ABSTRACT
Facebook, one of the most popular social media platforms, offers more engagement opportunities than ever before with the introduction of the Timeline. Given that Facebook is used more as a social engagement tool than Twitter and considered a leading social media platform, it is imperative to investigate organizational message strategies on Facebook to understand the ways in which organizations communicate and build relationships with their constituents via social media. To this end, this study employs the four models of public relations proposed by Grunig and Hunt as a framework for exploring the types of message strategies nonprofit organizations use on Facebook. This study gives a snapshot of current social media use by nonprofit organizations. Thirty-six nonprofit headquarters Facebook pages were randomly selected for final data analysis. The main purpose of this study was to explore how nonprofit organizations use Facebook by applying Grunig and Hunt's four models of public relations as a framework to assess message strategies.
