When small nonprofits work with social media, they are faced with many considerations, including ways that constituencies wish to communicate; resulting engagement, social action, or donations; how widely used and well suited various platforms of social media are for the task at hand; and how well staff and volunteers understand each medium. This Nonprofit Quarterly article, excerpted from a larger study, describes how twenty-six small environmental groups approached their social media work in the midst of such complexity.
Social Media Effectiveness for Public Engagement: An Example of Small Nonprofits