Chinese NPOs' Social Media Use and Impact Measurement

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.