Social Media for the Good of the Community

Abstract

Today, social media platforms are widely used by individuals, organizations, and companies who want to promote themselves and interact with different audiences. Based on a quantitative content analysis procedure, this research aimed to discover how effectively the NGOs from Brașov County, active in the social services field, use social media platforms to attract community engagement. A total score of effective use was calculated for each NGO. Our findings suggest that nonprofit organizations have low levels of effective social media use.