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Critical Success Factors for Social Media Campaigns in Austrian NGOs

Oberdorfer, Anna LU (2016) SKPM08 20161
Department of Strategic Communication
Abstract
This thesis examines social media campaigns in the Austrian NGO sector, focusing on fundraising, awareness-raising and advocacy campaigns. Building knowledge on existing literature on social media and the theory of social marketing, as well as through conducting practitioner interviews success factors of social media campaigns of Austrian NGOs are identified. The main limitation of this study is, that the identified success factors cannot be tested on effectiveness in practice, as this would exceed the scope of this study. Additionally, this study focuses on challenges and opportunities social media campaigns bear for NGOs. The main findings suggest that Austrian NGOs are still in their infancies with regards to social media communication... (More)
This thesis examines social media campaigns in the Austrian NGO sector, focusing on fundraising, awareness-raising and advocacy campaigns. Building knowledge on existing literature on social media and the theory of social marketing, as well as through conducting practitioner interviews success factors of social media campaigns of Austrian NGOs are identified. The main limitation of this study is, that the identified success factors cannot be tested on effectiveness in practice, as this would exceed the scope of this study. Additionally, this study focuses on challenges and opportunities social media campaigns bear for NGOs. The main findings suggest that Austrian NGOs are still in their infancies with regards to social media communication and digital strategies, which is mostly due to the fact that little priority is attributed to social media communications in the Austrian NGO sector.

Keywords: social media, campaigns, strategic communication, NGOs (Less)
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author
Oberdorfer, Anna LU
supervisor
organization
course
SKPM08 20161
year
type
H2 - Master's Degree (Two Years)
subject
language
English
id
8893419
date added to LUP
2018-01-10 09:09:03
date last changed
2018-01-10 09:09:03
@misc{8893419,
  abstract     = {This thesis examines social media campaigns in the Austrian NGO sector, focusing on fundraising, awareness-raising and advocacy campaigns. Building knowledge on existing literature on social media and the theory of social marketing, as well as through conducting practitioner interviews success factors of social media campaigns of Austrian NGOs are identified. The main limitation of this study is, that the identified success factors cannot be tested on effectiveness in practice, as this would exceed the scope of this study. Additionally, this study focuses on challenges and opportunities social media campaigns bear for NGOs. The main findings suggest that Austrian NGOs are still in their infancies with regards to social media communication and digital strategies, which is mostly due to the fact that little priority is attributed to social media communications in the Austrian NGO sector.

Keywords: social media, campaigns, strategic communication, NGOs},
  author       = {Oberdorfer, Anna},
  language     = {eng},
  note         = {Student Paper},
  title        = {Critical Success Factors for Social Media Campaigns in Austrian NGOs},
  year         = {2016},
}