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

Facebook

Twitter

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