Purpose

There is a growing interest in the way non-profit organizations can use Twitter strategically to communicate their message, but little attention has been paid to the way content categories and features may facilitate retweets of messages of a non-profit organization that targets women as its audience. Based on stakeholder theory, this study aims to fill this gap by analyzing Women Who Code (WWC)'s tweets to examine whether there are any differences in the number of retweets with respect to the content categories (information, community or action) and features (hashtags, emojis, photos, videos and URLs) in its Twitter communications.

Design/methodology/approach

WWC's original tweets that were posted during a one-year period from February 20, 2018 to February 20, 2019 were collected using a Twitter analytics tool. The content categories for each tweet were coded, and the number of hashtags and emojis used and the inclusion of photos, videos and URLs were noted. A negative binomial regression model was used to address the research questions.

Findings

The findings showed that with respect to the content categories, community and action-based tweets were retweeted less frequently than informational tweets. With respect to the content features, the results showed that using emojis or URLs in a tweet affected retweets positively, while including hashtags or a video affected them negatively. Further, using photos or images in a tweet had no significant effect on retweets.

Originality/value

These findings contribute to our understanding of non-profit organizations' use of Twitter and provide practical implications for the way non-profit organizations that target female audiences interested in technology can disseminate their messages more strategically.

中文翻译：

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了解针对女性受众的非营利组织的推文的信息传播：对《女性守则》推文的检查

目的

非营利组织可以策略性地使用Twitter传达其消息的方式越来越引起人们的关注，但是对于内容类别和功能可能促进以女性为目标的非营利组织转发消息的方式，人们很少关注。观众。基于利益相关者理论，本研究旨在通过分析《 Who Who Who Code》（WWC）的推文来填补这一空白，以检查关于内容类别（信息，社区或动作）和功能的推文数量是否存在差异（标签，表情符号，照片，视频和URL）在其Twitter通讯中。

设计/方法/方法

使用Twitter分析工具收集了2018年2月20日至2019年2月20日的一年期间发布的WWC原始推文。对每个推文的内容类别进行了编码，并记录了所使用的标签和表情符号的数量以及照片，视频和URL的包含。负二项式回归模型用于解决研究问题。

发现

调查结果表明，就内容类别而言，基于社区和基于动作的推文转发的频率低于信息性推文。关于内容功能，结果表明，在推文中使用表情符号或URL对转推产生积极影响，而在包含标签或视频的情况下，对推文产生负面影响。此外，在推文中使用照片或图像对转发没有显着影响。

创意/价值

这些发现有助于我们对非营利组织使用Twitter的理解，并为以技术感兴趣的女性受众为目标的非营利组织如何从战略上传播其信息提供了实际意义。