Chao Guo and Gregory D. Saxton: The Quest for Attention: Nonprofit Advocacy in a Social Media Age

David A. Campbell

doi:10.1515/npf-2020-0048

Abstract

Chao Guo and Gregory D. Saxton: The Quest for Attention: Nonprofit Advocacy in a Social Media Age

Highlights

If the level of activity I see on my Twitter timeline by fellow academics is any indication, new research on the quest for attention on social media should be of particular interest to many pandemic-constrained scholars like me, whose recent work and personal lives have been defined by social distancing, working and teaching from home, conferences made virtual, and related frustrations
I recommend the book wholeheartedly. It makes important advances in our understanding of nonprofit organizations’ social media behavior, the effectiveness of different tactical choices used in the practice of advocacy
While the field has benefited from the growing understanding of the social media choices nonprofit organizations make, that work has had limited ability to inform practice, one of the most critical benefits of nonprofit management research

Summary

Introduction

If the level of activity I see on my Twitter timeline by fellow academics is any indication, new research on the quest for attention on social media should be of particular interest to many pandemic-constrained scholars like me, whose recent work and personal lives have been defined by social distancing, working and teaching from home, conferences made virtual, and related frustrations. The book addresses how nonprofit advocacy organizations use social media and whether it generates the attention they seek. It makes important advances in our understanding of nonprofit organizations’ social media behavior, the effectiveness of different tactical choices used in the practice of advocacy.

Results

Conclusion