Building brands and communities: How social media are changing the landscape of non-profit organizations in a city in Michigan, U.S.A.

Social media facilitate dialogic relationships between organizations and stakeholders that were not as feasible before. The low cost and easy availability of these media make them indispensable to non-profit organizationsas a means to establish and strengthen brand identity and to deliver much needed services to their communities. Using a convenience sample, this paper is based on six in-depth interviews with social media managers in five non-profit organizations (NPOs) in Grand Rapids, Michigan, U.S.A. Taking a contingency approach to technology adoption, the managers described how they leveraged Facebook, Twitter and Instagram to keep up with their stakeholders and extend their service networks. The following overarching research question guided data collection and analysis: How are social media being used by NPOs to strengthen brand identity and their relationships with stakeholders? Using a grounded qualitative approach, data analysis revealed the indispensable benefits that accrue through the use of these media to spread the word about the mandate of these organizations, to connect with stakeholders, and to attain a strong employee and volunteer base. Little evidence was available about the use of social media for development efforts which appear to require a more personal, hands-on approach. Further research is needed in this area. Key Words: Social Media, Non-Profit Organizations, Stakeholders, Brand Identity, Dialogic Relationships * Yasmin Gopal, Ph.D., is an Assistant Professor in the Department of Advertising and Public Relations, Grand Valley State University, 1 Campus Drive, Allendale, Michigan, U.S.A.