דילמות דיגיטליות של עמותות לילדים ונוער בסיכון בהפעלת עקרונות דיאלוגיים

Alongside the significant advantages inherent in the use of social networks,such as high accessibility, availability, and the ability to reach a broad and diverse audience, their use presents complex challenges, particularly in unique contexts such as nonprofit organizations. This article examines these issues,focusing on the role of social networks within third-sector organizations,particularly nonprofits, which must balance the need to enhance public visibility with the imperative to maintain ethical and moral sensitivities. This study examines the extent to which the dialogic principles of Kent and Taylor (1998; 2002) are implemented by NPOs in Israel. It focuses on eleven NPOs dedicated to supporting at-risk children and adolescents and is based on twenty-six semi-structured in-depth interviews with senior officials from these organizations, alongside a content analysis of their websites and Face-book pages.The findings were analyzed using the SADA model, a three-tier framework for assessing dialogue, with particular emphasis on its third tier, which ex-amines the organization's fundamental approach to fostering and sustaining dialogue. This level revealed complex dilemmas faced by professionals regarding the use of social media to engage with their target audiences. A central tension emerged in the work of these NPOs: on the one hand, they aim to optimize social media use to advance their goals and strengthen connections with stakeholders, while on the other, they must uphold the integrity of the therapeutic process.The study underscores the necessity of an interdisciplinary approach that promotes mutual understanding between the fields of social work and communication, fostering a more integrated and effective use of digital platforms.