Social media channels provide intriguing opportunities for NGOs to communicate with their audiences, raise awareness, and campaign for change. Maintaining strong social media communication that supports the organization’s ability to achieve its goals is the mandate of social media management, the day-to-day maintenance and management of an organization’s social media channels and communication. This chapter provides an overview of the potential, practice, process, methods, and tools of effective social media management, including strategic planning based on formative research, implementation, and communication, as well as evaluation.

Digital communication, Engagement, Social media, Social media management, Strategy
9789811520143
dx.doi.org/10.1007/978-981-15-2014-3_72, hdl.handle.net/1765/129738
Department of Media and Communication

Danyi, C.J. (ClaudiaJanssen), & Chaudhri, V. (2020). Strategic social media management for NGOs. In Handbook of Communication for Development and Social Change (pp. 911–928). doi:10.1007/978-981-15-2014-3_72