An Examination of Fortune 500 Companies’ and Philanthropy 200 Nonprofit Organizations’ Relationship Cultivation Strategies on Facebook

Julie O’Neil

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Public Relations and Crisis Communication Digital Marketing and Social Media Nonprofit Sector and Volunteering

Abstract

This study extends research on relationship theory by examining how Fortune 500 companies and nonprofit organizations from the Philanthropy 200 use Facebook to cultivate relationships. The Facebook pages and posts of a random sample of Fortune 500 companies (n = 100) and Philanthropy 200 nonprofit organizations (n = 100) were coded for the presence of relationship cultivation strategies. Both Fortune 500 companies and nonprofit organizations most frequently use strategies—openness and disclosure and access—that exemplify one-way communication. Corporations outperform nonprofit organizations in their usage of the assurance strategy, as evidenced by the fact that corporations responded to users’ questions on average 75% of the time, whereas nonprofit organizations responded on average 45% of the time. Neither type of organization is fully utilizing the interactive relationship cultivation strategies of networking and sharing of tasks. Implications for practice are provided.

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1970Content Analysis for the Social Sciences and Humanities.2002Toward a dialogic theory of public relations 1998Building dialogic relationships through the world wide web 2009Engaging stakeholders through social networking: How nonprofit organizations are using Facebook 2012Information, Community, and Action: How Nonprofit Organizations Use Social Media 1991Maintenance Strategies and Romantic Relationship Type, Gender and Relational Characteristics 2012Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less 2009Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles

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2021Managing relationships on Facebook: A long-term analysis of leading companies in Germany

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