Presence and engagement on Instagram of NGOs for the elderly in Spain
DOI:
https://doi.org/10.37467/revtechno.v11.4386Keywords:
NGO, Old people, Social networks, Instagram, Vulnerability, Communication, EngagementAbstract
This research analyses the communication that Spanish NGO that focus their activity on helping older people carry out through the social network Instagram, in order to analyse the format, polarity and objectivity of the messages published and relate each one of these variables with the engagement generated. The analysis of 37,916 posts shows that there is greater engagement in images than in videos and in comments with a positive sentiment and objective character. The main conclusion is the need for development of the communication of these NGO on Instagram.
References
Alemany, R., & Ayuso, M. (2021). Calidad de Vida de Los Adultos Mayores en España y Europa. Risckcenter- Universitat de Barcelona: Barcelona, España.
Anger, I., & Kittl, C. (2011). Measuring influence on Twitter. ACM International Conference Proceeding Series, 1. https://doi.org/10.1145/2024288.2024326
Arroyo, I., Miguel, B., & Rodríguez, T. (2012). Modelo de investigación de las piezas audiovisuales de las organizaciones del tercer sector en redes sociales 1. Paper presented at the III Congrés Internacional Associació Espanyola d’Investigació de La Comunicació, Tarragona, Spain, pp. 1-18. https://doi. org/10.7195/ri14.v16i2.1189
Arroyo-Almaraz, I., & Mendoza, S. C. (2018). Los community managers de las ONGD. Estudio de percepciones y usos de las redes sociales. Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes, 16(2), 121-142.
Carrasco-Polaino, R., Villar-Cirujano, E., & Martín-Cárdaba, M. (2018). Artivism and NGO: Relationship between image and ‘engagement’ in Instagram. [Artivismo y ONG: Relación entre imagen y «engagement» en Instagram]. Comunicar, 57, 29-38. https://doi.org/10.3916/C57-2018-03
DePaul, V. G., Parniak, S., Nguyen, P., Hand, C., Letts, L., McGrath, C., & Donnelly, C. (2022). Identification and engagement of naturally occurring retirement communities to support healthy aging in Canada: A set of methods for replication. BMC Geriatrics, 22(1), 1-13. https://doi.org/10.1186/s12877-022-03045-z
Dumitrica, D. (2021). Integrating Social Media in NGO Strategic Communication: Lessons From Dutch NGOs’ Communication Practices. In Global Perspectives on NGO Communication for Social Change (pp. 73-89). Routledge. https://doi.org/10.4324/9781003188636-6
Galiano-Coronil, A., & Mier Terán-Franco, J. J. (2019). The use of social digital networks by NGDO from a social marketing perspective. Social Sciences, 8(6), 192. https://doi.org/10.3390/socsci8060192
Global NGO Technology Report 2019 (2019) Nonprofit Tech for Good Funraise, Inc, Costa Mesa, California, Estados Unidos de América. https://bit.ly/3zfTVHS
Grupo Antevenio. (2015, August 25). ONG de Tercera edad voluntariado. https://bit.ly/3wLcnGU Guía de Mayores. (2015, July 20). Guía de mayores. https://bit.ly/3LMqWxZ
IAB España (2022). Estudio Anual Redes Sociales 2022. Mayo 2022. https://bit.ly/3M90grH
Laurence, C. (2017). How Do I Calculate My Engagement Rate on Instagram? Plann. https://bit.ly/2mdcxlG
Li, Y., Shin, J., Sun, J., Kim, H. M., Qu, Y., & Yang, A. (2021). Organizational sensemaking in tough times: The ecology of NGOs’ COVID-19 issue discourse communities on social media. Computers in human behavior, 122, 106838. https://doi.org/10.1016/j.chb.2021.106838
Loria, S. (2020). Textblob Documentation. https://bit.ly/3wLLxxd
MacFarland, T. W., & Yates, J. M. (2016). Mann–Whitney U Test. In Introduction to Nonparametric Statistics for the Biological Sciences Using R (pp. 103–132). Springer International Publishing. https://doi. org/10.1007/978-3-319-30634-6_4
Massey, F. J. (1951). The Kolmogorov-Smirnov Test for Goodness of Fit. Journal of the American Statistical Association, 46(253), 68-78. https://doi.org/10.1080/01621459.1951.10500769
Plataforma del Voluntariado de España (2020). La acción voluntaria en 2020. Voluntariado en tiempos de pandemia, Ministerio de sanidad, consumo y bienestar social.
Tarazona-Belenguer, N., Ampuero-Canellas, O., & Gonzalez-del-Rio, J. (2020). Errores en el uso de la marca como foto de perfil en redes sociales: análisis de 49 ONG españolas. Gráfica, 8(16), 21-28. https://doi. org/10.5565/rev/grafica.176
Štuopytė, E. (2022). Towards Sustainability: The Involvement of the Elderly in the Educational Activities of NGOs in Lithuania. Sustainability, 14(4), 2095. https://doi.org/10.3390/su14042095
Wut, T. M., Lau, C. Y. L., & Chan, W. T. (2022). Share, Comment, and Like on Facebook and Message Strategies of Non-Governmental organizations. SAGE Open, 12(1). https://doi.org/10.1177/21582440221079876
Downloads
Published
How to Cite
Issue
Section
License
Those authors who publish in this journal accept the following terms:
- Authors will keep the moral right of the work and they will transfer the commercial rights.
- After 1 year from publication, the work shall thereafter be open access online on our website, but will retain copyright.
- In the event that the authors wish to assign an Creative Commons (CC) license, they may request it by writing to publishing@eagora.org