Engaging stakeholders on TikTok
A multi‐level social media analysis of nonprofit Microvlogging
Bibliographic Data
| ID | 10389833 |
|---|---|
| Authors | Kimberly Wiley (0000-0002-5921-5837, Department of Family, Youth, and Community Sciences University of Florida Gainesville Florida USA, corresponding author), Kayla Schwoerer (0000-0002-9856-7587, Rutgers University‐Newark Newark New Jersey USA, corresponding author), Micayla Richardson (0000-0002-6885-207X, Department of Family, Youth, and Community Sciences University of Florida Gainesville Florida USA, corresponding author), Marlen Barajas Espinosa (0000-0001-7148-3175, Department of Family, Youth, and Community Sciences University of Florida Gainesville Florida USA, corresponding author) |
| Year | 2022 |
| Volume | 101 |
| Issue | 3 |
| Pages | 822-842 |
| Publication date | 2022-04-13 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Public Administration (JOURNAL) |
| Journal identifiers | ISSN: 0033-3298 • E-ISSN: 1467-9299 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/padm.12851 |
| OpenAlex | W4223951936 |
| Language | EN |
| Citations received | 5 |
| References cited | 22 |
Nonprofits are slow adopters of new social media platforms, yet many have joined TikTok. Successful microvlogging on sites like TikTok, Instagram, and SnapChat requires different types of engagement than microblogging on sites like Facebook and Twitter. The authors conduct a mixed‐method social media analysis to answer three questions: Do microvlogs support traditional social media functions? How are nonprofits engaging with stakeholders through microvlogging? Which function in the hierarchy of engagement framework best engages stakeholders? The authors qualitatively coded 1160 microvlogs on TikTok from 58 nonprofits. The qualitative dataset was merged with TikTok metadata to capture quantitative measures of user engagement. Findings indicate nonprofits employ community‐building strategies more than information‐sharing and action strategies. Users engage more often with the nonprofits' community‐building microvlogs. The authors conclude that nonprofits adapt their strategy to more effectively engage stakeholders when microvlogging, which suggests there may be a “new hierarchy” of engagement for microvlogging platforms
Action (physics · Business · Community engagement · Function (biology · Hierarchy · Information sharing · Internet privacy · Metadata · Microblogging · Political science · Public relations · Qualitative analysis · Qualitative research · Social engagement · Social media · Sociology · World Wide Web · Computer Science · Impact of Technology on Adolescents · Public Relations and Crisis Communication · Social Media and Politics
Social Media Data Analysis
Crafting the messages for environmental NGOs
Is it Indeed Mainly a Matter of Budget? Strategic Pitfalls in Nonprofits Serving At-Risk Youth in Israel
Queering the Social Media Narrative
Exploring the public's beliefs, emotions and sentiments towards the adoption of the metaverse in education
Like, comment, and share on Facebook
Tweeting Social Change
Validity and Qualitative Research
What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational, Promotional, and Community-Building Messages
Speaking and Being Heard
Engaging stakeholders through social networking
Textual Analysis
The Social Network Effect
Interest groups on social media
Modeling the adoption and use of social media by nonprofit organizations
Information, Community, and Action
Squandered in Real Time”
Looking for Friends, Fans, and Followers? Social Media Use in Public and Nonprofit Human Services
The Strategic Use of Information Technology by Nonprofit Organizations
| Unique citing works | 5 |
|---|---|
| Citations per year | 1.67 |
| Citation span | 2023 - 2026 (4) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 5 |