Nonprofits and Social Media: Is There a Strategic Linkage?
6
Nonprofits and Social Media: Is there a strategic linkage? Georgette Dumont, Ph.D. University of North Florida
-
Upload
georgette-dumont -
Category
Business
-
view
329 -
download
1
description
Presentation slides from a paper I presented at ARNOVA's 2011 annual conference in Toronto, Canada.
Transcript of Nonprofits and Social Media: Is There a Strategic Linkage?
Nonprofits and Social Media: Is there a strategic linkage?
Georgette Dumont, Ph.D.University of North Florida
Research QuestionsHow do nonprofit leaders view
social media?◦Usage◦Benefits◦Strategy
Data CollectionSnowball Sampling of Twitter and
FacebookSample
◦464 accounts, 348 nonprofits◦E-Survey – sent to 278 nonprofits
22 no email 48 no phone 20 bounced Responses: 111 (43%)
◦Interviews (N=8)
BudgetTime on
FBTime on
TWUse Strategy
TW/FB linked
Comm Flow Effect
$1-$2m >2yrs 1-2yrs informAttract business
no2-way
asymmetrical
Cost effective marketing; immediate
$2-$5m 1-2yrs 6mo-1yr engage
Attract business; reach youth demographic
no2-way
symmetrical
Cost effective marketing; ; immediate; customer service
$2-$5m 1-2yrs 6mo-1yr inform
Attract business; reach youth demographic
no2-way
asymmetrical
Cost effective marketing; ; immediate; donations
$5-$10m >2yrs >2yrs engage
Attract business; monitor environment
no2-way
symmetrical
Cost effective marketing; ; immediate; advocacy; broadened governance
$500K-$1m
1-2yrs 6mo-1yr inform
Attract business; reach youth demographic
yes2-way
symmetrical
Cost effective marketing; immediate
BudgetTime on
FBTime on
TWUse Strategy
TW/FB linked
Comm Flow Effect
$500K-$1m
1-2yrs 1-2yrs engage
Attract business; reach youth demographic
yes2-way
symmetrical
Cost effective marketing; branding; ; immediate
$2-$5m >2yrs 1-2yrs informAttract business/ donations
yes1-way
symmetrical
Cost effective marketing;; immediate
$10-$20m >2yrs 1-2yrs inform
Attract business; reach youth demographic
no2-way
asymmetrical
Cost effective marketing; immediate
$500K-$1m
>2yrs >2yrs informAttract business; draw people to area
no2-way
symmetrical
Cost effective marketing; immediate
$500K-$1m
>2yrs 1-2yrs inform
Attract business; reach youth demographic; build community
no2-way
symmetrical
Cost effective marketing; immediate; intimate; Advocacy; branding
ConclusionAll orgs are still learning what
worksPredominately push marketing
mediumNot knowing impact makes
targeted strategic use difficultTwo-way information flow still in
infancyAll use it “strategically”, but
define it differently
