Social Networks and the Third Sector Analysis

This research article analyzes the use of Facebook and Instagram by 50 NGOs in Chile and Spain, focusing on their public presence, engagement strategies, and the content they share. The study employs content analysis of 2,103 publications over a month, revealing that Facebook is the most utilized platform, particularly in Spain, where it also has the highest follower count. The findings indicate that the primary use of these social media profiles is informational, with variations noted between the two countries and across different sectors. The most common post format is text, with a significant use of hashtags. The article discusses the need for NGOs to enhance their social media strategies to foster dialogue and build trust with their audiences, as current communication efforts do not fully leverage the potential of these platforms for engagement. The conclusions emphasize the importance of two-way communication in achieving effective outreach and social transformation.