Robert Geary

School of Humanities

Faculty of Arts

Community Organisations, Social Media and Membership: Exploring Facebook's Potential

In brief, I investigated the use of social media as a possible solution to declining and ageing memberships in community organisations. Focusing on Facebook use in Rotary International clubs in South Australia and beyond, I analysed newsletter and Facebook content, online surveys, and interviews with members from selected clubs, and argue that Facebook has the potential to build a sense of belonging among younger community members, who might be disaffected by traditional club structures and communication channels, increasing recruitment and retention. My thesis concludes with practical recommendations for future uses of Facebook in community organisations.  ( MPhil 2015)

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