Social media as a communication tool for non governmental organizations in Nairobi

Abstract

Social media has become a global phenomenon. Nongovernmental organizations (NGOs) have adopted social networking sites such as Facebook, Twitter and Instagram use at the organizational level for communication, advocacy, fundraising, online community building and various other function. To enhance understanding of how NGOs use social media as a communication tool and its level of integration, this study examines the social media presence and the extent to which is integrated to the overall communication strategy of 100 NGOs in Nairobi County. The analysis reveals all the sampled NGOs have social media presence. Facebook is the most popular site with information sharing being the most popular Function. In most of the NGOs, staffs with other responsibilities manage these sites and only a minority have a dedicated budget for social media. The adoption of social media by NGOs appears to have brought with it a new model of public engagement