Nonprofits     andSocial Media:Applying SROI toNew Technologies Georgette Dumont, Ph.D.
NPOs and SROI• SROI’s main goal is to measure value creation,  which is processed simultaneously in three ways  along a co...
Research Questions• Question 1: Do nonprofit leaders see a relationship  between social media and SROI?• Question 2: What ...
Data Collection• Snowball Sampling of Twitter and Facebook• Sample  o 464 accounts, 348 nonprofits  o E-Survey – sent to 2...
The Sample…
Time on Time on                                 TW/FB                            Use         Strategy                 Comm...
Time on Time on                                TW/FB                             Use        Strategy                  Comm...
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                    ...
Conclusion• SROI terminology not widely understood• Social media still viewed mainly as push medium• Social media is rarel...
Dumont ASPA 2012
Dumont ASPA 2012
Upcoming SlideShare
Loading in...5
×

Dumont ASPA 2012

572

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
572
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Dumont ASPA 2012

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

    Clipping is a handy way to collect important slides you want to go back to later.

×