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More than 68 million active users of Facebook, organizations are seeking to tap into the relationship development potential these sites offer.
In April 2006, Facebook opened its registration process to organizations, and more than 4000 organizations joined within 2 weeks.
Solely having a profile will not increase awareness or trigger participation. Instead, careful planning and research will greatly benefit nonprofits as they attempt to develop social networking relationships with their stakeholders.
The profiles were evaluated for the presence of items representing organizational disclosure.The organization was also classified as arts/humanities, education, healthcare, human services, public/society benefit, religion.