On November 17, 2023, researchers from the AIJ Lab at the University of Toronto presented two groundbreaking studies at the 52nd Annual ARNOVA (Association for Research on Nonprofit Organizations and Voluntary Action) Conference in Orlando, Florida, USA. These studies, led by Dr. Jia Xue, are part of an ongoing research series that examines social media strategies for nonprofit organizations using an expanded application of the classic Four Factor Model (Guo&Saxton, 2020). The research seeks to validate cross-disciplinary insights and develop comprehensive theories and methodologies to help nonprofit organizations enhance visibility, engagement, and impact in addressing critical social issues.

A Study on Communication Strategies of Sexual Assault Organizations on Twitter

The first study, "Attention-Seeking Strategies: An Investigation of Sexual Assault Organizations’ Communication Tactics on Twitter," was presented by Hong Shi, a data analyst, and Qiaoru Zhang, the chief research coordinator. This research analyzes how Canadian sexual assault organizations effectively engage audiences and attract attention on Twitter. 

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The study identified four major factors influencing audience engagement:

• Network Characteristics: A positive correlation was found between the number of followers, friends, and public lists and increased retweets and favorites.
• Content Strategies: Visual elements, such as photos, videos, and GIFs, significantly boosted audience interaction.
• Tweet Volume: While higher tweet volumes increased retweets, they did not consistently lead to more favorites.
• Pandemic-Specific Observations: Tweets addressing COVID-19 topics saw heightened engagement. However, displaying intended audiences on Twitter profiles negatively impacted attention.

Practical Implications

• Expand the Follower Base: Nonprofit organizations should focus on growing their follower base, building meaningful relationships, and fostering active engagement across their social media networks.
• Maintain Consistent Activity: A regular and active presence on Twitter is essential for increasing the likelihood of retweets and sustaining audience interest.
• Implement Targeted Engagement: Employ targeted strategies to connect with the audience, foster meaningful dialogue, and effectively reach the desired audience segments.
• Leverage Visual Content: Incorporate visual elements, such as photos, videos, and GIFs, to capture attention and enhance overall engagement.

In summary, this study extends the Four Factor Model (Guo&Saxton, 2020) to nonprofit organizations, offering valuable insights into how various factors influence audience engagement on social media.

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A Typology of Social Media Use by Human Service Nonprofits

The second study, "A Typology of Social Media Use by Human Service Nonprofits," presented by PhD student Chengda Zheng, offers a detailed framework for understanding how nonprofit organizations, particularly sexual assault centers in Canada, utilize social media to achieve diverse communication goals.

Key Findings

The study categorized nonprofit social media use into seven objectives: community engagement, organizational administration, public awareness, political advocacy, support for others, partnerships, and appreciation. Sentiment analysis revealed predominant emotions such as "fear" in tweets addressing serious issues and "joy" in content celebrating partnerships. Moreover, a machine learning-based predictive classification model proved more effective than manual coding, underscoring the potential of AI in analyzing large datasets.

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Practical Implications

• Tailored Social Media Strategies: The study's typology enables nonprofits to align their social media use with organizational goals, enhancing impact and relevance.
• Expanding Social Media Applications: Nonprofits utilize social media beyond advocacy, incorporating public awareness, community engagement, and administration for broader effectiveness.
• Leveraging Emotional Insights: Sentiment analysis highlights key emotions like fear and joy, guiding nonprofits to create more empathetic and impactful communication.
• Harnessing Machine Learning: Machine learning offers precise analysis of large datasets, helping nonprofits refine strategies and deepen engagement.

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The study provides a comprehensive typology of social media use by human service nonprofits, enabling organizations to tailor their social media strategies to align with specific organizational goals. This typology helps in maximizing the impact and relevance of their online presence.

• Broadening the Scope of Social Media Use: The research reveals that nonprofits use social media for various purposes beyond traditional advocacy, including public awareness, community engagement, and organizational administration. This broader understanding helps organizations leverage social media more effectively for diverse objectives.
• Emotional Tone and Public Sentiment: The sentiment and emotion analysis revealed that tweets from nonprofits often convey neutral sentiments, with fear being a predominant emotion. Understanding these emotions can help organizations craft more effective and empathetic communication strategies.
• Utilization of Machine Learning for Social Media Analysis: The application of machine learning in the study demonstrates its potential in analyzing large datasets and predicting content themes. Nonprofits can use this technological approach to gain deeper insights into their social media engagement and improve their strategies.

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The study offers valuable insights into how machine learning can analyze the communication strategies of sexual assault support organizations on Twitter in Canada. Researchers examining a large dataset identified the tweets' vital themes, sentiments, and topics. The findings enhance understanding social media use for community engagement, public awareness, and organizational administration. The implications emphasize the need for education and training for practitioners, policymakers, and managerial personnel to maximize social media's benefits in achieving organizational goals.

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End Note

The collective results of these studies provide nonprofit organizations with invaluable data-driven insights and practical recommendations for leveraging social media to strengthen visibility and engagement. By understanding the dynamics of social media interactions and employing targeted communication strategies, sexual assault organizations and other human service nonprofits can significantly enhance their advocacy and outreach efforts. The AIJ Lab's research on social media in the nonprofit sector demonstrates the transformative power of social media, providing a solid framework for future initiatives and interventions aimed at amplifying the voices of these crucial organizations.