Duval County Nonprofits and Social Media
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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
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Report Purpose
To understand how nonprofits in Duval County, FL are utilizing Internet technologies.
Mediums used
Benefits Derived
Measurement
3.14.2012
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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
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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
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9/24/2011
Descriptives
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Size & Type
9/24/2011
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SM Maintenance
9/24/2011
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9/24/2011
Mediums
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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
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Initial Purpose of Mediums
9/24/2011
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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)
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9/24/2011
Benefits
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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)
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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)
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9/24/2011
Measurement
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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?
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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
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Social Media Conceptualization
Face
book
Twitte
r
Blog Email
-+
+-
Dynamism
Depth
FeedbackMessage
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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
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Thank you!
3.14.2012© GetteinJax, 2012