Forging Connections: Nonprofits, TikTok, and Authentic Engagement – A Mixed-Methods Study

Authors

DOI:

https://doi.org/10.20899/jpna.dky82f18

Keywords:

nonprofits, social media, TikTok, microbvlogs

Abstract

TikTok, a social media platform designed for sharing short videos (“microvlogs”), provides an opportunity to learn how nonprofits adapt and implement social media strategies. Similarly, exploring nonprofits’ behavior on TikTok is useful for analyzing the impact that strategy has on the content nonprofits produce and user engagement. Using a mixed-methods design, this study analyzed data from 29 interviews and 575 microvlogs to answer three questions. First, how are nonprofits incorporating microvlogging into their social media strategy? Second, applying the hierarchy of engagement framework, do nonprofits produce social media content aligned with their expressed strategy? Finally, does alignment between strategy and output affect user engagement? The findings indicate that, unlike Facebook and Twitter/X, nonprofits on TikTok harness community-building content to facilitate information sharing and action. Strategy-output alignment significantly increases user engagement, but only for community-building content. Thus, social media strategy may be less important than authenticity on TikTok.

Author Biographies

  • Chelsea DeMasters, University of Florida

    Chelsea DeMasters earned her PhD  from the Department of Family, Youth, and Community Sciences at the University of Florida. Her research focuses on administrative burdens within the child welfare system. She is the research coordinator for the UF Nonprofit & Advocacy Lab and specializes in qualitative methodologies.

  • Katherine Morgan, University of Florida

    Katherine Morgan is an assistant director for the University of Florida Disability Resource Center Health Science Programs. Katherine has a master of science from the University of Florida in family, youth, and community sciences with a concentration in nonprofit organizational development. 

  • Kayla Schwoerer, University at Albany SUNY

    Kayla Schwoerer is an assistant professor of public administration in the Department of Public Administration and Policy at the University at Albany, SUNY. Her research focuses on understanding and improving the ways that public and nonprofit organizations use data, design, and technology to solve problems and engage diverse communities

  • Kimberly Wiley, University of Florida

    Kimberly Wiley is an assistant professor of nonprofit leadership and community development in the Department of Family, Youth, and Community Sciences at the University of Florida. She is a scholar of nonprofit management, public policy, and qualitative methodologies and leads the UF Nonprofit & Advocacy Lab.

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Published

2024-08-21

Issue

Vol. 10 No. 1 (2024)

Section

Research Articles

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