Discussing a Practical Assessment Framework for Organisational Social Media Use by Development NGOs
(Manchester Metropolitan University)
Paper short abstract:
This paper suggests an applicability framework based on initial findings and literature review of organisational social media use by development NGOs. The discussion will primarily focus on the developmental implications when assessing the organisational use of social media for development purposes.
Paper long abstract:
Non-governmental organisations (NGOs) are important players in the field of international development, both as providers of aid and services to underprivileged communities as well as policy advocates. NGOs exist in many varieties with various (developmental) goals and strategies. The rise of mobile phone and internet use have brought up new ways of using social media in emerging countries. How social media is used in the area of development is a key issue for NGOs.
Based on literature study a taxonomy has been derived. The taxonomy forms the starting point for assessing appropriate social media activities in the context of development according to the NGO's goals and strategies. Social media delivers potential to send out information to or communicate (both ways) with communities or collect data, for example, monitoring and evaluation purposes. However, disadvantages of social media have been emerging as well. NGOs and their staff try to make sense of social media and its value for development projects while they lack complete knowledge of these modern technologies or are overwhelmed by the various social media and their applications.
This paper builds further on early research findings and literature review that has been presented at an Information Systems conference by discussing an applicability framework of social media in development context aligned to NGO's goals and strategies. Its intention is to create discussion on the practical implications of organisational social media use for development with both researchers and practitioners in the field of development studies, as well as ICT for development.
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