A Conceptual Understanding of Organizational Identity in the Social Media Environment

  • Jimmy Young University of Nebraska-Kearney
Keywords: Organizational identity, social media, strategy


Nonprofit organizations have increasingly adopted the use of social media over the last several years. This presents a myriad of challenges and opportunities in regards to organizational identity. This paper provides a conceptual understanding of identity as an entry point for nonprofit organizations to deliberate their own use of social media and the relative impact on organizational identity. A theoretical understanding of the formation of social identity situates the development of organizational identity and contextualizes the process in a manner suitable for conversation and strategic decision-making at the administrative level. A conceptual model is presented to illustrate the development and maintenance of organizational identity in the social media environment.

Author Biography

Jimmy Young, University of Nebraska-Kearney
Dr. Jimmy Young is an Assistant Professor in the Department of Social Work at the University of Nebraska-Kearney. His research interests center on the use of technology in nonprofit organizations and social work education.