  In this study, we examine the social networking practices of the 100 largest
nonprofit organizations in the United States. More specifically, we develop a
comprehensive classification scheme to delineate these organizations' use of
Facebook as a stakeholder engagement tool. We find that there are 5 primary
categories of Facebook "statuses", which can be aggregated into three key
dimensions - "information", "community", and "action". Our analysis reveals
that, though the "informational" use of Facebook is still significant,
nonprofit organizations are better at using Facebook to strategically engage
their stakeholders via "dialogic" and "community-building" practices than they
have been with traditional websites. The adoption of social media seems to have
engendered new paradigms of public engagement.
