Social networking for membership engagement in nonprofit organisations: a trade union study

摘要

Similar to the majority of public authorities internationally, many non-profit organisations are considering using Web 2.0 tools to establish online interactions with their members. However, such organisations encounter practical difficulties with assessing the impact of Web 2.0 tools and aligning them with the expectations of their audience. The limited availability of relevant empirical work provides the motivation to reflect on the findings of a research survey conducted with the members of a Greek trade union organisation. Guided by the survey results, union officials are able to better consider an online engagement strategy. For example, contrasting preliminary expectations, most union members did anticipate benefits from the union's presence on Facebook and appeared willing not to draw fixed boundaries between their personal and working life. The study illustrates how research and continuous monitoring can contribute to realising the value of networking technologies within the naturally complicated socio-political environment of such organisations.