NPOs and SROI• SROI’s main goal is to measure value creation, which is processed simultaneously in three ways along a continuum, ranging from purely economic, to socio-economic, to social• Attempts to combine economic and social measures• Way to quantify NPO effectiveness o Funding o Legitimacy o Policy player
Research Questions• Question 1: Do nonprofit leaders see a relationship between social media and SROI?• Question 2: What is the role of social media in obtaining outcome measures?
Data Collection• Snowball Sampling of Twitter and Facebook• Sample o 464 accounts, 348 nonprofits o E-Survey – sent to 258 nonprofits • 22 no email • 48 no phone • 20 bounced • Responses: 111 (43%) o Interviews (N=10) --- sample for this study
Time on Time on TW/FB Use Strategy Comm Flow Effect FB TW linked Cost effective 2-wayA&C 1 >2yrs 1-2yrs inform Attract business no marketing; asymmetrical immediate Attract business; Cost effective reach youth 2-way marketing; ;A&C 2 1-2yrs 6mo-1yr engage demographic; no symmetrical immediate; build customer service community Cost effective Attract business; 2-way marketing; ;HS 1 1-2yrs 6mo-1yr inform reach youth no asymmetrical immediate; demographic donations Cost effective Attract business; marketing; ; monitor 2-way immediate;HS 2 >2yrs >2yrs engage environment; no symmetrical advocacy; build broadened community governance Attract business; Cost effective 2-waySB 1 1-2yrs 6mo-1yr inform reach youth yes marketing; symmetrical demographic immediate
Time on Time on TW/FB Use Strategy Comm Flow Effect FB TW linked Cost effective Attract business; 2-way marketing;SB 2 1-2yrs 1-2yrs engage reach youth yes symmetrical branding; ; demographic immediate Cost effective Attract business/ 1-wayE/A 1 >2yrs 1-2yrs inform yes marketing;; donations symmetrical immediate Attract business; Cost effective 2-wayE/A 2 >2yrs 1-2yrs inform reach youth no marketing; asymmetrical demographic immediate Attract business; Cost effectiveNon 501 2-way >2yrs >2yrs inform draw people to no marketing;(c)(3)1 symmetrical area immediate Cost effective Attract business; marketing;Non reach youth 2-way immediate;501(c) >2yrs 1-2yrs inform demographic; no symmetrical intimate;(3)2 build Advocacy; community branding
Do nonprofit leaders see arelationship between social media and SROI?
What is the role of social media in obtaining outcome measures? Tell story; still nothing
What is the purpose ofsocial media for your organization? How do you use the feedback?
Social Media Conceptualization Dynamism FacebookTwitter Depth Message Feedback
Conclusion• SROI terminology not widely understood• Social media still viewed mainly as push medium• Social media is rarely thought of as a metric tool for outcomes• Nonprofits closer to “joined up” usage have a fuller conceptualize of the “cross-fertilization of Internet technologies• SROI is a theory far ahead of practice