Evaluation of social media marketing effectiveness of non-profit organizations: An investigation on environmentalist organizations

Today, all for-profit and non-profit organizations use social media platforms as a marketing tool. Social networking sites such as Facebook, Twitter and Instagram have created a new area for organizations to communicate with their target audience, increase brand awareness and provide engagement to their brands. To measure social media success for the organization, together with the use of social media as a marketing tool has become an important issue. On the other hand, increasing environmental problems pose a serious threat around the world today and protecting the environment requires the attention and effort of the whole society. In this regard, media tools have an important role in shaping the attitudes and behaviors towards the environment by affecting the society. Social media also has an impact on improving the environmental culture and attracting the attention of users in this direction. Therefore it is a matter of wonder that non-profit organizations that aim to raise awareness of environmental protection and to create positive change in society's behavior are how effective they use social media when reaching their target audience. For this reason, in this thesis, social media accounts of organizations operating in the field of environment protection are examined. It has been tried to determine whether organizations use Facebook, Twitter and Instagram social media sites in the same event and how successful they are in terms of brand awareness, brand loyalty and word of mouth communication. It has been determined that TEMA Foundation and WWF Foundation use three social network sites more effectively and are more successful in brand awareness, brand loyalty and word of mouth communication compared to other organizations examined within the framework of the sample. Keywords: Social media, social networks, social media marketing, efficiency of social media marketing, social marketing, non-profit organizations.