The use of social media in stakeholder relations management by NGOs in the Western Cape, South Africa

Abstract

This study sought to understand how Non-Governmental Organisations (NGOs) in the Western Cape use social media to communicate with their stakeholders (from a dialogic, interactive and relational perspective). The secondary objective of the study was to explore how social media are being integrated into organisations‟ stakeholder relations management strategies in order to nurture and sustain relations. The literature review explores the relationship between social media and public relations as well as stakeholder relationship approach. The theoretical frame of the study is derived from Grunig and Hunt‟s (1984) two-way symmetrical model and Freire‟s (1970) dialogical communication. This is predominantly a qualitative study employing a two-stage design consisting of in-depth interviews and qualitative content analysis. The findings of the research revealed that the sampled NGOs are using social media in different ways to build and sustain stakeholder relations. NGOs are communicating dialogically and in a two-way manner with their stakeholders. They are using social media to pursue their strategic goals which centre on the creation of public value. The study also revealed that NGOs have integrated social media into their communication strategies. Social media platforms present an immediate and real-time contact point for NGOs and other social media users. They are used to communicate, nurture and sustain stakeholders' relations. It is also clear that social media are allowing stakeholders to connect online (establishing relationships). This creates dialogue online between NGOs and their stakeholders. The study proposes a working model of integrating social media within the ambit of NGOs communication strategies. The findings of this research show that social media channels are useful tools, however, a higher level of intelligent creator-generated input is needed to stimulate and steer conversations about desired topics, as well as monitor any user-generated content and comments. In terms of recommendations, this study argues that for social media to work there is need for integration of the management of online conversations and strategic communication