For Good’s Sake: Strategic Social Media Influencer Communication in Non-Profit Organisations

Figures & data

Figure 1. Strategic influencer communication management process.

Source: Borchers and Enke (2021), p. 7; grey circles are phases within the organisation function; white circles stand for other management functions.

Table 1. Interviewees.

Interviewee/Phase	Actor Group	Function	Topical Focus
1 (1)	NPO	Policy & External Relations, Head of Project Climate	Humanitarian aid
2 (1)	NPO	Head of Social Media Management	Humanitarian aid, children’s rights
3 (1)	NPO	Head of Media Relations	Public health
4 (2)	NPO	Online Fundraising & PR	Humanitarian aid
5 (2)	NPO	PR Manager	Humanitarian aid
6 (2)	NPO	Influencer & Celebrity Relations	Humanitarian aid
7 (2)	NPO	Head of Public Relations	Humanitarian aid
8 (1)	AGY	Head of Creation and Content	Humanitarian aid
9 (1)	AGY	Managing Director	Climate change & humanitarian aid
10 (1)	AGY	Executive Assistant, Head of Influencer Academy	Public health
11 (2)	AGY	Managing Director	Political education, humanitarian aid
12 (2)	AGY	Political Communications Manager	Political education & human rights
13 (2)	AGY	Project Manager	Human rights
14 (1)	SMI	Content Creator (Technology, TikTok, 250k followers)	Political education
15 (1)	SMI	Content Creator (Health, Instagram, 220k)	Humanitarian aid
16 (1)	SMI	Content Creator (Entertainment, YouTube, 1.3m)	Public health
17 (2)	SMI	Content Creator (Beauty, Instagram, 7K)	Humanitarian aid
18 (2)	SMI	Content Creator (Firefighter, Instagram, 3.6k)	Disaster service
19 (2)	SMI	Content Creator (Paramedic, Instagram, 7k)	Rescue service
20 (2)	SMI	Content Creator (Beauty, Instagram, 22k)	Public health

Borchers, N. S., & Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3), 102041. https://doi.org/10.1016/j.pubrev.2021.102041

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