Share , Comment , and Like on Facebook and Message Strategies of Non-Governmental organizations

Tai Ming Wut · Chammy Lau · Wai Tung Chan

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Public Relations and Crisis Communication Digital Marketing and Social Media Social Media and Politics

Abstract

The scope of this study is to examine the relationship between message strategies and stakeholders’ responses on Facebook. Data on 20 non-governmental organizations’ Facebook pages was collected by simple random sampling to examine their communication practices on social media. It was found that those organizations were more likely to adopt Public Information (PI) model to transmit information to their stakeholders. Organizational messages based on Two-way symmetry model (TWS) can generate the greatest number of Likes which is significantly larger than Press Agentry (PA), Public Information (PI), and Two-way asymmetry (TWA) models. The multi-way (MW) model was proposed in order to extend Grung & Hunt’s framework in the digital era.

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2020Setting the future of digital and social media marketing research: Perspectives and research propositions 2017Advances in Social Media Research: Past, Present and Future 1998Building dialogic relationships through the world wide web 1993Excellence in public relations and communication management 2009Engaging stakeholders through social networking: How nonprofit organizations are using Facebook 2017Social media in marketing: A review and analysis of the existing literature 2012Information, Community, and Action: How Nonprofit Organizations Use Social Media 2023Managing Public Relations

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