Social Media Utilization of Public Benefit Organizations During the COVID-19 Pandemic

• Authors: Piotr Szamrowski , Marian Oliński

Title variants

PL

Wpływ pandemii COVID-19 na wykorzystanie serwisów mediów społecznościowych przez organizacje pożytku publicznego

Abstracts

PL

Cel: główny cel badań miał dwojaki charakter. Po pierwsze, była to ocena wpływu pandemii COVID-19 na aktywność publikacyjną polskich organizacji pożytku publicznego w serwisie społecznościowym Facebook. Po drugie, ustalenie wpływu publikowanych w kryzysowej sytuacji treści na reakcję odbiorcy. Metodyka: w trakcie badania przeanalizowano sprawozdania finansowe i merytoryczne organizacji pożytku publicznego. Następnie poddano analizie podstawowe parametry profilu organizacji oraz treści publikowane na Facebooku (badaniem objęto 1025 organizacji). Z utworzonej bazy danych zebrano dane finansowe organizacji. Posty tych samych organizacji pożytku publicznego przeanalizowano zarówno w 2020 r., jak i w 2021 roku. Wyniki: pandemia Covid-19 nie miała istotnego wpływu na działalność publikacyjną badanych organizacji. Choć zainteresowanie profilem organizacji na Facebooku w czasie pandemii COVID-19 wzrosło, to wyniki wskazują, że potencjał Facebooka w fazie kryzysu został wykorzystany tylko w niewielkim stopniu. Ograniczenia/implikacje badawcze: badanie ograniczono do jednego serwisu społecznościowego – Facebook. Wskazanym byłoby przyjrzenie się innym portalom społecznościowym (np. poprzez analizę porównawczą). Oryginalność/wartość: artykuł wypełnia lukę teoretyczną dotyczącą zachowań organizacji non-profit dotyczących wykorzystania mediów społecznościowych w czasie kryzysu polegającego na utracie bezpośredniego kontaktu z ich publicznością i niemożności działania w środowisku offline (lockdownu z powodu COVID-19). Artykuł ukazuje, jakie możliwości istnieją w takich sytuacjach w mediach społecznościowych i jak menedżerowie organizacji non-profit mogą je wykorzystać z korzyścią dla obsługiwanych przez siebie organizacji.

EN

Purpose: The main purpose of the research was twofold. First, it was to assess the impact of the COVID-19 pandemic on the publishing activity of Polish public benefit organizations on Facebook. Second, to determine the impact of content published in a crisis situation on the public reaction. Design/methodology/approach: During the investigation, the financial reports of public benefit organizations were analyzed. Farther the basic parameters of the organization’s Facebook profile and the content published on Facebook were analyzed (1025 organizations were covered by the research). From the reports, financial data of organizations has been collected. Both in 2020 and in 2021, posts of the same organizations were analyzed. Findings: The Covid-19 pandemic did not have a significant impact on the publishing activity of the surveyed organizations. Although interest in the Facebook profile of organizations during the Covid-19 pandemic increased, the results indicate that Facebook’s potential in the crisis stage was only used to a small extent. Research limitations/implications: The research is limited to one social networking site – Facebook. It would also be worth scrutinizing other social media sites (e.g. by comparative analysis). Originality/value: The paper fills a research gap regarding the behavior of non-profit organizations concerning the utilization of social media during the crisis consisting in losing direct contact with the public and the inability to operate in an offline environment (due to the lockdown). It shows what opportunities exist in such situations in social media and how the managers of non-profit organizations could use them for the benefit of the organizations they handle.

Keywords

EN

social media; COVID-19; non-profit organization

PL

media społecznościowe; COVID-19; organizacja non-profit

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: European Management Studies
• Year: 2023
• Volume: 21
• Issue: 3
• Pages: 119-144

Dates

published

2023

Contributors

author

Piotr Szamrowski

• Institute of Management and Quality Sciences, Faculty of Economics Sciences, University of Warmia and Mazury in Olsztyn, Poland

• https://orcid.org/0000000347394767

author

Marian Oliński

• Institute of Management and Quality Sciences, Faculty of Economics Sciences, University of Warmia and Mazury in Olsztyn, Poland

• https://orcid.org/0000000217070553

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Identifiers

DOI

10.7172/2956-7602.101.6

Biblioteka Nauki

42823770