Social Media Utilization of Public Benefit Organizations During the COVID-19 Pandemic
Purpose: The main purpose of the research was twofold. First, it was to assess the impact of the COVID-19 pandemic on the publishing activity of Polish public benefit organizations on Facebook. Second, to determine the impact of content published in a crisis situation on the public reaction. Desi...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Warsaw
2023-01-01
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| Series: | European Management Studies |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/ems/vol21/iss3/6 |
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| Summary: | Purpose: The main purpose of the research was twofold. First, it was to assess the impact of the
COVID-19 pandemic on the publishing activity of Polish public benefit organizations on Facebook. Second,
to determine the impact of content published in a crisis situation on the public reaction.
Design/methodology/approach: During the investigation, the financial reports of public benefit organizations
were analyzed. Farther the basic parameters of the organization’s Facebook profile and the
content published on Facebook were analyzed (1025 organizations were covered by the research). From
the reports, financial data of organizations has been collected. Both in 2020 and in 2021, posts of the
same organizations were analyzed.
Findings: The Covid-19 pandemic did not have a significant impact on the publishing activity of the
surveyed organizations. Although interest in the Facebook profile of organizations during the Covid-19
pandemic increased, the results indicate that Facebook’s potential in the crisis stage was only used to
a small extent.
Research limitations/implications: The research is limited to one social networking site – Facebook. It
would also be worth scrutinizing other social media sites (e.g. by comparative analysis).
Originality/value: The paper fills a research gap regarding the behavior of non-profit organizations concerning
the utilization of social media during the crisis consisting in losing direct contact with the public
and the inability to operate in an offline environment (due to the lockdown). It shows what opportunities
exist in such situations in social media and how the managers of non-profit organizations could use
them for the benefit of the organizations they handle. |
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| ISSN: | 2956-7602 |