Investigating social media conversions : towards implementing an online reputation management framework for NPOs

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dc.contributor.author Van den Heever, Juran
dc.contributor.author Rensburg, Ronel S.
dc.date.accessioned 2019-10-25T13:26:03Z
dc.date.available 2019-10-25T13:26:03Z
dc.date.issued 2018
dc.description.abstract The main objective of the research reported in this article was to investigate whether a proposed online reputation management framework can be implemented for an NPO to effect stakeholder engagement in social media content and conversations. The research further assessed whether an NPO can afford greater control of the social web by tracking critical comments and negative publicity and by utilising this information to manage its reputation. The latter was achieved by exploring the Facebook page of a South African trade union, Solidarity, to determine the impact of online conversations on the reputation of the NPO, regardless of the content. A case study methodology was used for the research. The research, which departed from an interpretivist tradition, aimed at analysing the online interactions of stakeholders and their impact on the reputation of the organisation. Data was elicited through interviews with administrators and the content of conversations on Facebook. The latter was analysed through content analysis. The outcomes of the research and the ideas presented in this article might assist NPOs with reputation management by implementing the online reputation management framework as a tool to manage and direct their online content and conversations for improved reputation. en_ZA
dc.description.department Communication Management en_ZA
dc.description.librarian am2019 en_ZA
dc.description.uri http://journals.ufs.ac.za/index.php/com/index en_ZA
dc.identifier.citation Van den Heever, J. & Rensburg, R. 2018, 'Investigating social media conversions: towards implementing an online reputation management framework for NPOs', Communitas, vol. 23, pp. 53-73. en_ZA
dc.identifier.issn 1023-0556 (print)
dc.identifier.issn 2415-0525 (online)
dc.identifier.other 10.18820/24150525/Comm.v23.4
dc.identifier.uri http://hdl.handle.net/2263/72019
dc.language.iso en en_ZA
dc.publisher University of the Free State en_ZA
dc.rights © Creative Commons With Attribution (CC-BY) en_ZA
dc.subject Online reputation management en_ZA
dc.subject Online conversations en_ZA
dc.subject Content en_ZA
dc.subject Social media en_ZA
dc.subject Stakeholder engagement en_ZA
dc.subject Reputation en_ZA
dc.subject Non-profit organisation (NPO) en_ZA
dc.title Investigating social media conversions : towards implementing an online reputation management framework for NPOs en_ZA
dc.type Article en_ZA


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