Seventh International Conference on Communication & Media Studies

Abstract

Since the introduction of social media, nonprofit organizations have utilized various platforms to maintain communications with their constituencies and broaden their audiences. In this time when it is simple to post anything on a social media platform and potentially reach a vast audience, how do non-profit organizations ensure they are effectively and responsibly communicating with their constituents? This paper begins with a historic overview of social media for nonprofit organizations. We present a survey of how social media has been used in fundraising communications, donor interactions, and public relations in the nonprofit sector. Following a review of past social media use by organizations we turn to an exploration of social media communication in the post-truth era. With this literature presented, we then move into a theoretical construction of the foreseeable and potential challenges of the post-truth era confronting nonprofit organizations dependent on social media for communicating with their communities. This research provides non-profit organizations with a framework and strategies to respond to external social media misinformation posted by the organization’s constituents, clients, and audience. This thought process examines “post-truth” not only as an internal threat but as an external threat, as well. Our study concludes with warnings for nonprofits as they navigate this post-truth climate and guidance toward mitigating and avoiding the expected pitfalls it brings.