What Matters in Social Media Engagement? Czech Social Service Organizations´ Example
What Matters in Social Media Engagement? Czech Social Service Organizations´ Example

Author(s): Pavel Bachmann
Subject(s): Media studies, Social Informatics, ICT Information and Communications Technologies
Published by: Masarykova univerzita nakladatelství
Keywords: Social Media; Facebook; Social Services; Nonprofit Organization; Engagement;
Summary/Abstract: The social media effect is greatly affected by an ability of organization to engage its community and stakeholders. Therefore, the study primarily aims on communication published on organization´ social media and on engagement related to the nature of service, respectively related to the content type of post. At the first research phase, the research sample is composed of 185 nonprofit nongovernmental organizations from the field of social services and located in the Czech Republic. At the next research phases, an in-depth analysis of 550 Facebook posts published by 55 organizations is conducted. An engagement rate is measured with a set of metrics, including responsiveness, involvement, and virality. Results showed that social service organizations use Facebook as their primary social medium. Moreover, stronger statistical differences in engagement were found according to the organization´ primary orientation than according to the content type of posts. Statistically higher engagement rate was recorded in organizations oriented on children and youth, homeless people, and physical disabilities. Vice versa, the lower engagement was found in organizations dealing with family problems, mentally disabled or integration of foreigners.

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