Social networking working sites (SNS) such as Facebook are becoming a cost-effective, preferred means of marketing, being a progressive tool to reach a vast audience quickly and simultaneously. Nonprofit organizations such as PETA have the ability to increase donorship and volunteerism through e-word-of mouth marketing by establishing a Facebook presence through post content and user interaction to increase the visibility of the organization. This case study is designed to evaluate PETA's effectiveness in using Facebook as a marketing tool by analyzing PETA's Facebook post content in relation to user interactivity. Post content was evaluated by design, post category, author of post and inclusion of hyper links. Interactivity was measured by type of category, comments, likes and shares, and the frequency of each type of interactivity. The results found that user interactivity was related to post content and design and overall user interactivity was related to PETA's consistency in creating Facebook posts. The findings of this study conclude that SNS marketing needs to be consistent and frequent. Facebook post content should not be random or haphazard, meaning marketing plans need to be specifically developed to each organization in creating Facebook posts to encourage interactivity of visitors to an organization's Facebook page.
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