Duval County Nonprofits and Social Media
-
Upload
georgette-dumont -
Category
Technology
-
view
317 -
download
1
description
Transcript of Duval County Nonprofits and Social Media
Duval CountyNonprofits and
Social Media
Georgette Dumont, Ph.D.University of North Florida
3.14.2012Presented at FPSA’s Annual Conference, Tampa, FL © GetteinJax, 2012
Report Purpose
To understand how nonprofits in Duval County, FL are utilizing Internet technologies.
Mediums used
Benefits Derived
Measurement
3.14.2012
Data collection
Snowball Sampling
Twitter and Facebook 2 months of posts & tweets Total number of tweets Retweets, direct tweets Friends & Likes Networks
Archival data: org type, 990
Web site analysis
Interviews
3.14.2012
Sample
464 accounts, 348 nonprofits (most formal, some informal) 129 Twitter accounts 335 Facebook accounts 78 nonprofits use both
E-survey – sent to 258 nonprofits 22 no email 48 no phone number 20 bounced
Responses: 111 (43%)
3.14.2012
9/24/2011
Descriptives
Size & Type
9/24/2011
SM Maintenance
9/24/2011
9/24/2011
Mediums
Social Media Adoption
9/24/2011
Facebook Twitter Blog YouTube LinkedIn0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100%
78%
35%39%
27%
0%
22%
65%61%
73%
YesNo
Initial Purpose of Mediums
9/24/2011
Importance of SM to Organization
3.14.2012
Very Unimpor-tant
Somewhat unimportant
Neither Somewhat important
Very important0%
5%
10%
15%
20%
25%
30%
Facebook (111)Twitter (81)
9/24/2011
Benefits
Impact of SM on Constituents
3.14.2012
New V
olun
teer
s
New D
onor
s
New M
embe
rs
New C
lient
s
Even
t Atte
ndee
s
Other
0%
10%
20%
30%
40%
50%
60%
70%
Facebook (102) Twitter (76)
Impact of SM on Organization
3.14.2012
Incr
ease
traffi
c to
WS
Moved
peo
ple
to a
ctio
n
Emai
l list
Donat
ions
Info
rm con
stitu
ents
Spre
ad In
fo
Enha
ncin
g Rel
atio
nshi
ps
Under
stan
d Con
stitu
ents
Find
New p
artn
ers
Fost
ered
disc
ussion
Built
activ
e on
line
com
mun
ity
Enha
nce
onlin
e pr
esen
ce
Incr
ease
org
awar
enes
s0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
72%68%
58%
26%
92% 93%
85%
55%
44%
58%
67%
90%94%
30% 31%
18%12%
54% 55%
43%
23%
30% 28%
38%
55% 55%
Facebook (N=105)
Twitter (N=80)
9/24/2011
Measurement
9/24/2011
yes no0%
10%
20%
30%
40%
50%
60%
70%
80%
48%52%
20%
80%
Facebook (104)Twitter (78)
Do you measure the results from SM?
Googl
e Ale
rts
Gostin
g so
ftwar
e
Anecd
otal
# com
men
ts
# follo
wers/l
ikes
Other
0%10%20%30%40%50%60%70%80%90%
46% 42%
30%
70%80%
18%
42%
26%16%
37%
84%
26%FacebookTwitter
How do you measure the results from SM?
Key Findings
Facebook and Twitter are most utilized mediums, followed by YouTube, blogs, and LinkedIn
Facebook viewed as more important for organization
SM main purpose: marketing & raising awareness
Used predominately as push medium; provide info
Less than half of respondents measure SM
Things of note… SM is social by nature;
however use it as push medium/brouchureware
Friends/followers main measure of SM, effectiveness
Interviews are noting similar perception of social media by those who are noted as high utilizers
9/24/2011
Social Media Conceptualization
Face
book
Twitte
r
Blog Email
-+
+-
Dynamism
Depth
FeedbackMessage
Future Research
Deeper analysis of survey data combined with 990 date, interview data, and VA Index.
Content analysis of tweets and posts
Model building
3.14.2012
Thank you!
3.14.2012© GetteinJax, 2012