The Use of the Twitter in Public Benefit Organisations in Poland: How Communicative Function of Tweets Translates Into Audience Reaction?

Fig. 1

Description of primary and secondary tweet function with examples from the research sample_

Tweet primary and secondary function	Examples
1. Information
1.1 Public education – Tweets that focus on informing and educating the public, related directly or indirectly to the organisation’s mission	@jestemnapTAK: Ecology is not a leftist whim or imported fashion from the West. “Ecology is an old Polish tradition. They created it ...
1.2 Marketing – Tweets that inform about the actions taken by the organisation as part of its statutory objectives	@PAH_org: Lack of food or low-quality food most affect the health of the youngest. PAH provides food parcels ⏢⏢⏢#Syria #food
1.3 Organisation news/Event info or update – Plain and simple information regarding details of an event, such as time, date, place or direct links to an event or any organisation announcement	@lottobydgostia: American media inform: World Rowing Championships will take place according to plan
1.4 Intermediary – Tweets that are only an intermediary function, redirecting the audience to other online communication channels	@lottobydgostia: http://fb.me/wF5b9uI8
2. Community building
2.1 Giving recognition and thanks – Tweets that acknowledge and thank donors and other supporters of the organisation	@domwlodzi: Today, Mr. Wojtek will need our thumbs! We squeeze them tight! Let him push him STRONG BACK! Asia and Jula ... http://fb.me/6hw12iQzW
2.2 Acknowledgement of current and local events – Tweets of this nature express appreciation for events relevant to the organisation, whilst indicating that the organisation is a good neighbour and part of the community	@CCC_Polkowice:-@EuroLeagueWomen, welcome to #Polkowice!Photo coverage of the match against @PiestanskeCajky you will find ...
2.3 Responses to public reply messages – Tweets that are generally available answers to Tweets published by other Twitter users	@UserID We will be
2.4 Response solicitation – These tweets encourages the public to respond with their feedback or opinions	@ Fundacja Viva: A Just Judgment? In Poland, would you also like such penalties for animal perpetrators?
3. Call to action
3.1 Promote an event – Tweets that directly encourage participation in an event	@FNP_org_pl: CEE Acceleration Summit. The region’s largest event about corporate acceleration. Register! https://pwc.to/2xsFHou
3.2 Donation appeal – Tweets that encourages donations in cash and other material form	@PAH_org: We provide water, food and sanitation to civilians in #Mosulu. We ask for help! Deposit at http://www.pah.org.pl/wspieraj target “Mosul”
3.3 Call for volunteers or employees – Tweets that encourages the public to work for the organisation both in the form of volunteering and professional work	@CaritasPolska: CaritasPolska volunteers are preparing promotion for helping this year. Join volunteering! www .........
3.4 Lobbying and advocacy – Tweets that encourage followers to perform a lobbying- or advocacy-related activity	@BatoryFundacja: Let’s protest together! We join the appeal of nongovernmental organizations to defend the independence of the courts. #supremecourt #KRS
3.5 Selling a product – Tweets that encourages you to buy products	@KaliskiKKS: Attractive prices of passes! – KKSKalisz.pl http://fb.me/8lOOjuXkM
3.6 Learn how to help – Tweets that, on one hand, teach how to help and, on the other hand, encourage people to act for the organisation. Tweets within this category comprise indirect requests for support in many different ways	@Fundacja_Viva: The same way, but how different ... DO NOT HEAL! DO NOT CROSS! Sign the petition: http://www.petycje.pl/9465http://fb.me/3ZYA5EnwE
3.7 Viewing action – The tweets containing verbs such as	@SOD_OPP: Be sure to watch this movie about KCR.
‘read’, or ‘watch’ that ask the public to read something, see photos or watch a video	Emphasizes:)#directoroflife#kitchenredbike#invisiblespice#good

Descriptive Statistics for Organisational Primary and Secondary Tweet Function, taking into account the size of the organisation_

Lp.	Functions	All tweets	The size of the organisation (revenue in PLN)
		%	More than 10 million PLN	1 million to less than 10 million PLN	From 100,000 to less than 1 million PLN	Below 100,000 PLN
			%	%	%	%
1	Information	57.2	48.9	58.5	64.0	42.5
1.1	Public education	20.6	14.1	20.0	29.3	4.1
1.2	Marketing	9.6	19.6	6.4	9.0	5.5
1.3	Organisational news/event info or update	23.0	13.6	29.2	18.0	31.5
1.4	Intermediary	4.0	1.6	2.8	7.7	1.4
2	Community building	20.9	10.3	21.5	21.7	41.1
2.1	Giving recognition and thanks	12.1	4.9	13.7	10.3	28.8
2.2	Acknowledgement of current and local events	4.4	0.5	4.7	5.7	6.8
2.3	Responses to public reply messages	0.2	0.0	0.5	0.0	0.0
2.4	Response solicitation	4.2	4.9	2.6	5.7	5.5
3	Call to action	21.9	40.8	20.0	14.3	16.4
3.1	Promote an event	6.6	4.9	7.1	6.0	11.0
3.2	Donation appeal	4.4	15.2	1.2	3.0	1.4
3.3	Call for volunteers or employees	0.4	1.6	0.2	0.0	0.0
3.4	Lobbying and advocacy	6.3	16.3	6.4	1.3	1.4
3.5	Selling a product	0.8	0.5	0.9	0.7	1.4
3.6	Learn how to help	0.2	1.1	0.0	0.0	0.0
3.7	Viewing action	3.2	1.1	4.2	3.3	1.4

Descriptive Statistics for Primary and Secondary Communicative Functions with Accompanying Public Responses (Likes, Comments and Retweets)_

Lp.	Function	Favourited				Retweeted				Commented
		M	SD	Min	Max	M	SD	Min	Max	M	SD	Min	Max
1	Information	5.77	31.6	0	498	2.45	11.7	0	164	0.35	2.6	0	53
1.1	Public education	6.33	37.6	0	498	3.19	14.0	0	164	0.51	3.8	0	53
1.2	Marketing	10.3	45.0	0	420	4.11	16.7	0	151	0.45	2.6	0	24
1.3	Organisational news/event info or update	4.30	19.1	0	259	1.51	6.9	0	82	0.21	0.9	0	11
1.4	Intermediary	0.44	2.2	0	14	0.15	0.8	0	5	0.08	0.5	0	3
2	Community building	3.67	8.0	0	58	1.15	3.2	0	33	0.22	0.8	0	7
2.1	Giving recognition and thanks	3.65	7.3	0	43	1.02	2.4	0	14	0.26	1.0	0	7
2.2	Acknowledgement of current and local events	3.72	8.9	0	50	0.93	2.2	0	13	0.09	0.3	0	1
2.3	Responses to public reply messages	1.0	0.0	0	1	0.0	0.0	0	0.0	0.0	0.0	0	0.0
2.4	Response solicitation	3.83	9.4	0	58	1.83	5.3	0	33	0.27	0.7	0	3
3	Call to action	6.93	54.7	0	794	4.30	33.8	0	491	1.95	25.9	0	379
3.1	Promote an event	1.57	2.5	0	14	0.57	1.0	0	5	0.05	0.3	0	2
3.2	Donation appeal	1.95	2.9	0	16	1.79	3.1	0	17	0.05	0.2	0	1
3.3	Call for volunteers or employees	3.0	2.2	0	6	1.75	1.7	0	4	0.0	0.0	0	0
3.4	Lobbying and advocacy	19.5	101	0	794	12.4	62.4	0	491	6.66	48.1	0	379
3.5	Selling a product	1.37	1.7	0	4	0.25	0.5	0	1	0.0	0	0	0
3.6	Learn how to help	3.5	4.9	0	7	2.50	3.5	0	5	0.0	0	0	0
3.7	Viewing action	2.00	2.4	0	10	0.87	1.5	0	7	0.06	0.2	0	1