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Published in:
2017 | OriginalPaper | Chapter
How Nonprofit Organizations in Greece Are Using Facebook as a Public Relations Tool
Authors : Iordanis Kotzaivazoglou, Dimitrios Pascaloudis, Stella Sylaiou, Dafni-Maria Nerantzaki, Eleni Mantzirtzi
Published in: Strategic Innovative Marketing
Publisher: Springer International Publishing
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Abstract
In recent years, a growing number of organizations worldwide have been using the social media systematically. Social networking sites such as Facebook offer organizations many opportunities for communication and relationship development with their publics. The object of this paper is to describe to what extent and in what way Greek NPOs are using Facebook as a PR tool. The method used is content analysis in a sample of 100 Facebook pages. The analysis is based on Waters et al. (Public Relations Review 35(2):102–106, 2009) and Haigh et al. (Corporate Communications: An International Journal 18(1):52–69, 2013) coding. The research findings show that the majority of Greek NPOs use Facebook as a PR tool for promotional and communicational purposes, but do not utilize its full potential to develop relationships with their publics.