Social Media as a Communication Strategy: Content Analysis of Top Nonprofit Foundations’ Micro-blogs in China

As Web 2.0 has become a trend, an increasing number of nonprofit foundations in China have started to utilize social media for strategic communication. Based on a quantitative content analysis, this study examines how social media, more specifically Sina Weibo, was used by the top 300 nonprofit public-fundraising foundations in China to advance their missions. Message strategy and dialogic communication strategy used to build and maintain organization-public relationships were identified. The result shows that top nonprofit foundations in China mainly relied on Sina Weibo to disseminate information, promoting issues and activities as well as calling for help. Two-way communication process and dialogic loops between foundations and audience were revealed. Audio, video, emotional appeals, dialogic, and interactive features have not been fully utilized, although micro-blog posts with certain multimedia and dialogic/interactive features were significantly more likely to be commented, shared, and liked. The implications of the findings are discussed.     

Popularizing the Knowledge of Science and Technology in the Communication Field to Foster a Reserve Force for Communications

It's an important task for the World Com-munications Year to organize,in accordancewith the plan of the China Committee,thesummer camps on communications for theyoung pioneers.The activities of this sort is ofgreat significance for popularizing among thepeople the knowledge of science and technologyin the communication field and for fostering areserve force for communications. The year sees in provinces and cities of