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Stanford Business Books The Quest for Attention: Nonprofit Advocacy in a Social Media Age

Name: The Quest for Attention: Nonprofit Advocacy in a Social Media Age
Brand: Stanford Business Books
Price: 77.34 GBP
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Communication & Presentation

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Description

Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media ushers in a "noisy" information era that renders it more difficult for nonprofits to make their voices heard. This book seeks to unpack the prevalence, mechanisms, and ramifications of a new model for nonprofit advocacy in a social media age. The keyword for this new model is attention. Advocacy always starts with attention: when an organization speaks out on a cause, it must ensure that it has an audience and that its voice is heard by that audience; it must ensure that current and potential supporters are paying attention to what it has to say before expecting more tangible outcomes. Yet the organization must also ensure that advocacy does not end with attention: attention should serve as a springboard to something greater. The authors elaborate how attention fits into contemporary organizations' advocacy work and explain the key features of social media that are driving the quest for attention. Developing conceptual models, they explain why some organizations and messages gain attention while others do not. Lastly, the book explores how organizations are weaving together online and offline efforts to deliver strategic advocacy outcomes.

Product Specifications

Brand: Stanford Business Books
Format: hardcover
ASIN: 1503605019
Category: Books > Subjects > Business, Finance & Law > Management > Management Skills > Communication & Presentation
Domain: Amazon UK
Release Date: 28 July 2020
Listed Since: 18 July 2019

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Stanford Business Books The Quest for Attention: Nonprofit Advocacy in a Social Media Age

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