人类服务非营利组织使用社交媒体的类型学:混合方法研究研究
Jia Xue1,2, Micheal L Shier1, Junxiang Chen3
1Factor-Inwentash Faculty of Social Work, University of Toronto, Toronto, ON, Canada.
Journal of medical Internet research
|May 8, 2024
概括
人类服务的非营利组织,如性侵犯中心,可以改善社交媒体的使用. 这项研究开发了一个模型来对他们的在线通信进行分类,揭示关键主题并为更好的参与策略提供信息.
科学领域:
- 计算社会科学 计算社会科学
- 非营利性的管理管理.
- 数字通信数字通信
背景情况:
- 人类服务非营利组织在充分利用社交媒体进行沟通方面面临挑战.
- 对于超越自我推广的社交媒体的多样化应用的理解有限.
- 确定了概念清晰度的需要,以加强非营利性社交媒体使用培训.
研究的目的:
- 使用Twitter (X) 检查加拿大非营利性侵犯 (SA) 中心的在线沟通内容.
- 通过定性和机器学习方法,开发一种从SA中心分类推文的类型学.
- 为理解非营利性社交媒体目标和成果提供一个框架.
主要方法:
- 一种混合方法的方法,结合了定性分析和监督机器学习.
- 为培训数据,手动编码来自133个SA中心的10,809条推文 (2009年3月至2023年3月).
- 使用机器学习对286,551条组织推特进行分类,然后进行无监督主题建模和情绪分析.
主要成果:
- 确定了七个主题类别:社区参与,组织管理,公众意识,政治宣传,对他人的支持,伙伴关系和赞赏.
- 组织管理是最常见的类别;政治宣传和伙伴关系是最不常见的.
- 机器学习模型实现了63.4%的准确性;情绪分析显示中性流行,恐惧占主导地位,快乐与伙伴关系/欣赏有关.
结论:
- 一个原始的理论模型阐明了人类服务非营利组织如何在七个主题类别中利用社交媒体.
- 该研究提供了非营利性传播目标和社交媒体内容的综合类型.
- 调查结果支持加强非营利组织领导人的培训,以改善公众,政策和利益相关者参与.
关键词:
加拿大加拿大加拿大加拿大加拿大加拿大加拿大他们的推特是Twitter.商业 商业 商业 商业通信 通信 通信 通信 通信.通信 通信 通信 通信 通信 通信.危机危机的危机 危机的危机人类服务非营利组织 非营利组织机器学习是机器学习.营销营销的营销营销的营销.非营利性的非营利性组织.非营利组织是非营利组织.组织组织组织组织组织组织组织.组织组织的组织性.组织组织组织组织组织组织组织组织.情绪分析是一种情绪分析.性虐待性虐待性虐待性侵犯性侵犯性侵犯性侵犯性侵犯支持中心性侵犯支持中心性暴力性暴力性暴力性暴力性暴力性暴力性暴力社交媒体 社交媒体支持中心支持中心.支持中心,支持中心.理论上的理论理论理论理论.推文 推文 推文 推文推特发出一些推文.类型学的类型学.相关概念视频
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