Facebook as an engagement tool: How are public benefit organizations building relationships with their public?

The beginning of the 21st century brought a change in the approach to public relations (PR). Both the literature and the practice saw a shift in focus from evaluating the efficiency of communication strategies to relationship management. On the other hand, the growing interest in the use of social m...

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Autores principales:	Marian Olinski, Piotr Szamrowski
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/c39c7989a99e4ecea5a040e7a77ad8ab
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spelling	oai:doaj.org-article:c39c7989a99e4ecea5a040e7a77ad8ab2021-12-02T20:08:24ZFacebook as an engagement tool: How are public benefit organizations building relationships with their public?1932-620310.1371/journal.pone.0256880https://doaj.org/article/c39c7989a99e4ecea5a040e7a77ad8ab2021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0256880https://doaj.org/toc/1932-6203The beginning of the 21st century brought a change in the approach to public relations (PR). Both the literature and the practice saw a shift in focus from evaluating the efficiency of communication strategies to relationship management. On the other hand, the growing interest in the use of social media in the management of many types of organizations has prompted researchers to seek the theoretical causes of this trend. Therefore, the purpose of this research is to examine the scope of the Polish public benefit organizations' (PBO) use of the social network Facebook in managing relationships with stakeholders. The PBO is a specific form of non-profit organization, which enjoys the special privilege of collecting tax-deductible donations of 1% of personal income tax (PIT). The research covered 876 entities, which were divided into four clusters depending on their size. A database of posts was created that the organizations published in the period selected for the research. Then, the impact of the Facebook content on user engagement was analyzed. For this purpose, various statistical methods were used, i.e. descriptive statistics, statistical tests and multiple regression analysis. The results indicate that, in spite of social media's unquestionable advantages, public benefit organizations only take advantage of a small proportion of this potential. The role of the most popular service, Facebook, in increasing organizational revenue from 1% of PIT deductions seems secondary at best. Apart from that, the results showed that the rates of posting by different Polish public benefit organizations vary widely. Although some organizations were very active in this aspect, the Facebook pages of many organizations remained completely inactive throughout the analysis or showed only minimal activity. Larger organizations exhibited a much greater posting activity than their smaller counterparts.Marian OlinskiPiotr SzamrowskiPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 9, p e0256880 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Marian Olinski Piotr Szamrowski Facebook as an engagement tool: How are public benefit organizations building relationships with their public?
description	The beginning of the 21st century brought a change in the approach to public relations (PR). Both the literature and the practice saw a shift in focus from evaluating the efficiency of communication strategies to relationship management. On the other hand, the growing interest in the use of social media in the management of many types of organizations has prompted researchers to seek the theoretical causes of this trend. Therefore, the purpose of this research is to examine the scope of the Polish public benefit organizations' (PBO) use of the social network Facebook in managing relationships with stakeholders. The PBO is a specific form of non-profit organization, which enjoys the special privilege of collecting tax-deductible donations of 1% of personal income tax (PIT). The research covered 876 entities, which were divided into four clusters depending on their size. A database of posts was created that the organizations published in the period selected for the research. Then, the impact of the Facebook content on user engagement was analyzed. For this purpose, various statistical methods were used, i.e. descriptive statistics, statistical tests and multiple regression analysis. The results indicate that, in spite of social media's unquestionable advantages, public benefit organizations only take advantage of a small proportion of this potential. The role of the most popular service, Facebook, in increasing organizational revenue from 1% of PIT deductions seems secondary at best. Apart from that, the results showed that the rates of posting by different Polish public benefit organizations vary widely. Although some organizations were very active in this aspect, the Facebook pages of many organizations remained completely inactive throughout the analysis or showed only minimal activity. Larger organizations exhibited a much greater posting activity than their smaller counterparts.
format	article
author	Marian Olinski Piotr Szamrowski
author_facet	Marian Olinski Piotr Szamrowski
author_sort	Marian Olinski
title	Facebook as an engagement tool: How are public benefit organizations building relationships with their public?
title_short	Facebook as an engagement tool: How are public benefit organizations building relationships with their public?
title_full	Facebook as an engagement tool: How are public benefit organizations building relationships with their public?
title_fullStr	Facebook as an engagement tool: How are public benefit organizations building relationships with their public?
title_full_unstemmed	Facebook as an engagement tool: How are public benefit organizations building relationships with their public?
title_sort	facebook as an engagement tool: how are public benefit organizations building relationships with their public?
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/c39c7989a99e4ecea5a040e7a77ad8ab
work_keys_str_mv	AT marianolinski facebookasanengagementtoolhowarepublicbenefitorganizationsbuildingrelationshipswiththeirpublic AT piotrszamrowski facebookasanengagementtoolhowarepublicbenefitorganizationsbuildingrelationshipswiththeirpublic
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Facebook as an engagement tool: How are public benefit organizations building relationships with their public?

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