Nonprofit organizations on Facebook : A comparative corpus-based analysis of UNICEF and WWF's communication strategies on Facebook

Sammanfattning: UNICEF and WWF are leading nonprofit organizations in their field. They work globally with different projects and programs, trying to make a change for the better. This study examines and discusses the communication strategies used by nonprofit organizations in their Facebook posts by answering following questions: What communication strategies can be identified in UNICEF and WWF's Facebook posts in their aim to attract followers? Are there any linguistic patterns associated with those strategies? Are there any differences/similarities between the two organizations? The method used is based on corpus linguistics and discourse analysis, categorizing messages into the categories Information, Community and Action. The results show that both organizations mainly produce messages that are information based. They use less of the Community building and Action strategies. Some linguistic patterns were found to be associated with these strategies. These patterns were mostly connected to the communication strategy of Information.