Koseki Takashi    Department   Undergraduate School  , School of Business Administration    Position   Professor
Date	2013/06/06
Presentation Theme	Nonprofit Marketing through Social Media: A Case Study of a Nonprofit Using Facebook
Conference	2013 ANSER/ARES Conference
Promoters	ANSER/ARES (Association for Nonprofit and Social Economy Research)
Conference Type	International
Presentation Type	Speech (General)
Contribution Type	Individual
Venue	Victoria, Canada
Details	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.