Doing Collaboration: How Organizations Use Facebook to Foster Collaboration

While organizational self-interest dominates discourse about nonprofit social media use, the technology also has the capacity to strengthen interorganizational collaboration. This research used grounded theory to explore how organizations used Facebook to collaborate. The study included the population of one network of antipoverty organizations in a state plagued by persistent poverty if they had a Facebook page (N=47). The sampling frame included all Facebook posts on each organization's Facebook page during March 2013. Findings revealed that organizations posted content indicating the presence of a collaboration continuum including information about programs, events, and cause awareness among collaborators, other organizations, or volunteers.