An Examination of Not-For-Profit Stakeholder Networks for Relationship Management: A Small-Scale Analysis on Social Media

Jessica Wyllie, Benjamin Lucas, Jamie Carlson*, Brent Kitchens, Ben Kozary, Mohamed Zaki

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

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Abstract

Using a small-scale descriptive network analysis approach, this study highlights the importance of stakeholder networks for identifying valuable stakeholders and the management of existing stakeholders in the context of mental health not-for-profit services. We extract network data from the social media brand pages of three health service organizations from the U.S., U.K., and Australia, to visually map networks of 579 social media brand pages (represented by nodes), connected by 5,600 edges. This network data is analyzed using a collection of popular graph analysis techniques to assess the differences in the way each of the service organizations manage stakeholder networks. We also compare node meta-information against basic topology measures to emphasize the importance of effectively managing relationships with stakeholders who have large external audiences. Implications and future research directions are also discussed.
Original languageEnglish
Article numbere0163914
Number of pages20
JournalPLOS ONE
Volume11
Issue number10
DOIs
Publication statusPublished - 6 Oct 2016

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