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Abstract(s)
The aim of this investigation on the strategic use of online social networks to enhance
nonprofits’ value chain thriving for a better world, is to bring together two different fields of
study, the third sector and online social networks. In order to perform this analysis the
methodology starts by understanding the relevant topics, online social networks and the value
chain. This understanding provides the background for answering the research question, which
nonprofits’ value chain activities can be positively affected by online social network’s use?
The model is built evaluating the third sector in Portugal followed by a comparison between
the nonprofit and for profit sectors. As a result of this analysis a value chain for the nonprofit
sector is built. Based on research and six interviews with nonprofits it is created a model of
how online social networks impact each nonprofit’s value chain activity. From this impact
analysis nine hypotheses are drawn and tested through a survey made to 42 nonprofits and
further evaluated by another survey made to 206 online social network users. From the survey
analysis it is concluded that online social networks have a positive impact on every value chain
primary activity. From the users’ perspective, the publication of information about assistance
programs and social awareness and engagement campaigns are the activities most benefiting
from the use of online social networks. As final conclusions from the opinions shown during
the interviews it is concluded that gathering management information, recruiting volunteers
and staff and creating partnerships are online social network functionalities that nonprofits
should explore. Nevertheless, from the survey analysis these same functionalities appear as not
used by the majority of nonprofits.