Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter

This paper analyzes the social media (Twitter) communication strategies of leading Spanish NGOs focused on child protection, using social marketing and prospect theory. Data mining, content analysis, and simple correspondence analysis were employed to determine message typology and NGO positioning. Results show NGOs generate predictable communication, increasing tweets during emergencies. Three message types were identified: informative tweets highlighting risks (Type 1), impartial dialogue tweets (Type 2), and action tweets highlighting benefits (Type 3). Type 3 messages (favored by World Vision Spain) were most popular, followed by Type 1 (Educo) and Type 2 (UNICEF Spain). The study validates using social media to analyze NGOs and provides parameters for crafting social marketing messages.

Araceli Galiano-Coronil, Marina Yong Alcedo-Velázquez, Sofía Blanco-Moreno, Luis Bayardo Tobar Pesántez