Strengthening resource mobilization chains: Developing the social media competencies of community and voluntary organizations in New Zealand

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dc.contributor.authorZorn, Theodore E.
dc.contributor.authorGrant, Suzanne Lisa Parker
dc.contributor.authorHenderson, Alison
dc.date.accessioned2013-10-02T03:36:47Z
dc.date.available2013-10-02T03:36:47Z
dc.date.copyright2013-07-21
dc.date.issued2013
dc.description.abstractThere is potential for nonprofit organizations to increase effectiveness by mobilizing social media to help achieve goals. However, the sector is only just becoming aware of the possibilities for social media and lags behind other sectors in its use. We report a New Zealand initiative to enhance the capability of nonprofit organizations through action research that has implications for nonprofit organizations elsewhere. Borrowing from resource mobilization theory, we introduce the concept of resource mobilization chains to explain the requirements for and obstacles to taking advantage of social media. A survey and two in-depth case studies found that nonprofit organizations demonstrated extremely limited familiarity with and use of social media. Participants were enthusiastic about the potential of mobilizing social media to achieve organizational goals, but struggled to take concrete steps to implement their aspirations. Lack of resources was a key obstacle identified in both survey and case study research.en_NZ
dc.identifier.citationZorn, T. E., Grant, S., & Henderson, A. (2013). Strengthening resource mobilization chains: Developing the social media competencies of community and voluntary organizations in New Zealand. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 24(3), 666-687.en_NZ
dc.identifier.doi10.1007/s11266-012-9265-1en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/8047
dc.language.isoenen_NZ
dc.publisherSpringeren_NZ
dc.relation.isPartOfVoluntasen_NZ
dc.relation.ispartofVOLUNTAS: International Journal of Voluntary and Nonprofit Organizations
dc.relation.urihttp://link.springer.com/article/10.1007%2Fs11266-012-9265-1en_NZ
dc.subjectsocial mediaen_NZ
dc.subjectresource mobilizationen_NZ
dc.subjectcapacityen_NZ
dc.subjectinformation and communication technologiesen_NZ
dc.subjectinterneten_NZ
dc.titleStrengthening resource mobilization chains: Developing the social media competencies of community and voluntary organizations in New Zealanden_NZ
dc.typeJournal Articleen_NZ
pubs.begin-page666en_NZ
pubs.elements-id37526
pubs.end-page687en_NZ
pubs.issue3en_NZ
pubs.volume24en_NZ
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