Coalition Networks for the Green New Deal: Nonprofit Public Policy Advocacy in the Age of Social Media

Abstract

Social media is an important tool for nonprofit public policy advocacy. To help nonprofits effectively utilize social media in advocacy efforts, this study proposes a measurement framework of social media social capital based on social networks. Specifically, in this study, we examine the relationships between social media capital and symbolic, political capital on social media. We study how a group of nonprofits utilizes Twitter to advocate for the Green New Deal and their interaction with politicians, activists, and publics on social media during the 2019 presidential primaries. Our analysis shows that different dimensions of social media capital significantly influence nonprofits’ social media-based symbolic capital and political capital.

Keywords

social media capital nonprofit policy advocacy symbolic capital political capital

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