Social Media Analytics for Non-Governmental Organizations

Abstract

Social media has provided promotion and communication channels for organizations to reach their target audience efficiently and cost-effectively. Despite wide social media analytics applications in different areas, scant studies focus on NGOs. This research analyzes the use of social media by a well-known NGO, the Hong Kong Generation Next Arts Limited (HKGNA), on its presence and user sentiment on Twitter and Facebook to evaluate the brand image, engagement conditions, and promotion effectiveness. These findings showed a low usage frequency of their Twitter channel. Despite the overall positive sentiment, there are some deviations from their charity mission. Yet, their Facebook channel serves well for publicity, and the interaction is relatively active. Thus, more measures are necessary to improve the digital relationship between HKGNA and its targeted audience. Moreover, this methodology for data analysis serves as an example for other NGOs to improve their communication.