This case study examined the use of social media sites by a nonprofit social dance center and the role the sites played in the relationships between the organization and its volunteers. Document analysis was used to study the center’s Facebook group, YouTube channel, Flickr site, and blog. Interviews and a focus group were then conducted with the director, operating manager, and 16 volunteers. The study presents new information about strategies organizations employ to cultivate relationships with their publics through social media. It also demonstrates ways in which social media use can result in both positive and negative relationship outcomes.
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