Chao Guo and Gregory D. Saxton
The Quest for Attention
Nonprofit Advocacy in a Social Media Age
Stanford Graduate School of Business, 2020
Discover the science behind turning fleeting social media attention into stable social media capital.
Sustained attention is scarce on social media. People notice whoever shouts the loudest and their interest is fleeting. How can nonprofits get their message across in this noisy environment, especially when an advocacy organization’s effectiveness depends on engaging people? In this in-depth study, Associate Professor of Nonprofit Management Chao Guo and Associate Professor of Accounting Gregory D. Saxton apply a novel scientific approach to help nonprofits understand what draws people’s attention in a social media environment – and how to leverage that attention to attain strategic objectives.
About the Authors
Editor-in-chief of Nonprofit & Voluntary Sector Quarterly Chao Guo is an associate professor of nonprofit management at the School of Social Policy and Practice, University of Pennsylvania, and an associate faculty director of Fox Leadership International. Gregory D. Saxton is an associate professor of accounting at the Schulich School of Business, York University.
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