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Facebook as an engagement tool: How are public benefit organizations building relationships with their public?

ABSTRACT: The beginning of the 21st century brought a change in the approach to public relations (PR). Both the literature and the practice saw a shift in focus from evaluating the efficiency of communication strategies to relationship management. On the other hand, the growing interest in the use of social media in the management of many types of organizations has prompted researchers to seek the theoretical causes of this trend. Therefore, the purpose of this research is to examine the scope of the Polish public benefit organizations' (PBO) use of the social network Facebook in managing relationships with stakeholders. The PBO is a specific form of non-profit organization, which enjoys the special privilege of collecting tax-deductible donations of 1% of personal income tax (PIT). The research covered 876 entities, which were divided into four clusters depending on their size. A database of posts was created that the organizations published in the period selected for the research. Then, the impact of the Facebook content on user engagement was analyzed. For this purpose, various statistical methods were used, i.e. descriptive statistics, statistical tests and multiple regression analysis. The results indicate that, in spite of social media's unquestionable advantages, public benefit organizations only take advantage of a small proportion of this potential. The role of the most popular service, Facebook, in increasing organizational revenue from 1% of PIT deductions seems secondary at best. Apart from that, the results showed that the rates of posting by different Polish public benefit organizations vary widely. Although some organizations were very active in this aspect, the Facebook pages of many organizations remained completely inactive throughout the analysis or showed only minimal activity. Larger organizations exhibited a much greater posting activity than their smaller counterparts.

SUBMITTER: Olinski M

PROVIDER: S-EPMC8428678 | biostudies-literature |

REPOSITORIES: biostudies-literature

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Project description:OBJECTIVE:Academic medical centers in North America are expanding their missions from the traditional triad of patient care, research, and education to include the broader issue of healthcare delivery improvement. In recent years, integrated Critical Care Organizations have developed within academic centers to better meet the challenges of this broadening mission. The goal of this article was to provide interested administrators and intensivists with the proper resources, lines of communication, and organizational approach to accomplish integration and Critical Care Organization formation effectively. DESIGN:The Academic Critical Care Organization Building section workgroup of the taskforce established regular monthly conference calls to reach consensus on the development of a toolkit utilizing methods proven to advance the development of their own academic Critical Care Organizations. Relevant medical literature was reviewed by literature search. Materials from federal agencies and other national organizations were accessed through the Internet. SETTING:The Society of Critical Care Medicine convened a taskforce entitled "Academic Leaders in Critical Care Medicine" on February 22, 2016 at the 45th Critical Care Congress using the expertise of successful leaders of advanced governance Critical Care Organizations in North America to develop a toolkit for advancing Critical Care Organizations. MEASUREMENTS AND MAIN RESULTS:Key elements of an academic Critical Care Organization are outlined. The vital missions of multidisciplinary patient care, safety, and quality are linked to the research, education, and professional development missions that enhance the value of such organizations. Core features, benefits, barriers, and recommendations for integration of academic programs within Critical Care Organizations are described. Selected readings and resources to successfully implement the recommendations are provided. Communication with medical school and hospital leadership is discussed. CONCLUSIONS:We present the rationale for critical care programs to transition to integrated Critical Care Organizations within academic medical centers and provide recommendations and resources to facilitate this transition and foster Critical Care Organization effectiveness and future success.

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Facebook as an engagement tool: How are public benefit organizations building relationships with their public?

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