IM426 – BUSINESS CASES AND CASE STUDIES IN MIS13 – 15 May 2014

Compiled and/or Prepared by – Celeste Ng

CASE 6: NPOS AND NGOS USE SOCIAL AND VIRTUAL MEDIA

CASE 6: NPOS AND NGOS USE SOCIAL AND VIRTUAL MEDIA Charitable 慈善的 Non-for-profit 非營利 Local, national or global community當地、國家、全球性社群團體

Community社群團體 Benefit 有利益 Social media trend 社群媒體趨勢 Strategy策略 Increase their impact增加他們的影響 Promote positive social change促進積極的社會變革

Advocacy efforts宣傳工作 Reengage重新從事 Global policy全球化政策 Better press 更好的新聞輿論 Reinvent 重複發明 Partnership 合作夥伴 Constituents to become more active成員變得更加活躍

Internet community網路社群 Active blog活躍的部落格 Encourage dialogue and exchange促進對話與交流

Social network service社群網路服務 Promote new blog post促進新的部落格張貼

Webinars網絡研討會 Virtual community虛擬社群 Virtual location虛擬位置 The value of collective response集體響應 的價值 Impressive result令人印象深刻的結果 Reaches people 觸及人們 Particularly attractive alternative特別有吸引力的替代品

Poor and disadvantage窮人與弱勢族群 Leverage評量 Utilize social media metric利用社群媒體

CASE 6: NPOS AND NGOS USE SOCIAL AND VIRTUAL MEDIA ----- PURPOSE

Purpose of this case study Demonstrate how to use social media, i.e., by

using Web2.0 tools themselves To illustrate how their Web sites are

used as communities, offering opportunities for representatives of NPO/NGO

organizations to communicate, collaborate, and interact around the topics of IT and social media use.

CASE 6: NPOS AND NGOS USE SOCIAL AND VIRTUAL MEDIA (2)

The non-for-profit organizations covered here TechSoup Global (http://www.techsoupglobal.org/

) NetSquared (http://www.netsquared.org/about)

--- a unit/program under TechSoup Global. Nonprofit Commons (http://

www.nonprofitcommons.org/content/about-nonprofit-commons) --- It is under the leadership of TechSoup Global

TECHSOUP GLOBAL

TECHSOUP GLOBAL

TECHSOUP GLOBAL

NETSQUARED• Using social media tools to implement

a crowdsourcing strategy.• Proposes worthwhile projects • Provides feedback to project teams• Provides ongoing support until the

projects are completed

NONPROFIT COMMONS

>A collection of four virtual locations on the 3-D social network service

>Help NOP community members learn how to use the virtual world to accomplish their objectives - meetings, training sessions, networking, and informal discussion

RELATED SOCIAL MEDIA TOOLS USED

Related Social Media tools used: Facebook

Use the social network service to promote new blog posts, events, and relevant third-party information

Twitter Is also a key tool, used to promote webinars and new

Web site content as well as engage in conversations with followers

Second Life http://en.wikipedia.org/wiki/Second_Life - the 3D virtual

world creation tool It is used to build a project called Nonprofit Commons -

http://www.nonprofitcommons.org/

SECOND LIFE –VIRTUAL MEDIA

CASE 6: NPOS AND NGOS USE SOCIAL AND VIRTUAL MEDIA (1)

Why is social media a particularly attractive alternative to traditional communications methods for NPOs? Social media practices has yielded impressive

results for TechSoup Global (http://www.techsoupglobal.org/) and NetSquared (http://www.netsquared.org/about). Able to interact with individuals around the worldwide Enable cross-country access – to reach people in any

countries around the world Has higher density of audiences Can provide real time event information and updates Can provide product donations and support to

charitable and community organizations around the world.

CASE 6: NPOS AND NGOS USE SOCIAL AND VIRTUAL MEDIA (2)

Describe the different “audiences” NPOs might try to reach using social media? The “audiences” that NPOs try to access are

likely the poor and disadvantaged communities. However, many of them do not have access to social media due to lack of hardware and expertise.

The “audiences” that NPOs try to access are likely the ones who keen on being part of the charity community. However, the general social media users have a very diversified interests.

The “audiences” that NPOs try to access are likely the ones who are mature and retired communities. However, the general social media users consist of people from all walks of life.

CASE 6: NPOS AND NGOS USE SOCIAL AND VIRTUAL MEDIA (3)

Identify some ways that social media might still be an important tool for NPOs, NGOs, and government agencies. Get more and better press – to get more exposure Have greater influence on national and global policy Use the social network service to promote new blog

posts, events and relevant third party information. Use Twitter to promote webinars and new Web site

content as well as engage in conversations with followers

Find new supporters (around the globe) Collect donations and distribute them to the poor Announce the needs of the poor or when assistance

is required