How the type of public benefit work in nonprofit organizations influences social media presence: an example from Facebook

Purpose: The main objective of the study was to identify those nonprofit organizations that were characterized by the highest Facebook publication frequency, the highest number of Facebook followers and the highest average public reaction to the Facebook content. Design/methodology/approach: Content analysis was used to accomplish the research objectives. Findings: The results of the study clearly indicated that the nonprofit organizations with the most effective use of Facebook are those operating in the areas related to ecology, animal protection and protection of natural heritage. Research limitations/implications: There is a need for research on the basis of which it will be possible to find out whether, in fact, the high interest in organizations related to ecology, animal protection and protection of natural heritage and their Facebook profile has a psychological basis. Practical implications: The results of the research can be an important source of information for executives of nonprofit organizations in the utilization of social media in their day-to-day operations. Originality/value: This paper expands the knowledge of Facebook utilization in a specific group of Polish nonprofit organizations, i.e. those with the status of public benefit organizations.