Thesis
Investigation of social media metrics and communication for nonprofits arts organizations
Master of Science (M.S.), Drexel University
Dec 2012
DOI:
https://doi.org/10.17918/etd-4346
Abstract
Social media has a growing presence as a source of communication for the nonprofit arts sector. Many organizations use social media in an attempt to communicate and develop relationships with audiences. However, there is not much research about social media or how an organization should use it as a method to improve social media communication with its audience. During a ten-week summer internship at the Philadelphia Photo Arts Center, I conducted social media research and develop a social media plan. The Philadelphia Photo Arts Center is an nonprofit arts organization that is devoted to the study, practice and appreciation of photography in Philadelphia. The mission is fulfilled by providing exhibits, educational programs, and affordable access to photography equipment. I worked with the staff to develop social media tactics that would improve PPAC use of social media and communication with its audience. I used this experience as a case study for this thesis to help describe social media communication and social media evaluative metrics. The goal of this thesis is to determine if social media can be used as a source of communication, if there are metrics that a nonprofit arts organization can track and if those metrics can be used to help an organization improve its communication efforts. This case study research found that social media can provide an additional source of communication for organizations and their audiences. It also found that before committing to a social media strategy, an organization conducts research regarding existing social media presence and measurable evaluative metrics that will help improve communication.
Metrics
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Details
- Title
- Investigation of social media metrics and communication for nonprofits arts organizations
- Creators
- Meagan Dion - DU
- Contributors
- Catherine Bartch (Advisor) - DU
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 65 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4346; 991014632294604721