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Dumont ASPA 2012

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  • 1. Nonprofits andSocial Media:Applying SROI toNew Technologies Georgette Dumont, Ph.D.
  • 2. 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
  • 3. 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?
  • 4. 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
  • 5. The Sample…
  • 6. 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
  • 7. 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
  • 8. Do nonprofit leaders see arelationship between social media and SROI?
  • 9. What is the role of social media in obtaining outcome measures? Tell story; still nothing
  • 10. What is the purpose ofsocial media for your organization? How do you use the feedback?
  • 11. Social Media Conceptualization Dynamism FacebookTwitter Depth Message Feedback
  • 12. 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