Using Social Media to Increase Nonprofit Organizational Capacity

This study examines social media utilization in nonprofit organizations (NPOs) for increasing organizational capacity. Using data from a survey of human service NPOs in the Los Angeles metropolitan area, the study finds that NPOs that post frequently on their social media sites and use dedicated funding are more likely to perceive social media as being effective in increasing their organizational capacity. However, NPOs that use Twitter, videos, and community-building posts are less likely to perceive social media as being effective. The study also reveals that NPOs face major challenges in social media use regarding resources, expertise, leadership and constituency.