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Josh Greenberg

Bio: Josh Greenberg is an academic researcher. The author has an hindex of 1, co-authored 1 publications receiving 121 citations.

Papers
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Journal Article
TL;DR: In this article, the authors examine the extent to which the online activities of environmental nonprofit organizations correspond with a "broadcast" paradigm or a two-way "dialogical" paradigm of communication.
Abstract: This paper maps the web presence of environmental nonprofit organizations (ENPOs) in Canada. It focuses upon a sample of 43 websites which were examined in April/May 2009. All of the websites belong to member organizations of the Climate Action Network-Canada, a peak ENPO with collaborative networks in the United States and Europe. Our interest is in examining the extent to which the online activities of ENPOs correspond with a ‘broadcast’ paradigm—based on the principle of one-way information flow—or a two-way ‘dialogical’ paradigm of communication. Special attention is given to addressing the use of social media technologies (Web 2.0) by these ENPOs, including Facebook, Twitter, RSS feeds and blogs. The findings interrogate the tension between instrumental and dialogical forms of communication. They also demonstrate that although there are cases of effective web-based communication by ENPOs, most are not leveraging the potential these technologies afford for constituency engagement, relationship building and conversation. The findings contribute to scholarship on nonprofit communication, environmental communication, social media and public relations.

125 citations


Cited by
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Journal ArticleDOI
TL;DR: In this article, the authors examine the Twitter utilization practices of the 100 largest nonprofit organizations in the United States and find that they are better at using Twitter to strategically engage their stakeholders via dialogic and community-building practices.
Abstract: The rapid diffusion of "microblogging" services such as Twitter is ushering in a new era of possibilities for organizations to communicate with and engage their core stakeholders and the general public. To enhance understanding of the communicative functions microblogging serves for organizations, this study examines the Twitter utilization practices of the 100 largest nonprofit organizations in the United States. The analysis reveals there are three key functions of microblogging updates-"information," "community," and "action." Though the informational use of microblogging is extensive, nonprofit organizations are better at using Twitter to strategically engage their stakeholders via dialogic and community-building practices than they have been with traditional websites. The adoption of social media appears to have engendered new paradigms of public engagement. Keywords: microblogging; Twitter; social media; stakeholder relations; organizational communication; organization-public relations; nonprofit organizations

745 citations

Journal ArticleDOI
TL;DR: Feeley et al. as mentioned in this paper examined the Twitter utilization practices of the 100 largest nonprofit organizations in the United States and found that there are three key functions of microblogging updates: information, community, and action.
Abstract: The rapid diffusion of “microblogging” services such as Twitter is ushering in a new era of possibilities for organizations to communicate with and engage their core stakeholders and the general public. To enhance understanding of the communicative functions microblogging serves for organizations, this study examines the Twitter utilization practices of the 100 largest nonprofit organizations in the United States. The analysis reveals there are three key functions of microblogging updates—“information,”“community,” and “action.” Though the informational use of microblogging is extensive, nonprofit organizations are better at using Twitter to strategically engage their stakeholders via dialogic and community-building practices than they have been with traditional websites. The adoption of social media appears to have engendered new paradigms of public engagement. © 2012 Wiley Periodicals, Inc. (Authors are listed in alphabetical order. The authors would like to thank Tom Feeley, Richard Waters, Seungahn Nah, I-hsuan Chiu, Yuchao Huang, and Kenton Anderson for helpful comments and suggestions.)

571 citations

Posted Content
TL;DR: It is found that the nation’s largest nonprofits are not using Twitter to maximize stakeholder involvement, as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.
Abstract: One hundred forty characters seems like too small a space for any meaningful information to be exchanged, but Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods. Specifically, it looks into the organizations’ utilization of tweet frequency, following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files. After analyzing 4,655 tweets, the study found that the nation’s largest nonprofits are not using Twitter to maximize stakeholder involvement. Instead, they continue to use social media as a one-way communication channel, as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.

570 citations

Journal ArticleDOI
TL;DR: In this paper, the authors look into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods, including following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files.

515 citations

Journal ArticleDOI
TL;DR: In this article, the authors investigate the use of social media by 188 501(c)(3) advocacy organizations and identify new organizational practices and forms of communication heretofore unseen in the literature.
Abstract: How are nonprofit organizations utilizing social media to engage in advocacy work? We address this question by investigating the social media use of 188 501(c)(3) advocacy organizations. After briefly examining the types of social media technologies employed, we turn to an in-depth examination of the organizations’ use of Twitter. This in-depth message-level analysis is twofold: A content analysis that examines the prevalence of previously identified communicative and advocacy constructs in nonprofits’ social media messages; and an inductive analysis that explores the unique features and dynamics of social media-based advocacy and identifies new organizational practices and forms of communication heretofore unseen in the literature.

438 citations