查看文章

In public relations, the social media explosion has significantly impacted how organizations communicate to their various publics through sites such as Facebook and Twitter. Although previous studies have investigated dialogic communication and relationship building strategies in organizations, few have carried out this in terms of an organization's overall social media presence, especially with nonprofits. Research has found most nonprofits are not taking full advantage of social media. Moreover, the organizations that did use social media typically employed one‐way communication strategies focusing primarily on information dissemination.

This study quantitatively analyzed the transparency and credibility of breast cancer nonprofits are participating on social media sites, specifically Facebook and Twitter, and how these sites affect perceptions of credibility and transparency. Overall, most top breast cancer …