THE ROLE OF FACEBOOK IN PROMOTING THE COMMUNICATION OF NON-GOVERNMENTAL ORGANIZATIONS RELATED TO CHILDREN WITH CANCER

The aim of this work is to assess the use of Facebook as a social marketing tool by organizations
dealing with children with cancer disease. The theoretical part contains information
about non-governmental organizations, the characteristics of selected foundations from Spain
and the function of social media. The empirical part of the work was carried out in October
and November 2018 during the author’s stay in Spain. Posts published by three Spanish foundations
Aladina from Madrid, Aspanion from Valencia and Afanoc from Barcelona have been
analysed. They are the three largest cities in Spain, which is why the foundations were chosen
from them. The analysis included Facebook tools, which were the most used by foundations,
then the type of published content and at the end was selected the best post. The results show
that the main posts of the organizations are related to fundraising, while the most used tools
were photos.

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