Today, social media offers an alternative broadcast and
communication medium for nonprofit advocacy organizations. At the
same time, social media ushers in a "noisy" information era that
renders it more difficult for nonprofits to make their voices
heard. This book seeks to unpack the prevalence, mechanisms, and
ramifications of a new model for nonprofit advocacy in a social
media age. The keyword for this new model is attention. Advocacy
always starts with attention: when an organization speaks out on a
cause, it must ensure that it has an audience and that its voice is
heard by that audience; it must ensure that current and potential
supporters are paying attention to what it has to say before
expecting more tangible outcomes. Yet the organization must also
ensure that advocacy does not end with attention: attention should
serve as a springboard to something greater. The authors elaborate
how attention fits into contemporary organizations' advocacy work
and explain the key features of social media that are driving the
quest for attention. Developing conceptual models, they explain why
some organizations and messages gain attention while others do not.
Lastly, the book explores how organizations are weaving together
online and offline efforts to deliver strategic advocacy outcomes.
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