Social media transform and complicate nonprofit organizations’ (NPOs) traditional communication to engage and lead stakeholders for collective action. Stakeholders can self-organize for connective action on social media and form stakeholder networks of varied potential and structures that NPOs may leverage for collective goals. Facing such networks, NPOs may communicate in diverse ways to accommodate and take advantage of the diverse stakeholder networks. Through two surveys conducted with 375 (Study 1) and 74 (Study 2) NPOs, this study suggests that NPOs diversify their communication to leverage different potential from each stakeholder network by crafting different types of social media activities based on their perception of different networks. This study develops a comprehensive theoretical understanding of NPOs’ transformed and complex communication strategies for stakeholder engagement in driving social change, opening up new avenues for organizational communication and collective and connective action scholarship.

中文翻译：

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社交媒体上社会变革的组织沟通：非营利组织的社交媒体策略基于其对集体和联系行动中三个利益相关者网络的看法


社交媒体改变了非营利组织 (NPO) 的传统沟通方式并使其复杂化，以吸引和引导利益相关者采取集体行动。利益相关者可以在社交媒体上自我组织连接行动，并形成具有不同潜力和结构的利益相关者网络，非营利组织可以利用这些网络来实现集体目标。面对这样的网络，非营利组织可以通过多种方式进行沟通，以适应和利用不同的利益相关者网络。通过对 375 家（研究 1）和 74 家（研究 2）非营利组织进行的两项调查，本研究表明，非营利组织根据其对不同网络的看法制定不同类型的社交媒体活动，从而实现沟通多样化，以利用每个利益相关者网络的不同潜力。这项研究对非营利组织为利益相关者参与推动社会变革而转变和复杂的沟通策略提供了全面的理论理解，为组织沟通以及集体和联结行动奖学金开辟了新的途径。