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Theoretical Background and research questions/hypothesis: This study establishes an understanding of the level and extent of engagement—by examining communicative patterns/themes—that occurs between a non-profit organization through its Facebook site (specifically the “admins” who create dialogue) and its constituents who opt to “like” the site. Particularly, the Joy to Life Foundation’s (JTLF) Facebook site is examined to determine the existence and extent of the four levels of the Stewardship Model (reciprocity, responsibility, reporting and relationship nurturing). The Joy to Life Foundation, a non-profit organization based in Montgomery, Alabama, primary goal is to provide regular mammograms and other screenings to women who are medically underserved and reside in Alabama.
Methods: Using Kelly’s (2001) Stewardship Model as the theoretical framework, the study incorporated qualitative methods—specifically, a textual analysis to review the prevention, screening and general health information conversations on the Facebook site for the first two quarters of 2013: (Q1) January through March, and (Q2) April through June. The first two quarters are studied as the foundation prepares for its primary event, the 12th Annual Walk of Life, to be held on Saturday, April 20thin Montgomery, Alabama. This research will also examine the other events and information distributed by the foundation. To facilitate the text analysis and monitor discussion, the organization’s Facebook site was reviewed between 2-5 times per day. The site was also reviewed for words and phrases that referenced one or more components associated with the presence of the stewardship model.
Results: Presently, results indicate only a slight integration of steps consistent with Kelly’s model. Although this research continues through June 2013, there are numerous untapped areas of opportunity for the foundation to engage constituents. While the foundation has created a Facebook site that offers a number of photographs from various events, they lack a comprehensive engagement effort. For example, there’s far too much focus on ‘one-way’ communication rather than persuading followers to comment in meaningful ways.
Conclusions: Part of this research will be dedicated to providing recommendations for an enhanced, strategic effort that focuses on continuing to build vital relationships and emphasizes genuine, ‘two-way’ online engagement with supporters. By adopting the recommendations that will be made, this will contribute to the foundation’s ability to create and enhance their brand reputation as a major breast cancer awareness and screening provider in Alabama.
Implications for research and/or practice: Overall, this research is significant because of its practicality and contribution to previous research in stewardship and social media. Furthermore, local and regional non-profit organizations can learn from the examples and recommendations set by and for the Joy to Life Foundation. Although having a social media strategy is important, building and nurturing long-term relationships in a socially-responsible manner can result in reinforced positive attitudes and behaviors, which are far more important to the non-profit’s bottom line. Finally, through the utilization of the stewardship model in an online engagement strategy that incorporates a two-way communication approach can yield positive results for a non-profit’s brand reputation and development.