The Quest for Attention: Nonprofit Advocacy in a Social Media Age by Guo, Chao
The Quest for Attention: Nonprofit Advocacy in a Social Media Age by Guo, Chao

The Quest for Attention: Nonprofit Advocacy in a Social Media Age

Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same...
$80.15 SGD
$80.15 SGD
SKU: 9781503613072
Product Type: Books
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Author: Chao Guo
Format: Paperback
Language: English
Subtotal: $80.15
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The Quest for Attention: Nonprofit Advocacy in a Social Media Age by Guo, Chao

The Quest for Attention: Nonprofit Advocacy in a Social Media Age

$80.15
The Quest for Attention: Nonprofit Advocacy in a Social Media Age by Guo, Chao

The Quest for Attention: Nonprofit Advocacy in a Social Media Age

$80.15
Author: Chao Guo
Format: Paperback
Language: English
Description

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.



Author: Chao Guo, Gregory D. Saxton
Publisher: Stanford Business Books
Published: 07/28/2020
Pages: 256
Binding Type: Paperback
Weight: 0.84lbs
Size: 9.00h x 6.00w x 0.58d
ISBN: 9781503613072

About the Author
Chao Guo is Associate Professor of Nonprofit Management in the School of Social Policy & Practice at the University of Pennsylvania. Gregory D. Saxton is Associate Professor of Accounting in the Schulich School of Business at York University.
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