TRAINING NEEDS ASSESSMENT FOR EFFECTIVE SOCIAL MEDIA UTILIZATION: A STUDY OF INDIAN NGO STAFF CAPACITY BUILDING REQUIREMENTS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.3219Keywords:
Digital Communication, Social Media, Training Needs Assessment, Capacity Building, Social Media Training, Indian Development Sector, Non Governmental Organization, Stakeholder ManagementAbstract [English]
In India's diverse socio-economic and cultural landscape, Non-Governmental Organizations (NGOs) play a significant role in contributing to the social, cultural, economic, and environmental challenges, serving as a facilitator between government and the people in need. As social media is an emerging essential tool for organisational communication, Indian NGOs face significant challenges in effectively adapting and utilizing social media. There are various reasons but the most challenging is the lack of trained social media professionals in the Indian NGO sector.
This research examines the training needs of Indian NGO professionals in adapting and utilizing social media to achieve their communication objectives. The research aims to address the gap between current social media potentialities and the skills required to attain key performance indicators (KPIs) including reach, engagement, click-through rates, follower growth, social mentions, conversion rates, lead generation, and stakeholder feedback. Through a survey method applying quantitative surveys of 154 working Indian NGO representatives across India, the study assesses current training levels and identifies specific areas requiring intervention. The study also employs stakeholder theory as a theoretical framework to explore the training and development needs of NGO professionals.
This research aims to develop an evidence-based paradigm for social media training aimed at enhancing NGO professional's digital and social media capabilities. This study has the potential to strengthen the Indian NGO sector's digital expertise from strengthening stakeholder communication to fund-raising, and social impact.
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