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The fast diffusion of "microblogging" companies reminiscent of Twitter is ushering in a new era of potentialities for organizations to speak with and interact their core stakeholders and the general public. The analysis reveals there are three key capabilities of microblogging updates-"information,""community," and "action." Though the informational use of microblogging is intensive, nonprofit organizations are higher at using Twitter to strategically interact their stakeholders via dialogic and neighborhood-building practices than they've been with conventional websites. Prior research (e.g., Kent, Taylor, & White, 2003; Saxton, Guo, & Brown, 2007) have shown that nonprofit organizations haven't been in a position to make use of web sites as strategic, interactive stakeholder engagement instruments. Perhaps this was as a consequence of not having the know-how or the workers to create extra interactive sites with suggestions options and discussion boards. To reinforce understanding of the communicative capabilities microblogging serves for organizations, this research examines the Twitter utilization practices of the a hundred largest nonprofit organizations within the United States. The adoption of social media appears to have engendered new paradigms of public engagement.
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