# An Approach to Exploring Non-Governmental Development Organizations Interest Groups on Facebook
### Stakeholders in NGDOs and Their Relationships in the Online Environment through the SNA  
Relationships between stakeholders, who share common purposes and values, encourage collaboration by exchanging and facilitating the delivery of benefits, which reflect these values to the stakeholders. They also promote stability and better long-term planning as the establishment of links between an organization and its collaborators will lead to an increase in service quality and trust, resulting in better results, which, in the non-profit sector, can translate into greater levels of collaboration [35; 36; 37]. [PERSON] and [PERSON] (2009) made a similar claim when they concluded that using strategies involving dialogue to create opportunities for participation can produce positive results, such as increasing the number of people interested in interacting, thus leading to the growth of an organization's social network [38]. Marketers must identify the stakeholders correctly. Stakeholders refer to any group or individual who might affect or are affected by the achievement of the organization's objectives [39]. These interest groups could be companies, media, public administrations, etc., whose coordination is necessary to achieve their objectives. In the NGOs sector, a large majority of researchers have agreed that there are two types of interest groups. On the one hand, the beneficiaries of the nonprofit offer, and on the other, those who provide monetary and non-monetary resources [40]. Beneficiaries, broadly defined, are considered to be not only the ultimate recipients of nonprofit activities, but also all those agents, more or less close to them, who assume different roles in the decision-making process (initiators, decision-makers, influencers, or those who provide resources) and can influence the final perception of the organizational actions received. Resource providers are identified with any individual organization (public or private) that provide money, values, labor, goods, or services to fulfill the organizational mission [41]. [PERSON] (1995) [42] made the same distinction between audiences mentioned in the paragraph above but named these two groups final customers and intermediaries. Final customers are made up of consumers, business people, patients, donors, volunteers, workers, members of the government, etc. In contrast, intermediary customers are involved in the process and are somehow part of the attempt to obtain a greater number of end customers, for example, government agencies that refer people in need to an NGO. [PERSON] (2009) [43] summarized these interest groups, as shown in Table 1.  
The development of the internet and social media impacts the organization-stakeholder relationship, which can be critical to an organization's future success [44]. Social media provides organizations with the ability to foster two-way communication and engage the public in dialogue. NGOs' communication managers find that two-way interaction is often the ideal model for communicating with their stakeholders and making relationships more transparent and accountable [45; 46]. Therefore, NGOs could benefit from building relationships with current and potential donors, volunteers, and other relevant stakeholders (e.g., fundraising, volunteer recruitment, or partnership building), as long as they respond efficiently to their information needs. Organizational social networking activities generate various types of relationships with different stakeholders. [PERSON] (2019) [47] distinguished three types of ties: flow ties, representational ties, and affinity ties. Flow ties occur when participants send and receive messages, information, or data among themselves. For example, an NPO's original posting on social media initiates a link between that NPO and a wide range of stakeholders, but when an NPO reports a post from another stakeholder, it also initiates a link between the NPO and the original poster. In turn, stakeholders may respond and interact with the organization's social networks differently.