Nonprofit, Social Media, Organizational Identity


Social and Behavioral Sciences


Dr Neal Buckwalter


This paper will detail the relationship between social media and organizational identity in the nonprofit sector. An analysis has been completed to discover how nonprofits are currently using social media to portray their identity and how they should be doing so. A comparative case study of Nothing But Nets, Heart of West Michigan United Way, and The American Cancer Society has been conducted to discover that nonprofits are not fully utilizing social media nor completely portraying their identity as an organization. This poor use of social media can hinder their success as an organization. To portray their identity on social media, organizations should be demonstrating their key values and characteristics. It is also vital that organizations utilize strategic planning for social media purposes, making an intentional effort to share their identity with the public.