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.

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.

Scholarship is a multi-generational collective enterprise with a commitment to advancing knowledge, inspiring reflection, and facilitating stronger neighborhoods, cities and countries. This book explicitly adopts this lens as a recognition of the contributions of Prof. Terry Cooper to scholarship and practice, and as a mechanism to connect the past to the present and ultimately the future of scholarship in public ethics and citizen engagement. This "multi-generational" approach is designed to reveal the persistent and future ongoing need to engage as a scholarly and practitioner community with these questions. The book is broken into three main sections: citizenship and neighborhood governance, public service ethics and citizenship, and global explorations of citizenship and ethics. Unique in this collection is the explicit linkage across the main focus areas of citizenship and ethics, as well as the comparative and global context in which these issues are explored. Cases and data are examined from the United States, Chile, Thailand, India, China, Georgia, and Myanmar. Ultimately, it is made clear through each individual chapter and the collective whole that research on citizenship and ethics within public affairs and service has a rich history, remains critical to the strengthening of public institutions today, and will only increase in global significance in the years ahead.