What Matters in Social Media Engagement? Czech Social Service Organizations' Example

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F19%3A50016968" target="_blank" >RIV/62690094:18450/19:50016968 - isvavai.cz</a>

Výsledek na webu

<a href="http://ctpsr.econ.muni.cz/wp-content/uploads/2019/06/CTPSR_Proceedings_2019.pdf" target="_blank" >http://ctpsr.econ.muni.cz/wp-content/uploads/2019/06/CTPSR_Proceedings_2019.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

What Matters in Social Media Engagement? Czech Social Service Organizations' Example

Popis výsledku v původním jazyce

The social media effect is greatly affected by an ability of organization to engage its community and stakeholders. Therefore, the study primarily aims on communication published on organization&apos; social media and on engagement related to the nature of service, respectively related to the content type of post. At the first research phase, the research sample is composed of 185 nonprofit nongovernmental organizations from the field of social services and located in the Czech Republic. At the next research phases, an in-depth analysis of 550 Facebook posts published by 55 organizations is conducted. An engagement rate is measured with a set of metrics, including responsiveness, involvement, and virality. Results showed that social service organizations use Facebook as their primary social medium. Moreover, stronger statistical differences in engagement were found according to the organization&apos; primary orientation than according to the content type of posts. Statistically higher engagement rate was recorded in organizations oriented on children and youth, homeless people, and physical disabilities. Vice versa, the lower engagement was found in organizations dealing with family problems, mentally disabled or integration of foreigners.

Název v anglickém jazyce

What Matters in Social Media Engagement? Czech Social Service Organizations' Example

Popis výsledku anglicky

The social media effect is greatly affected by an ability of organization to engage its community and stakeholders. Therefore, the study primarily aims on communication published on organization&apos; social media and on engagement related to the nature of service, respectively related to the content type of post. At the first research phase, the research sample is composed of 185 nonprofit nongovernmental organizations from the field of social services and located in the Czech Republic. At the next research phases, an in-depth analysis of 550 Facebook posts published by 55 organizations is conducted. An engagement rate is measured with a set of metrics, including responsiveness, involvement, and virality. Results showed that social service organizations use Facebook as their primary social medium. Moreover, stronger statistical differences in engagement were found according to the organization&apos; primary orientation than according to the content type of posts. Statistically higher engagement rate was recorded in organizations oriented on children and youth, homeless people, and physical disabilities. Vice versa, the lower engagement was found in organizations dealing with family problems, mentally disabled or integration of foreigners.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

CURRENT TRENDS IN PUBLIC SECTOR RESEARCH

ISBN

978-80-210-9257-0

ISSN

2336-1239

e-ISSN

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Počet stran výsledku

7

Strana od-do

35-41

Název nakladatele

Masarykova univerzita. Ekonomicko-správní fakulta

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

24. 1. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000560960400004