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Building non-profit communities onli...

Parker, Mary Catalanotto.

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Building non-profit communities online: A case study of a hospital Facebook page.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Building non-profit communities online: A case study of a hospital Facebook page./
Author:	Parker, Mary Catalanotto.
Description:	151 p.
Notes:	Source: Masters Abstracts International, Volume: 50-06, page: 3511.
Contained By:	Masters Abstracts International50-06.
Subject:	Speech Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1512963
ISBN:	9781267414281

Building non-profit communities online: A case study of a hospital Facebook page.
Parker, Mary Catalanotto.

Building non-profit communities online: A case study of a hospital Facebook page. - 151 p.

Source: Masters Abstracts International, Volume: 50-06, page: 3511.

Thesis (M.A.)--Clemson University, 2012.

Businesses and organizations are increasingly using online communities to extend brand loyalty from the real world to the virtual world of consumers and other key stakeholders. However, the return on investment for launching an online community can only be realized when appropriate audiences are attracted and interact. This two-phase research study explores a recently launched online community representing a rural hospital in South Carolina. This thesis includes a literature review, in-depth description of the methodology I used, results of a survey and textual analysis of a Facebook page, and a discussion of best practices and future suggestions. I hope that this thesis can prove useful in current and future discussions of the power of social media public relations and marketing, particularly for non-profit organizations.

ISBN: 9781267414281Subjects--Topical Terms:

1017408
Speech Communication.

Building non-profit communities online: A case study of a hospital Facebook page.
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100 1 $a Parker, Mary Catalanotto. $3 3169473
245 1 0 $a Building non-profit communities online: A case study of a hospital Facebook page.
300 $a 151 p.
500 $a Source: Masters Abstracts International, Volume: 50-06, page: 3511.
500 $a Adviser: Susan Hilligoss.
502 $a Thesis (M.A.)--Clemson University, 2012.
520 $a Businesses and organizations are increasingly using online communities to extend brand loyalty from the real world to the virtual world of consumers and other key stakeholders. However, the return on investment for launching an online community can only be realized when appropriate audiences are attracted and interact. This two-phase research study explores a recently launched online community representing a rural hospital in South Carolina. This thesis includes a literature review, in-depth description of the methodology I used, results of a survey and textual analysis of a Facebook page, and a discussion of best practices and future suggestions. I hope that this thesis can prove useful in current and future discussions of the power of social media public relations and marketing, particularly for non-profit organizations.
590 $a School code: 0050.
650 4 $a Speech Communication. $3 1017408
650 4 $a Language, Rhetoric and Composition. $3 1019205
650 4 $a Web Studies. $3 1026830
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690 $a 0681
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710 2 $a Clemson University. $b English. $3 1022128
773 0 $t Masters Abstracts International $g 50-06.
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856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1512963