عنوان مقاله [English]
Membership in social networks has skyrocketed in the past few years in both social public type and formal organization networks. It is very important, however, to manage and control the potentials of Social Networks in non-governmental organizations, since they play an important role in the growth and strength of such organizations. The success of such organizations depends on their social networks. Social networks, regardless of computer and internet use, have existed for a long time in the history of mankind. This research seeks the critical success factors for using social networks in non-governmental organizations. By using and reviewing the existing literature and opinions of subject experts, we develop an initial model with 19 success factors. To examine, complete, and verify the initial model, 19 factor models were applied to two non-governmental organizations in Iran, which heavily depended on social networks to attract and keep their customers and users. The organizations under study are Gabrik Diabetes Group and Zoroastrian Student Center. The views and ranking of the selected experts from each organization were compiled and analyzed using Delphi method. Both in-depth interviews and questionnaire were used. Finally, using and comparing the results of two organizations, 6 critical success factors common in both organizations were chosen as the most critical success factors for the growth and strength of social networks in non-governmental organization. These six common critical success factors are: common objectives, learning opportunity, empathy, membership in larger group and bigger goals, culture, and value of objective. Furthermore, the critical success factors in only one organization were identified and justified. The remaining non-critical success factors were reviewed and discussed. It is suggested that, in further research, other non-government organizations and other contexts be included in the study. Particular attention should be paid to other factors such as member privacy, satisfaction with organization performance, and customer appreciation.