A Conceptual Understanding of Organizational Identity in the Social Media Environment

Authors

  • Jimmy Young University of Nebraska-Kearney

DOI:

https://doi.org/10.18060/3739

Keywords:

Organizational identity, social media, strategy

Abstract

Nonprofit organizations have increasingly adopted the use of social media over the last several years. This presents a myriad of challenges and opportunities in regards to organizational identity. This paper provides a conceptual understanding of identity as an entry point for nonprofit organizations to deliberate their own use of social media and the relative impact on organizational identity. A theoretical understanding of the formation of social identity situates the development of organizational identity and contextualizes the process in a manner suitable for conversation and strategic decision-making at the administrative level. A conceptual model is presented to illustrate the development and maintenance of organizational identity in the social media environment.

Author Biography

Jimmy Young, University of Nebraska-Kearney

Dr. Jimmy Young is an Assistant Professor in the Department of Social Work at the University of Nebraska-Kearney. His research interests center on the use of technology in nonprofit organizations and social work education.

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Published

2013-03-26

Issue

Section

Articles