コセキ　タカシ   Koseki Takashi   小関　隆志    所属   明治大学  経営学部    職種   専任教授
発表年月日	2013/06/06
発表テーマ	Nonprofit Marketing through Social Media: A Case Study of a Nonprofit Using Facebook
会議名	2013 ANSER/ARES Conference
主催者	ANSER/ARES (Association for Nonprofit and Social Economy Research)
学会区分	国際学会
発表形式	口頭（一般）
単独共同区分	単独
開催地名	Victoria, Canada
概要	Social media creates great opportunities for nonprofits to spark dialogic communication between nonprofits and their stakeholders. However, most nonprofits currently use social media to send information and they primarily utilize one-way communication. Does the digital divide affect social media usage? This study examined how stakeholders of a nonprofit in an inner-city area communicate through social media. This study tracked a nonprofit organization's Facebook page for one year and conducted surveys with the clients. The findings are 1) most of the clients had access to the internet and used the internet frequently, 2) most of them did not visit Facebook and post comments.