Name: The Quest for Attention: Nonprofit Advocacy in a Social Media age (en Inglés)
Price: 47250.00 CLP
Availability: InStock
Author: Chao Guo
ISBN: 9781503613072

portada The Quest for Attention: Nonprofit Advocacy in a Social Media age (en Inglés)

Formato

Libro Físico

Editorial

Stanford Business Books

Autor

Chao Guo

Año

2020

Idioma

Inglés

N° páginas

256

Encuadernación

Tapa Blanda

ISBN13

9781503613072

N° edición

Categorías

Comunicación y presentación empresarial

The Quest for Attention: Nonprofit Advocacy in a Social Media age (en Inglés)

Chao Guo (Autor) · Stanford Business Books · Tapa Blanda

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Reseña del libro "The Quest for Attention: Nonprofit Advocacy in a Social Media age (en Inglés)"

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.