Leadership Perceptions of Social Media Use by Small- to Medium-Sized Nonprofits
Keywords:social media, leadership perception, small- to medium-sized nonprofits, organizational capacity
This exploratory research focused on the social media use of small- to medium-sized nonprofit organizations. In-depth interviews with nonprofit leaders explored their perceptions of why nonprofit organizations and their leaders adopt and use social media, the strategies developed for doing so, and the barriers encountered in the adoption and utilization processes. Most of the leaders of small- to medium-sized organizations saw social media as a supplement to organizational activities, but had limited visions of how to use social media to engage with the constituencies and to advance organizational goals.
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