Wpływ Twittera na poziom zaangażowania użytkownika profilu w organizacjach pożytku publicznego
The Influence of Twitter on the Level of User Profile Engagement in Public Benefit Organizations

Summary/Abstract: The article deals with the use of social media by public benefit organizations (PBO). The research was carried out on the example of Twitter as a social medium used not only as a relay of information, but as an instrument for building and maintaining relations with stakeholders of the organization. Therefore, the aim of the research was to identify the impact of messages posted on Twitter on the engagement of users of the profile. The impact of tools available on Twitter on the level of profile user engagement was measured by the number of retweets, the number of likes and comments of a single tweet. In the case of PBO, the use of as many channels as possible in communication can translate into the necessary financial resources to implement its statutory objectives. Twitter can be a very useful service in this context. Unfortunately, it plays a small role in PBO. The obtained results indicate that its most important feature, i.e. interactivity and the resulting possibility of building relations based on dialogue, is not used in the case of PBO.

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