Social Media Capital for Nonprofits: How to Accumulate It, Convert It, and Spend It

Social media capital is a special form of social capital that is accumulated through an organization’s social media network. Nonprofits can look at it as being the key immediate outcome derived from their social media efforts, and it is a resource that can be converted or expended, like other resources, toward strategic organizational outcomes. To illustrate why and how social media capital is the linchpin of social media’s return on investment, we present a logic model for nonprofit organizations currently using, or planning to use, social media.

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