Date of Publication

2023

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication | Social Media

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Joaquin Miguel G. Ruiz

Defense Panel Chair

Jan Michael Alexander C. Bernadas

Defense Panel Member

Carlo Figueroa
Chana Marie A. Garcia
Rupert Jiel D. Cao

Abstract/Summary

350 Pilipinas, a non profit advocacy organization that campaigns for climate action based on science and justice, was subjected to a communication audit to assess its use of social media as a communication channel with stakeholders. It was found that the organization did not maximize social media as a stakeholder engagement vehicle that effectively informs stakeholders, promotes dialogue and community-building, with the aim of mobilizing the target stakeholders. This led to equivocality in the communication of the organization’s advocacy, identity, and activities with target stakeholders. Guided by the Information-Community-Action framework of Lovejoy and Saxton (2012), a social media advocacy campaign and social media communication manual were proposed to help 350 Pilipinas better engage their stakeholders to reach organizational goals. The social media advocacy campaign was proposed in order to bridge the communication and engagement gap between university students as target stakeholders and the client organization. A social media communication manual was also implemented to promote sustainable and replicable stakeholder involvement via social media-based organizational communication.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Nonprofit organizations--Philippines; Social media

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Embargo Period

8-16-2023

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