Social media for fighting women’s literacy gap. A case of stakeholder engagement in non-governmental organisations

Purpose This paper aims to investigate how social media can support both upward and downward accountability in non-governmental organisations (NGOs), with a specific focus on women’s empowerment and literacy in local communities. It examines how digital platforms contribute not only to fundraising and donor engagement but also to knowledge diffusion, behavioural change and community-level accountability. Design/methodology/approach The study adopts a qualitative case study approach, drawing on longitudinal fieldwork conducted between 2019 and 2024 within the NGO Audiopedia. Data were collected through participant observation, semi-structured interviews, document analysis and social media content analysis, focusing on the use of Instagram, Facebook, Google Ads and WhatsApp to enact accountability relationships. Findings The findings show that social media enables the integration of upward and downward accountability within a single digital ecosystem. While visually oriented platforms support upward accountability by enhancing visibility and fundraising, audio-based messaging applications facilitate downward accountability by empowering women beneficiaries through accessible, voice-based learning. This dual use of social media fosters women’s literacy, community engagement and effective fundraising if the NGOs invest in dedicated human resources and adopt appropriate digital strategies. Practical implications The study highlights that NGOs can enhance both fundraising effectiveness and women’s empowerment by strategically aligning social media tools with the capabilities of their beneficiaries. In contexts of low literacy, audio-based platforms such as WhatsApp are particularly effective in supporting learning, mentoring and sustained engagement. Social implications The findings suggest that social media can act as inclusive accountability mechanisms that amplify marginalised voices and support gender equality, in line with the UN Sustainable Development Goals. The increasing women’s literacy contributes to create concrete assets for fighting poverty (SDG 1) and improve quality education (SDG 4). Policymakers and development agencies should recognise digital platforms not only as communication tools but also as enablers of social value creation within local communities. Originality/value This study contributes to the accountability and stakeholder engagement literature by conceptualising social media as an empowerment tool. It offers novel insights into how NGOs can integrate upward and downward accountability to create social value, particularly through initiatives such as women’s literacy and community empowerment in developing contexts.