All Talk and No Action? A Comparative Analysis of Nonprofit Twitter Chats

ABSTRACT Many nonprofits utilize social media, but questions regarding the format’s practical value persist. Twitter chats hold the potential to produce substantive outcomes for organizations but have received little prior attention in the nonprofit literature. A comparative quantitative content analysis of multiple Twitter chats was completed within the theoretical context of dialogic communication. Practical considerations were incorporated from various models of social media advocacy. The findings indicated that Twitter chats can form the foundation of a community-building process and therefore hold strategic value for amplifying key messages, mobilizing supporters, and facilitating engagement that can lead to offline engagement. True Dialogue, however, is unlikely. Twitter chats place nonprofits in a strategic, proactive posture on social media rather than the reactive stance required when responding to varied user comments. Strategic consideration of Twitter chat topics and the questions asked can empower organizations to guide conversations based on their desired outcomes.