The Employment of Dialogic Principles in Website, Facebook, and Twitter Platforms of Environmental Nonprofit Organizations

Abstract

The present study conducts cross comparisons among nonprofits’ leading Internet platforms regarding use of dialogic principles and investigates relationships between this use and financial capacity. A content analysis was conducted of three Internet platforms (website, Facebook, and Twitter) of 60 U.S.-based environmental nonprofit organizations. The results reveal that (1) 85% of the organizations use either Facebook or Twitter, (2) the overall extent of dialogic principle employment is the highest for the website, followed by Facebook and Twitter, (3) positive correlations are found only between the website and Twitter in the dialogic principles of the dialogic loop and the usefulness of information to the public, and (4) organizational financial capacity is positively correlated only with Twitter in the overall dialogic principle employment. The results indicate that, although nonprofits operate multiple Internet platforms for relation building with the public, they substantially rely on their websites and use Facebook and Twitter to supplement particular dialogic features that are limited on websites.