We Need Each Other

Bethany PlantonApril 19, 2011

Social Networks: A configuration of people connected to one another through

interpersonal means, such as friendship, common interest, or ideas

Social Networking Sites: The use of a specific type of Web site focused on the creation and growth of

online social networks which allows users to interact

Employee Donor Potential Donor

Knowledge Sharing

Listening

Image Building

References• Burgess, D. (2005). What motivates employees to transfer knowledge

outside their work unit? Journal of Business Communication, 42, 324-348.

• Crawford, K. (2009). Following you: Disciplines of listening in social media. Continuum: Journal of Media & Cultural Studies, 23, 525-535.

• Coyle, C. L. & Vaughn H. (2008). Social networking: Communication revolution or evolution? Bell Labs Technical Journal, 13, 13-18.

• Livingston, G. (2009). High-dollar nonprofit donors would embrace social media. Journal of New Communications Research, 4, 87-94.

• Venable, B., Rose, G., Bush, V., & Gilbert, F. (2005). The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science, 33, 295-312.