An analysis of ethical considerations in social media campaigns of non-profit organizations (2012)

Leading nonprofit organizations in the United States are setting the pace for social media adoption among public relations practitioners. As early studies on the use of Facebook, Twitter, and other social media platforms have shown, large nonprofit organizations utilized these new communication platforms early on for community engagement, fundraising, and to monitor their brands. According to Barnes and Mattson (2009), the 200 largest charities in the U.S. had outpaced the business community with a 97% usage rate for social media in 2009.