Essays

Underdogs Online

How Social Media is Utilized by Non-Government Organisations 

Non-Government Organisations - like any association with social, political or economic ambitions - now make active use of the internet and social media to fulfil their missions and gather support. The effectiveness of these practices, however, is not so readily distinguishable. In assuming a more general perspective, this paper will establish the benefits and outcomes social media usage permits NGOs. It will also address areas where full exploitation of social media is not yet achieved, and the possible downsides of addressing their communities through online landscapes where differences in culture, attitudes and education may exclude some from virtual interaction.

This century has witnessed both the birth and growth of online social media. Before this technological invention NGOs struggled more to handle and distribute information. As stated by Lewis, "one of the key problems NGOs face is the development of information systems which allow all staff to access the valuable knowledge which often remains locked up within particular individuals' heads" (2001, p.96). Interestingly, this was stated shortly before sites like Facebook and Youtube hit the scene. 

With the internet and social media shaping the means of global communication, it becomes not just possible but vital for NGOs to utilize this medium. Benedict Anderson (1991) accurately predicted the internet revolution, replacing "print capitalism as a hegemonic tool" with electronic media as the instrument for crafting social identities, "shaping the direction of whichever movement they (the controlling group) are dedicated to" (Merithew, 2004, p. 92). Internet led to the emergence of social media, which is now the primary medium for NGOs to spread their messages and promote their social missions.

Conceded by Burgos (2013), the haphazard landscape of corporate stability, corruption and reorganisation has seen declining levels of trust in major corporations. "But NGOs continue to rank among the most trusted institutions in the world" (Burgos, 2013, p. 22). Therefore, it is imperative that NGOs reach their willing audience through online promotion, maintaining visibility and ensuring citizen interaction is easily available. As demonstrated by Yusof et al (2016), NGOs engage in social media to interact with their audience. Through worldwide networks like Facebook, Twitter and Instagram they share information, accomplishments and campaigns with an extensive global audience. 

Simply visiting Greenpeace on Facebook, one learns immediately of its online supporters (over 2,562,000 likes) including ongoing missions and previous successes. To become a recipient of their current activities, a visitor to their webpage need only click one button.

This interaction with social media also provides fertile opportunity for recruiting volunteers. Yaziji (2004) addresses these benefits, suggesting "active usage of social networking websites and video-sharing tools has enabled activists and NGOs to recruit thousands of supporters" (Burgos, 2013, p.23). This new virtual landscape paves the way for easier, more efficient and cost-reductive practices by NGOs in fulfilling their missions, encouraging participation and maintaining fixed and shared ideals regarding their direction. Yusof et al (2016) provide their distinction of the five key objectives NGOs embrace in using social media: promotion (advertising future events and activities to the community, local or international - as well as running awareness campaigns accumulating public attention); training (educational programs that are relevant to their cause); fundraising (such as charity projects providing them with financial support); knowledge sharing (information updates, group discussions, motivational posts as well as providing a general networking system between members and the public; then finally problem solving, which refers more generally to the advantages of social media in allowing efficient exchange of information, easy communication, faster responses and significant cuts in time, resources and financial expenses.