eBook - ePub

The Quest for Attention

Name: The Quest for Attention
ISBN: 9781503613089

Nonprofit Advocacy in a Social Media Age

Chao Guo,

Gregory D. Saxton,

256 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

The Quest for Attention

Nonprofit Advocacy in a Social Media Age

Chao Guo,

Gregory D. Saxton,

About this 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.

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Yes, you can access The Quest for Attention by Chao Guo,Gregory D. Saxton in PDF and/or ePUB format, as well as other popular books in Business & Business Communication. We have over one million books available in our catalogue for you to explore.