The Quest for Attention: Nonprofit Advocacy in a Social Media Age

Name: The Quest for Attention: Nonprofit Advocacy in a Social Media Age
Brand: Atlantic Books
SKU: 9781503605015
Price: 14098.0 INR
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by Chao Guo , Gregory D. Saxton

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ISBN13: 9781503605015
Binding: Hardcover
Subject: N/A
Publisher: Stanford Business Books
Publisher Imprint: Stanford Business Books
Publication Date: July 28, 2020
Pages: 256
Original Price: USD 130.0
Language: English
Edition: N/A
Item Weight: 549 grams
BISAC Subject(s): Nonprofit Organizations & Charities / General

About The Book

Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media ushers in a "noisy" information era that renders it more difficult for nonprofits to make their voices heard. This book seeks to unpack the prevalence, mechanisms, and ramifications of a new model for nonprofit advocacy in a social media age. The keyword for this new model is attention. Advocacy always starts with attention: when an organization speaks out on a cause, it must ensure that it has an audience and that its voice is heard by that audience; it must ensure that current and potential supporters are paying attention to what it has to say before expecting more tangible outcomes. Yet the organization must also ensure that advocacy does not end with attention: attention should serve as a springboard to something greater. The authors elaborate how attention fits into contemporary organizations' advocacy work and explain the key features of social media that are driving the quest for attention. Developing conceptual models, they explain why some organizations and messages gain attention while others do not. Lastly, the book explores how organizations are weaving together online and offline efforts to deliver strategic advocacy outcomes.

About The Author

Chao Guo is Associate Professor of Nonprofit Management in the School of Social Policy & Practice at the University of Pennsylvania. Gregory D. Saxton is Associate Professor of Accounting in the Schulich School of Business at York University.

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