Information, Community, and Action on Sina-Weibo: How Chinese Philanthropic NGOs Use Social Media

This study explored Chinese NGOs’ behavior on domestic social media platforms. By observing 155 rural education NGOs on one of China’s most popular social media sites, Sina-Weibo for 6 months, we found that despite Internet censorship and the unique government-NGO relationship in China, the Chinese NGOs are active on Weibo. Like their Western counterparts, the Chinese NGOs use social media to share information, build community, and mobilize resources. Because the Chinese NGOs face some unique legitimacy problems, aside from using social media to attract followers, they also use social media’s powerful broadcasting function to improve organizational legitimacy. To fit into the Weibo community, the organizations use a large amount of slang and emoji, and publish a significant number of posts which cover popular topics, but are not related to their work.