For years now, most of us have been swept under social media’s spell. In spite of the fair criticisms it receives, we can’t deny its importance as a tool for engagement.
Now there’s a new kid on the block when it comes to nonprofit messaging: TikTok. And as a result of its frenetic short-form videos, artificial intelligence, and relative ease of video creation and amplification, it is changing the way organizations relate to their audiences.
In this episode, we talk to Dr. Kimberly Wiley, Assistant Professor of Nonprofit Leadership and Community Sciences at the University of Florida, who led a team of researchers to code 1,160 TikTok videos from 58 nonprofits to better understand how organizations use the platform – and which messages engage their audiences the most. We also learn from Darcy Porter, Associate Director of Communications and Content Strategy, who has harnessed the power of TikTok at SUNY Brockport to mastermind everything from student influencers to a viral video memorializing a beloved campus squirrel.
Guests
Darcy PorterDarcy Porter is the Associate Director of Communications and Content Strategy at SUNY Brockport. As a social media professional of more than eight years, Darcy has received numerous awards for her work, including awards from the Public Relations Society of America, Rochester Chapter, and the SUNY Council for University Advancement. Her marketing philosophy is defined by passion, innovation, and edginess, as well as a firm belief in the value of public higher education. Darcy received her bachelor’s degree from SUNY Geneseo and is currently an MBA candidate at SUNY Empire. When Darcy is not scrolling TikTok or attending her kids’ soccer games, she enjoys traveling, boating, and snuggling her dog. Darcy lives outside of Rochester, NY, with her husband and two children.
Kimberly Wiley
Assistant Professor of Nonprofit Leadership and Community Sciences
University of Florida Department of Family, Youth, and Community Services
LinkedIn
Dr. Kimberly Wiley is the Assistant Professor of Nonprofit Leadership and Community Development at the University of Florida, Department of Family, Youth, and Community Sciences.
She engages innovative qualitative methods to study the role of nonprofits in society. Her research lab examines a range of qualitative data, such as social media, interviews, documents, and television, to answer questions about how nonprofits engage with communities. She has particular interest in nonprofits serving victims of gender-based violence.
Dr. Wiley earned her doctorate from Florida State University in Public Administration with an emphasis on nonprofit organizations. She teaches courses in the nonprofit leadership minor, including Organizational Leadership in Nonprofits, Program Planning and Evaluation, and Managing Nonprofit Human Resources. She has thirteen years of nonprofit experience in the field of victim advocacy in local, state, and national organizations. She bridges her nonprofit career experience with her scholarly research and classroom.
