JOURNAL OF BEIJING UNIVERSITY OF AERONAUTICS AND A ›› 2019, Vol. 32 ›› Issue (6): 59-68.DOI: 10.13766/j.bhsk.1008-2204.2019.0311

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Chinese NPOs' Social Media Use and Impact Measurement

WANG Xiuli1, ZHANG Juan2, LUO Longxiang1, WANG Bing1   

  1. 1. School of New Media, Peking University, Beijing 100871, China;
    2. S. I. Newhouse School of Public Communications, Syracuse University, Syracuse 13244, USA
  • Received:2019-09-16 Online:2019-11-25 Published:2019-12-07

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.

Key words: Non-Profit Organization, social media, impact measurement, foundation

CLC Number: