ISSN 1008-2204
CN 11-3979/C
王秀丽, 张隽, 罗龙翔, 王兵. 中国公益组织的社会化媒体使用及效果研究[J]. 北京航空航天大学学报社会科学版, 2019, 32(6): 59-68. DOI: 10.13766/j.bhsk.1008-2204.2019.0311
引用本文: 王秀丽, 张隽, 罗龙翔, 王兵. 中国公益组织的社会化媒体使用及效果研究[J]. 北京航空航天大学学报社会科学版, 2019, 32(6): 59-68. DOI: 10.13766/j.bhsk.1008-2204.2019.0311
WANG Xiuli, ZHANG Juan, LUO Longxiang, WANG Bing. Chinese NPOs' Social Media Use and Impact Measurement[J]. Journal of Beijing University of Aeronautics and Astronautics Social Sciences Edition, 2019, 32(6): 59-68. DOI: 10.13766/j.bhsk.1008-2204.2019.0311
Citation: WANG Xiuli, ZHANG Juan, LUO Longxiang, WANG Bing. Chinese NPOs' Social Media Use and Impact Measurement[J]. Journal of Beijing University of Aeronautics and Astronautics Social Sciences Edition, 2019, 32(6): 59-68. DOI: 10.13766/j.bhsk.1008-2204.2019.0311

中国公益组织的社会化媒体使用及效果研究

Chinese NPOs' Social Media Use and Impact Measurement

  • 摘要: 微博、微信等社会化媒体的发展和普及为公益组织提供了高效、便捷的传播平台,但囿于自身能力和人力物力资源的局限,中国公益组织对社会化媒体的使用并不普遍。文章通过采用深度访谈与问卷调查相结合的研究方法,重点考察了中国公益组织使用社会化媒体的目的、现状及效果评估等问题。研究发现,中国公益组织运营社会化媒体的目标包括形象建构、信息披露、社会动员、资源筹措等复合目标;平台选择以"微博+微信"组合为主,配合使用视频分享网站和在线捐款平台;日常运营有一定规律,但缺乏人员与经费的支持。同时,公益组织虽具备一定的评估意识,但在社会化媒体效果评估的方法、指标和工具的选取和使用上存在较大困难。

     

    Abstract: In-depth interview and questionnaire survey method were used in this study to examine the objective, current situation and impact measurement of Chinese Non-Profit Organizations'(NPO) social media use. The findings indicate that Chinese NPOs' social media use are influenced by their missions, characteristics and stages of development. Social media are used for multiple purposes, such as communication, image building and fundraising. The selection, operation and management of social media platforms are quite different for Chinese NPOs. Although most Chinese NPOs have realized the importance of social media impact measurement, they lack of effective index, tools and methods.

     

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