SLOVENIAN ANIMAL WELFARE ORGANIZATIONS AND THE USE OF NEW MEDIA

Slovenske organizacije za zaščito živali so majhne in imajo za svoje delo zelo omejena sredstva, pomoči potrebnih živali pa je vedno veliko. Zato je pomembno, da s čim nižjimi stroški v kratkem času dosežejo veliko število ljudi, ki nato postanejo posvojitelji živali, donatorji, prostovoljci, podporniki ... Najenostavnejši način za to je uporaba spleta in družbenih medijev, predvsem Facebooka. Z uporabo vsebinske analize smo raziskali, kako za komunikacijo uporabljajo spletne strani in Facebook, kako uspešne so pri ustvarjanju lastne spletne znamke ter kako za oglaševanje živali, zbiranje sredstev, informiranje javnosti, pa tudi aktivizem, izkoriščajo vse prednosti, ki jih spletne tehnologije ponujajo.Animal welfare organizations in Slovenia are small and have very limited funds but there is no shortage of animals needing their help. For that reason, it is important to reach a large number of people in the shortest amount of time with the lowest costs possible, so they can either adopt an animal or become donators, volunteers or supporters. The easiest way to accomplish this is with the use of internet and social media, mostly Facebook. We used content analysis to determine how organizations are using websites and Facebook, how successful they are at building their online brand, and how they are using all the advantages of online technologies for advertising animals in their care, fundraising, informing the public, and even for activism