Social media utilisation by mental health charities to increase volunteers…
Social media utilisation by mental health charities to increase volunteers and awareness
Community Building Theory
How organisations can foster relationships, create networks, and build communities. Community Building Theory helps the organisation build, restore and maintain a sense of community among members (Valentini et al 2012).
Two-way Symmetric Communication
Part of Four Models Theory, two-way symmetric communication is the most effective method for building relationships. Involves fostering dialogue and providing recognition. (Grunig & Hunt 1984).
Dialogic messages and those communications that attempt to build a community of followers via bonding (Lovejoy & Saxton 2012). Dialogic communication refers to a process of two-way discussion (Kent & Taylor 1998).
Sharing powerful narratives on social media encourages users to respond via messages, comments, tag friends who might appreciate the story, like react and even share narratives across their own channels.
Hierarchy of Effects Theory
The sequence in which people may come to be persuaded: awareness, comprehension, agreement or acceptance then retention of the acceptance and consequent behaviour change (Johnston & Zawawi 2009).
Persuasive messages are delivered with intent from an organisation to achieve a desired response from the message receiver (Dainton & Zelley 2005). These messages have the ability to activate an attitude change that can modify behaviours and intent of individuals and is based on truthful information.
Social Exchange Theory
Social media has created opportunities for interpersonal engagement, interactivity, and dialogue (Lovejoy & Saxton 2012).
Uses & Gratification Theory
‘People consume and use messages in their own preferred way, rather than necessarily in the intended way or ways’ (Johnston & Zawawi 2009). Understand what the audience expects from the NFP, interact with them and provide them the information they seek. Express gratitude, say thank you to donors and supporters, show success stories and impact of the charity.
People are more likely to open their minds and behave in a certain way if there is an exchange of goodwill (Johnston & Zawawi 2009).
Social Learning Theory
Suggests that people don't absorb messages transmitted by unknown corporations and governments (Johnston & Zawawi 2009).
Implies that people are most influenced by the ideas, opinions and behaviour of their peers. 'People are reflective and critical, but they tend to trust and follow the thinking and behaviour of people with whom they associate and respect (Johnston & Zawawi 2009).
Normative & Informational Influence Theory
Psychological and sociological process of how individuals form attitudes in conjunction to group norms and whether these are resistant to change (Eagly & Chaiken 1993).
Relationship Management Theory
Ledingham (2003) argues that relationships are driven by the perceived wants and needs of interacting organisations and publics... and their continuation depends on the degree to which expectations are met.
Grunig et al (1992) suggested that relationship state can be determined by the dimensions of reciprocity, trust, mutual legitimacy, openness, mutual satisfaction, and mutual understanding.
People identify with those they trust (Burke 1953).
To be effective and sustaining, relationships need to be seen as mutually beneficial, based on mutual interest between an organisation and its significant publics,” (Ledingham & Bruning 2000).
Production and interpretation of meaning used to enhance an organisation's message, leading to forming an emotional connection (Serban 2014).