Long Term Use of Social Networking Sites by Nepali CSOs

Abstract We examine whether the nonprofits in Nepal and India have used Twitter effectively to keep their stakeholders engaged with them in the long-term of around five years. We also examine how the nonprofits can be classified according to their long-term tweet behavior. We introduce a two-step process for tweet classification that considers both the nonprofits’ tweets and their targeted audience, and apply the k-means algorithm to observe the clusters of nonprofits according to their long-term Twitter use. Our exploratory analysis shows that the majority of nonprofits in Nepal and India have not used Twitter with an objective of keeping their stakeholders engaged. We end by suggesting a few research questions that need to be answered for a better understanding of SNS use by nonprofits.