world interactions that aid the sustainability of the organisation (Rosenberg &
Yates, 2007).
Schoenmaker‘s (2014) framework of conversing, sharing, connecting, engaging and
relating was used to conceptualise a progression of different levels of relating from
online connection to physical world relationship. It also used Bridges‘ (2016)
categorisation of the engagement increasing factors of support, community,
complementary and immediacy, to understand how to foster relating via Facebook
communication.
The research found that Facebook followers who share their experiences, respond to
others, and engage in dialogue are more likely to feel invested in their Facebook
community, and more willing to explore relating to ABA in real life. These sharing
and dialogic outcomes are more likely to occur in closed Facebook groups than
open, public pages and sites.
The national ABA Facebook page uses a one-way communication model (Grunig,
1992) to inform followers about events, campaigns, fundraising and to educate.
Many local groups within ABA use closed groups which are perceived as being more
private, to encourage dialogue or two-way communication (Grunig, 1992). People
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feel more comfortable sharing and exchanging experiences in closed groups, which
develops a sense of support and community (Bridges, 2016) that appeal to followers.
Sharing experiences and relating to the organisation online is central to cultivating
(Rosenberg & Yates, 2007) real world relationships.
The project recommends that ABA differentiates use of Facebook pages and
Facebook groups strategically. Secondly, ABA needs to develop understanding of
the ways it nurtures pathways from basic online connection through to relating
(Schoenmaker, 2014), in a manner similar to ‗customer journey mapping‘ (Tassi,
2009). The findings and recommendations may provide useful insights and frames
for other organisations seeking to enhance engagement and relationship cultivation
online. The project also makes recommendations about effective processes for
future use of online focus groups.

Date of Award	2018
Original language	English
Awarding Institution	Charles Sturt University
Supervisor	Peter Simmons (Supervisor)