title: An Examination of Not-For-Profit Stakeholder Networks for Relationship Management: A Small-Scale Analysis on Social Media.
abstract: Using a small-scale descriptive network analysis approach, this study highlights the importance of stakeholder networks for identifying valuable stakeholders and the management of existing stakeholders in the context of mental health not-for-profit services. We extract network data from the social media brand pages of three health service organizations from the U.S., U.K., and Australia, to visually map networks of 579 social media brand pages (represented by nodes), connected by 5,600 edges. This network data is analyzed using a collection of popular graph analysis techniques to assess the differences in the way each of the service organizations manage stakeholder networks. We also compare node meta-information against basic topology measures to emphasize the importance of effectively managing relationships with stakeholders who have large external audiences. Implications and future research directions are also discussed.
authors.affiliation: Newcastle Business School, University of Newcastle, Callaghan, Australia.
authors.forename: Jessica
authors.initials: J
authors.lastname: Wyllie
authors.affiliation: Department of Marketing and Supply Chain Management, School of Business and Economics, Maastricht University, Maastricht, Netherlands and BISS Institute, Maastricht, Netherlands.
authors.forename: Benjamin
authors.initials: B
authors.lastname: Lucas
authors.affiliation: Newcastle Business School, University of Newcastle, Callaghan, Australia.
authors.forename: Jamie
authors.initials: J
authors.lastname: Carlson
authors.affiliation: McIntire School of Commerce, University of Virginia, Charlottesville, Virginia, United States of America.
authors.forename: Brent
authors.initials: B
authors.lastname: Kitchens
authors.affiliation: Forethought, Melbourne, Australia.
authors.forename: Ben
authors.initials: B
authors.lastname: Kozary
authors.affiliation: Cambridge Service Alliance, Insitute for Manufacturing, Department of Engineering, University of Cambridge, Cambridge, United Kingdom.
authors.forename: Mohamed
authors.initials: M
authors.lastname: Zaki
mesh_terms: D008605:Mental Health Services / Q000458:organization & administration*; D061108:Social Media