Who is the Broker Matters: How Publics Respond to Crisis Related Cross-Sector Networks on Social Media?

Multi-organizational cross-sector partnerships on social media involving nonprofits, governments, and corporations are increasingly important for addressing complex social issues. Such large-scale cross-sector networks would not be possible without brokers who connect otherwise disconnected clusters. Nevertheless, cross-sector brokers are not always positively received by the public. Drawing from the brokerage typology literature, we classify five distinctive types of brokers (i.e., representative, gatekeeper, liaison, itinerant, and coordinator) and explore public responses associated with them, and how such effects spill over to connected same-sector organizations. Our findings show that different types of brokers receive different public responses, which are moderated by organizations’ sectors. In particular, nonprofits playing brokerage roles are more likely to be positively received by the public compared to government agencies.