The use of social media by Walloon Non-Profit Organizations: What are their reasons, issues and opportunities?

Abstract

Fast changing and continually evolving digital technologies are not only revolutionising everybody’s life, but also the day-to-day work of companies and organisations. The rise of social media has brought a lot of opportunities for profit and non-profit organisations for doing business and reaching out to stakeholders. In fact, non-profit organisations are using more and more social media tools in their communication. Research has shown that they do not only use them for giving information but also for creating valuable relationship with stakeholders. The aim of this study is to find out in which way social media tools are used by Walloon non-profit organisations. It is not only about discovering what they do on social media. It is also about getting to know the underlying reasons and advantages that encourage organisations to use more and more social media tools. In addition, this study aims at finding out barriers and difficulties while using social media. For this means, 9 depth-interviews with people in charge of communication of non-profits were made.