Social Media Analytics for Non-Governmental Organizations

Document Type

Book Chapter

Source of Publication

Advances in Data Mining and Database Management

Publication Date

1-1-2022

Abstract

Social media has provided promotion and communication channels for organizations to reach their target audience efficiently and cost-effectively. Despite wide social media analytics applications in different areas, scant studies focus on NGOs. This research analyzes the use of social media by a well-known NGO, the Hong Kong Generation Next Arts Limited (HKGNA), on its presence and user sentiment on Twitter and Facebook to evaluate the brand image, engagement conditions, and promotion effectiveness. These findings showed a low usage frequency of their Twitter channel. Despite the overall positive sentiment, there are some deviations from their charity mission. Yet, their Facebook channel serves well for publicity, and the interaction is relatively active. Thus, more measures are necessary to improve the digital relationship between HKGNA and its targeted audience. Moreover, this methodology for data analysis serves as an example for other NGOs to improve their communication.

ISBN

9781668459591, 9781668459614

ISSN

2327-199X

Publisher

IGI Global

First Page

277

Last Page

295

Disciplines

Communication

Keywords

social media, non-governmental organizations (NGOs), community engagement

Indexed in Scopus

no

Open Access

no

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