Non-profit organizations in Columbia, want, use Facebook in public relations and relationship information. Communication with participants. The donations help channel in communication, cooperation of non profit results.
In addition ,promotes the use of Facebook as a communication channel.
This data shows the growing role of web technologies in public relations and particularly points out that social media
are becoming a key part of NPOs’ internationalization strategy. This behaviour could be due to NPOs from Latin American
countries strongly depending on international aid agencies and foreign donors therefore; they could be using Facebook to
move their stakeholders closer to the organisation and to maintain and increase their activities of cooperation.
Moreover, the greater experience in social media brings a better use of Facebook as a disclosure strategy. Zorn, Grant, and
Henderson (2013) pointed out that the experience in social media conditions its use for resource mobilization. Therefore,
we add that the familiarity with these tools seem to increase the use of contents that ensure the broadcast of relevant
information