Bertrand.pt - The Quest For Attention

The Quest For Attention (eBook)

Nonprofit Advocacy In A Social Media Age

de Gregory D. Saxton e Chao Guo 

idioma: Inglês
Editor: Stanford University Press
Edição ou reimpressão: julho de 2020
24,97€
Pré-lançamento - envio a partir de 28-07-2020
Ebook para ADE

Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media ushers in a "noisy" information era that renders it more difficult for nonprofits to make their voices heard. This book seeks to unpack the prevalence, mechanisms, and ramifications of a new model for nonprofit advocacy in a social media age. The keyword for this new model isattention. Advocacy always starts with attention: when an organization speaks out on a cause, it must ensure that it has an audience and that its voice is heard by that audience; it must ensure that current and potential supporters are paying attention to what it has to say before expecting more tangible outcomes. Yet the organization must also ensure that advocacy does not end with attention: attention should serve as a springboard to something greater. The authors elaborate how attention fits into contemporary organizations' advocacy work and explain the key features of social media that are driving the quest for attention. Developing conceptual models, they explain why some organizations and messages gain attention while others do not. Lastly, the book explores how organizations are weaving together online and offline efforts to deliver strategic advocacy outcomes.

The Quest For Attention
Nonprofit Advocacy In A Social Media Age
de Gregory D. Saxton e Chao Guo 
ISBN: 9781503613089 Ano de edição ou reimpressão: 07-2020 Editor: Stanford University Press Idioma: Inglês Tipo de Produto: eBook Formato: ePUB i Classificação Temática: eBooks  >  eBooks em Inglês  >  Gestão  >  Organizações de Empresas

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