对话何以可能:公益组织的社交媒体对话实践及机制建设

Why Is Dialogue Possible:Social Media Dialogue Practice and Mechanism Construc-tion of Nonprofit Organizations

社交媒体是组织快速且高效地与公众在线互动的重要工具。然而,公益组织如何利用社交媒体与公众建立积极互动关系和对话机制仍然是一个尚未探索的领域。本研究以公共关系对话为理论框架,对公益组织微博文本进行内容分析,重点关注其在社交媒体上的对话策略。研究结果表明,公益组织以更具体、更实际和更狭隘的目标来对待社交媒体,公益组织主要利用这些平台来传播其正在进行的活动信息,公益组织在提供对媒体和公众有用的信息方面表现出优势,而在对话环方面,仅有少数组织鼓励对相关问题进行投票、激励行动和组织回应。

Social media is an important tool for organizations to interact with the public online quickly,efficiently,and cost-effectively.However,the exploration of how nonprofit organizations can use social media to establish positive interactive relationships and effective dialogue mechanisms with the public is still an unexplored area.This study uses public relations dialogue as a theoretical framework to conduct a content analysis of Weibo texts originating from nonprofit organizations,focusing on their dialogue strategies on social media.The findings indicate that nonprofits approach social media with more specific,practical,and narrow goals than a broad commitment to fostering dialogue.Nonprofit organizations primarily use these platforms to disseminate information about their ongoing activities,followed by community and advocacy.Nonprofit organizations have shown advantages in providing information useful to the media and the public.In terms of dialogic loop,only a few organizations encourage voting on relevant issues,stimulate action,and organize responses.