An integrated social media communication view on content marketing by South African non-profit sectors

Journal article


Swart, C, Du Plessis, T. C. and Greeff, E. 2021. An integrated social media communication view on content marketing by South African non-profit sectors. SA Journal of Information Management. 23 (1), pp. 1-9. https://doi.org/10.4102/sajim.v23i1.1366
AuthorsSwart, C, Du Plessis, T. C. and Greeff, E.
Abstract

Background: Organisations widely adopt social media to communicate with stakeholders, yet research into content marketing in the South African non-profit sector is sparse. It is concerned with consistently producing valuable and relevant content for social media. As it is generally associated with the field of marketing, limited research exists from a communication perspective. This perceived gap in taking a communication stance prompted this investigation into the ways in which these organisations attend to social media content aspects. Objectives: The research objective was to acquire a broad understanding of content marketing on social media, unique to South African non-profit organisations. Key areas that were uncovered and statistically verified in an earlier quantitative study and how these are attended to in real life were explored. Method: A qualitative approach was used to obtain in-depth insights into the use of content marketing. Semi-structured interviews were used as data collection method to explore non-profit sector’s approaches to social media communication, and to determine whether their efforts could be regarded as being integrated. Results: The findings yielded valuable insights into the ways that non-profit sectors in South Africa practise social media communication. The benefits of using social media for communication is acknowledged, yet vital aspects such as sourcing content, considering stakeholders’ needs and demographics communication, using available planning tools and recognising employees as internal ambassadors are not considered. Conclusion: The findings of this study highlight several key areas and topics that organisations should consider an integrated social media communication approach as alternative for content marketing in the non-profit sector

Keywordssocial media communication ; content marketing ; corporate brand
Year2021
JournalSA Journal of Information Management
Journal citation23 (1), pp. 1-9
PublisherAOSIS
ISSN1560-683X
Digital Object Identifier (DOI)https://doi.org/10.4102/sajim.v23i1.1366
Web address (URL)https://sajim.co.za/index.php/SAJIM/article/view/1366
Publisher's version
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File Access Level
Open
Output statusPublished
Publication dates
Online16 Jul 2021
Publication process dates
Accepted07 May 2021
Deposited12 Jul 2023
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