Social Media Use Among Nonprofit Organizations in Rural Appalachia

Introduction: Social media have changed the landscape of health communication for nonprofit organizations (NPOs). Yet, adoption and use of social media lag among NPOs in rural Appalachia due largely to limited infrastructure development. Methods: Semi-structured phone interviews were conducted in January–March 2018 with 21 NPO representatives in an 8-county region of rural Appalachian Tennessee. NPO representatives were asked questions pertaining to social media use and message content, effective communication strategies, and best practices in social media use. Transcripts were analyzed in April–May 2018 using thematic analysis. Results: The majority of NPOs had a Facebook page and recognized its promise as a communication tool. However, due to resource constraints, most NPOs used social media as a secondary communication strategy to complement traditional approaches. In terms of messaging, NPOs used social media primarily to share information and solicit donations or volunteers. Representatives identified several obstacles to social media use among NPOs in the region. These included limited organizational resources, community infrastructure, and household resources. Implications: Social media are inexpensive communication tools that NPOs in rural Appalachia can use to expand their digital footprint into hard-to-reach populations. Therefore, eliminating the digital divide across the U.S. is an important step toward enhancing rural NPOs’ capacity to serve their communities well. Opportunities for NPO staff to access low-cost professional development and training in the use of social media, specifically for social marketing purposes, are also essential

Health Communication Strategies Among Non-Profit Organizations in Appalachia

Social media has several advantages over more traditional forms of mass communication, but many non-profit organizations (NPOs) are underutilizing social media as a communication platform. There is limited research on social media use among NPOs in rural Appalachia. The current study fills this gap in the literature by examining social media use among NPOs in rural Appalachian Tennessee. We conducted 20 semi-structured phone interviews with NPO representatives (President, CEO, Executive Directors) in an 8-county region of Appalachian Tennessee. The interviews were transcribed and analyzed using Braun and Clarke’s thematic analysis. Thematic analysis indicated that rurality, organizational capacity, messaging, and social media as a secondary communication strategy were important themes. Fiscal, personnel, and time constraints were limiting factors in terms of NPOs ability to use social media. NPOs used social media primarily to share information with their target audience. While acknowledged as an important feature of social media, NPOs were less likely to use social media to advocate, engage, or mobilize community support. Further data collection is ongoing to confirm these findings and to identify best practices. NPOs in rural Appalachia can use these findings to enhance their communication strategies

Best Practices to Improve Social Media Use Among Non-Profits Organizations in Rural Appalachia

Introduction: The rapid growth of social media provides new opportunities for non-profit organizations to network and influence the public. Rural non-profit organizations can expand organizational capacity and reach, engage more stakeholders, and acquire new donors at a relatively low cost by using social media effectively. Despite the obvious benefits of social media, many rural non-profits underutilize this technology due to social drivers in the community and lack of organizational capacity. This is particularly salient in rural Appalachia where inequities persist in access to broadband and wireless mobile services. Eliciting insights from the experts - rural nonprofit leaders – is critical in identifying strategies to help nonprofit organizations level up social media use. There is a paucity of research on social media use among nonprofit organizations in rural Appalachia. The present study fills this important knowledge gap in the literature. Methodology: This qualitative study used purposive sampling techniques to recruit representatives from nonprofit organizations located in an 8-county region of Appalachian Tennessee. Semi-structured phone interviews were conducted in 2018 with nonprofit representatives (n=21). Nonprofit representatives were asked questions pertaining to social media use, effective communication strategies, and best practices. Probing questions were used to explore topics further. The audio recordings of the interviews were transcribed verbatim. Braun and Clarke’s thematic analysis procedures were used to conduct an in-depth descriptive analysis of participants’ responses and develop themes. Result: Four best practice strategies were identified: 1) “Know your people”—relationships matter: It is important to develop strong ties within the community; 2) “We had to come up with something fast”—resourcefulness matters: Nonprofit organizations should practice resourcefulness and adaptability in program development and outreach, 3) “Catch their attention”—the message matters: Messaging should be brief and positive in nature, and 4) “A lot of nonprofits come and go…”—the nonprofit matters: Nonprofit organizations should implement sound business practices. These themes highlight practical steps nonprofit organizations can take to enhance their social media communication strategies. Conclusion: With the emergence of sophisticated, easily accessible social media platforms like Facebook, YouTube, and Twitter, there is an urgent need to identify simple strategies rural nonprofits can employ to use social media more effectively. Our research addresses this need by summarizing the best practices in social media practices for nonprofit organizations in rural Appalachia. Nonprofit organizations in rural Appalachia can use these best practices to enhance communication strategies, expand their reach, and strengthen relationships within the communities they serve