Facebook jako narzędzie kreowania relacji w organizacjach pożytku publicznego w dobie pandemii covid-19

• Autorzy: Piotr Szamrowski

Warianty tytułu

Facebook as a Tool for Creating Relations in Public Benefit Organizations During Covid-19 Pandemic

• Języki publikacji: PL

Abstrakty

Głównym celem badań było określenie zakresu, w jakim organizacje pożytku publicznego wykorzystują serwis społecznościowy Facebook w zarządzaniu relacjami z interesariuszami w dobie pandemii COVID-19. Brak konieczności fizycznej interakcji z odbiorcą organizacyjnych komunikatów oznacza, że rola mediów społecznościowych w sytuacjach kryzysowych wydaje się szczególnie ważna. Podmiotem badań była specyficzna grupa organizacji non profit, tj. tylko takie, które posiadały status organizacji pożytku publicznego. Badania przeprowadzono dla dwóch okresów, tj. lutego 2020 roku, czyli stanu sprzed pandemii COVID-19, i w szczytowym okresie jej trwania, tj. w lutym 2021 roku. Uzyskane rezultaty wskazują, że potencjał Facebooka w kryzysowym momencie funkcjonowania badanych organizacji został wykorzystany tylko w niewielkim stopniu.(abstrakt oryginalny)

EN

The main objective of the research was to determine the extent to which public benefit organizations use Facebook to manage relations with stakeholders during the time of the COVID-19 pandemic. The lack of the necessity to physically interact with the recipient of organizational messages means that the role of social media in crisis situations seems particularly important. The subject of the research was a specific group of non-profit organizations, i.e. only those with the status of a public benefit organization. The research was carried out in two periods, i.e. February 2020, the state before the COVID-19 pandemic and in its peak period, i.e. February 2021. The obtained results indicate that the potential of Facebook at the crisis moment in the functioning of the surveyed organizations was used only to a small extent.(original abstract)

Słowa kluczowe

PL

Media społecznościowe; Organizacje pożytku publicznego; COVID-19; Relacje organizacyjne; Relacje międzyludzkie

EN

Social media; Public benefit organisation; COVID-19; Organizational relationships; Interpersonal relations

• Czasopismo: Zeszyty Naukowe Politechniki Częstochowskiej. Zarządzanie
• Rocznik: 2022
• Numer: nr 47
• Strony: 60--79

Twórcy

autor

Piotr Szamrowski

• Uniwersytet Warmińsko-Mazurski w Olsztynie

Bibliografia

• Bellucci, M., & Manetti, G. (2017). Facebook as a Tool for Supporting Dialogic Accounting? Evidence from Large Philanthropic Foundations in the United States. Accounting, Auditing and Accountability Journal, 30(4), 874-905. DOI: 10.1108/AAAJ-07-2015-2122
• Bortree, D., & Seltzer, T. (2009). Dialogic Strategies and Outcomes: An Analysis of Environmental Advocacy Groups' Facebook Profiles. Public Relations Review, 35(1), 317-319. DOI: 10.1016/j.pubrev.2009.05.002
• Cheng, Y., & Lee, C. J. (2019). Online Crisis Communication in a Post-Truth Chinese Society: Evidence from Interdisciplinary Literature. Public Relations Review, 45(4), 649-662. DOI: 10.1016/j.pubrev.2019.101826
• Du Plessis, C. (2018). Social Media Crisis Communication: Enhancing a Discourse of Renewal Through Dialogic Content. Public Relations Review, 44(5), 829-838. DOI: 10.1016/j.pubrev.2018.10.003
• Fortunato, J. A. (2018). Understanding a Non-Causality Crisis Response: Examining the Florida Panthers Response to Hurricane Irma. Public Relations Review, 44(5), 776-783. DOI: 10.1016/j.pubrev.2018.09.001
• Guo, C., & Saxton, G. D. (2014). Tweeting Social Change: How Social Media Are Changing Nonprofit Advocacy. Nonprofit and Voluntary Sector Quarterly, 43(1), 57-79.
• Hellsten, I., Jacobs, S., & Wonneberger, A. (2019). Active and Passive Stakeholders in Issue Arenas: A Communication Network Approach to the Bird Flu Debate on Twitter. Public Relations Review, 45(1), 35-48. DOI: 10.1016/j.pubrev.2018.12.009
• Huang, Y., & DiStaso, M. (2020). Responding to a Health Crisis on Facebook: The Effects of Response Timing and Message Appeal. Public Relations Review, 46(3), 452-468. DOI: 10.1016/j.pubrev.2020.101909
• Huang, Y. C., Lin, Y. P., & Saxton, G. D. (2016). Give Me a Like: How HIV/AIDS Nonprofit Organizations Can Engage Their Audience on Facebook. Aids Education and Prevention, 28(6), 539-556. DOI: 10.1521/AEAP.2016.28.6.539
• Ingenhoff, D., & Koelling, A. M. (2009), The Potential of Web Sites as a Relationship Building Tool for Charitable Fundraising NPOs. Public Relations Review, 35, 66-73. DOI: 10.1016/j.pubrev.2008.09.023
• Kent, M. L., & Taylor, M. (1998). Building Dialogic Relationships Through the World Wide Web. Public Relations Review, 24(3), 321-334. DOI: 10.1016/S0363-8111(99)80143-X
• Lane, A. B. (2018). If It's So Good, Why Not Make Them Do It? Why True Dialogue Cannot Be Mandated. Public Relations Review, 44(5), 656-666. DOI: 10.1016/j.pubrev.2018.10.001
• Liu, W., Lai, C. H., & Wayne, X. (2018). Tweeting about Emergency: A Semantic Network Analysis of Government Organizations' Social Media Messaging During Hurricane Harvey. Public Relations Review, 44(5), 807-819. DOI: 10.1016/j.pubrev.2018.10.009
• Nah, S., & Saxton, G. (2013). Modeling the Adoption and Use of Social Media by Nonprofit Organizations. New Media and Society, 15(2), 294-313. DOI: 10.1177/1461444812452411
• Oliński, M., & Szamrowski, P. (2017). How Public Benefit Organizations Are Building Relationships with Their Public. Nonprofit Management and Leadership, 28(2), 271-280. DOI: 10.1002/nml.21278
• Oliński, M., & Szamrowski, P. (2018). Znaczenie mediów społecznościowych w funkcjonowaniu organizacji pożytku publicznego. Zeszyty Naukowe Politechniki Śląskiej. Organizacja i Zarządzanie, 117, 351-368. DOI: 10.29119/1641-3466.2018.117.23
• Russmann, U., & Lane, A. B. (2020). Mandating Dialogue? International Perspectives on Differences between Theory and Practice. Public Relations Review, 46(1), 572-583. DOI: 10.1016/j.pubrev.2019.101819
• Saxton, G. D., & Waters, R. D. (2014). What Do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations' Informational, Promotional, and Community Building Messages. Journal of Public Relations Research, 26(3), 280-299. DOI: 10.1080/1062726X.2014.908721
• Smith, B. G., Smith, S. B., & Knighton, D. (2018). Social Media Dialogues in a Crisis: A Mixed- -Methods Approach to Identifying Publics on Social Media. Public Relations Review, 44(4), 562-573. DOI: 10.1016/j.pubrev.2018.07.005
• Tao, W., Li, C. Z., Chen, Z. F., & Ji, Y. G. (2021). Public Responses to Nonprofit Social Media Messages: The Roles of Message Features and Cause Involvement. Public Relations Review, 47(2), 102038. DOI: 10.1016/j.pubrev.2021.102038
• van Wissen, N., & Wonneberger, A. (2017). Building Stakeholder Relations Online: How Nonprofit Organizations Use Dialogic and Relational Maintenance Strategies on Facebook. Communication Management Review, 2(1), 54-74. DOI: 10.22522/cmr20170119
• Wright, D. K., & Hinson, M. (2017). Tracking How Social and Other Digital Media are Being Used in Public Relations Practice: A Twelve-Year Study. Public Relations Journal, 11(1), 1-31.
• Xu, S. (2019). Prioritizing Relationships: The Investment Model and Relationship Maintenance Strategies in Organizational Crises. Public Relations Review, 45(3), 540-558. DOI: 10.1016/j.pubrev.2019.05.003
• Zhao, X., Zhan, M., & Liu, B. F. (2018). Disentangling Social Media Influence in Crises: Testing a Four-Factor Model of Social Media Influence with Large Data. Public Relations Review, 44(4), 549-561. DOI: 10.1016/j.pubrev.2018.08.002

Identyfikatory

DOI

10.17512/znpcz.2022.3.05