以“脸书”为例,研究美国100家最大的非营利组织如何利用社交媒体来改善与公众之间的沟通互动。我们发现,非营利组织在其“脸书”主页上的“状态”更新可以被归纳为三种核心功能:信息传播功能、社区建设功能和动员促进功能。分析表明,尽管“脸书”的“信息传播功能”使用程度依然相当显著,但比起传统意义上的网站,非营利组织能够通过“脸书”中的“社区建设”和“双向对话”功能更有效地与公众沟通。社交网络的应用似乎树立了组织与大众互动的新范式。 Using Facebook as an example, study how the 100 largest nonprofit organizations in the United States use social media to improve communication with the public. We found that NPO status updates on its Facebook page can be grouped into three core functions: information dissemination, community building, and mobilization facilitation. The analysis shows that although “Facebook ” ’s “information dissemination function ” usage is still quite significant, but compared to the traditional site, non-profit organizations can “Facebook ” in the “community building ”And “ Two-way conversation ”function more effectively communicate with the public. The use of social networks seems to set a new paradigm for the organization’s interaction with the public.