通过Twitter吸引利益相关者：非营利组织如何从140个字符或更少的字符中获得更多
Engaging Stakeholders through Twitter: How Nonprofit Organizations are Getting More Out of 140 Characters or Less
摘要：
140个字符对于任何有意义的信息交换来说似乎太小了，但是Twitter用户已经找到了创造性的方法，通过使用不同的通信工具来充分利用每条推文。本文探讨了73个非营利组织如何使用Twitter来吸引利益相关者，不仅通过他们的推文，而且还通过其他各种沟通方法。具体来说，它研究了组织对推文频率、关注行为、超链接、标签、公共消息、转推和多媒体文件的利用。在分析了4,655条推文后，该研究发现，美国最大的非营利组织并没有使用Twitter来最大限度地提高利益相关者的参与度。相反，他们继续使用社交媒体作为单向沟通渠道，因为他们的推文总数中只有不到20%是对话，大约16%是与特定用户的间接联系。
英文摘要：
140 characters seems like too small a space for any meaningful information to be exchanged, but Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods. Specifically, it looks into the organizations' utilization of tweet frequency, following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files. After analyzing 4,655 tweets, the study found that the nation's largest nonprofits are not using Twitter to maximize stakeholder involvement. Instead, they continue to use social media as a one-way communication channel, as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
