Nonprofit Organizations Use of Social Media: The Case of Drug Helplines

Asle Fagerstrøm, Hanne Sørum, Ravi Vatrapu

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    Abstract

    The telephone was once the main way organizations communicated with their target groups. This situation has changed considerably in recently years and it is apparent that organizations like drug helpline services must also expand their range also in order to reach their target groups. A social media survey1 within European Foundation of Drug Helplines members resulted in 16 responses (approximately 38 percentage response rate), representing 10 different European countries. Findings indicated that most drug helplines in the survey have some experience with social media. However, few of the drug helpline use social media based on purposeful planning and clear distribution of responsibility. Social media can be used for promoting an event or a sensitizing campaign to create positive value. Facebook is the social media that in general are most frequently used for purposes such as reaching a specific audience and promotion. Additionally, findings of the survey show that few drug helplines in the survey monitor social media frequently.
    Original languageEnglish
    Title of host publicationProceedings of the IADIS International Conference WWW/Internet 2014
    EditorsPedro Isaias, Bebo White
    Number of pages5
    Place of PublicationLissabon
    PublisherInternational Association for Development, IADIS
    Publication date2014
    Pages371-375
    ISBN (Print)9788988533241
    Publication statusPublished - 2014
    Event13th International Conference WWW/Internet 2014 - Porto, Portugal
    Duration: 25 Oct 201427 Oct 2014
    Conference number: 13
    http://www.internet-conf.org/

    Conference

    Conference13th International Conference WWW/Internet 2014
    Number13
    CountryPortugal
    CityPorto
    Period25/10/201427/10/2014
    Internet address

    Cite this

    Fagerstrøm, A., Sørum, H., & Vatrapu, R. (2014). Nonprofit Organizations Use of Social Media: The Case of Drug Helplines. In P. Isaias, & B. White (Eds.), Proceedings of the IADIS International Conference WWW/Internet 2014 (pp. 371-375). International Association for Development, IADIS.