Social Media ROI:

Perception or Reality?

Assistant Professor

Georgette E. Dumont, MPA, PhD

Agenda

Background

Research Questions

Method

Findings

Future Research

Background

Increasing adoption of SM by NPOs

Research on usage

Missing

strategic lens

internal measures

end-user usage

Research Questions

Why are nonprofits using social media?

Are these mediums producing the desired outcomes?

Are nonprofits measuring their use of social media?

Are people using social media to engage nonprofits?

Method

2011 Snowball sample TW and FB: 349 unique nonprofits

2013 Survey repeated: 209 nonprofits NEFL

2013 Survey completion rate: 29% (60 nonprofits)

2014 Polling question for NEFL for end-user data

Findings - Adoption

Facebook

(N=59)

Twitter

(N=49)

YouTube

(N=32)

Marketing 88% 67% 72%

Feedback 45% 29% 19%

Donations 32% 25% 13%

Legitimacy 28% 29% 31%

Transparency/Acct. 20% 25% 16%

RecruitVolunteers 42% 22% 19%

RaiseAwareness 93% 71% 75%

EveryoneElseWas 25% 35% 13%

YoungerAudience 65% 53% 47%

Findings –

FB Adoption and Outcomes

Findings –

TW Adoption and Outcomes

Findings –

YT Adoption and Outcomes

Findings –

Measurement

Findings –

End-user Usage

Findings –

End-user Usage, cont.

Summary

Data show nonprofits are receiving ROI on SM

investment

However, measurement is low

FB could be deemed more important with more benefits

because it’s measured

confirmed by OLS regression at p < .01

People are using SM to engage with nonprofits by:

Donating

Volunteering

Becoming a client

Future Research

Predictors for nonprofits that view SM as important

Match posts with outcomes

More analysis on measurements and alignment with

goals

Thank you