This is a presentation highlighting the key findings from the report "Understanding the Relationship Between Nonprofits and Social Media in Duval County, FL" completed in the Fall of 2011, presented at the Florida Political Science Association in Tampa, FL on March 14, 2012.

1. Presented at FPSA’s Annual Conference, Tampa, FL 3.14.2012
© GetteinJax, 2012

2. Report Purpose
To understand how nonprofits in Duval
County, FL are utilizing Internet technologies.
 Mediums used
 Benefits Derived
 Measurement
3.14.2012

3. 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

4. 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

5. Descriptives
9/24/2011

6. Size & Type
No $100k- $500k $2m -
Type <$100k >$10m Total
Budget $500k - $2m $10m
Arts and
4 3 5 2 8 0 22
Culture
Education 0 0 0 1 0 0 1
Env. 1 2 2 0 5 1 11
/Animal
Welfare
Health 0 4 2 2 1 4 13
Human 1 5 5 4 12 1 28
Services
International 0 2 0 0 0 0 2
Societal 0 1 6 8 2 0 17
Benefit
Religious 1 0 0 0 2 0 3
Membership 3 8 1 1 2 0 15
Unknown 1 0 0 1 0 0 2
Non- (c)(3) 0 1 1 2 0 1 5
9/24/2011
TOTAL 11 26 22 21 32 7 119

7. SM Maintenance
9/24/2011

8. Mediums
9/24/2011

9. Social Media Adoption
100%
100%
90%
78%
80% 73%
70% 65%
61%
60%
Yes
50%
39% No
40% 35%
27%
30%
22%
20%
10%
0
0%
Facebook Twitter Blog YouTube LinkedIn
9/24/2011

10. Initial Purpose of Mediums
Facebook
Twitter
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11. Importance of SM to Organization
30%
25%
20%
15% Facebook (111)
Twitter (81)
10%
5%
0%
Very Somewhat Neither Somewhat Very important
Unimportant unimportant important
3.14.2012

12. Benefits
9/24/2011

13. Impact of SM on Constituents
70%
60%
50%
40%
30%
20%
10%
0%
Facebook (102) Twitter (76)
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14. Impact of SM on Organization
100% 92% 93% 94%
90%
90% 85%
80% 72%
68% 67%
70%
58% 58% 55%
60% 54% 55% 55% 55%
50% 44%
43%
40% 38%
30% 31% 30%
26% 28%
30%
23%
18%
20%
12%
10%
0%
Facebook (N=105)
3.14.2012 Twitter (N=80)

15. Measurement
9/24/2011

16. Do you measure the results from SM?
80%
80%
70%
60% 52%
48%
50%
Facebook (104)
40%
Twitter (78)
30% 20%
20%
10%
0%
yes no
How do you measure the results from SM?
84%
80%
90%
80% 70%
70%
60% 46% 42% 42%
50% 37%
40% 26% 30% 26%
30% 16% 18% Facebook
20%
10% Twitter
0%
9/24/2011

17. Key Findings
 Facebook and Twitter are most  Things of note…
utilized mediums, followed by  SM is social by nature;
YouTube, blogs, and LinkedIn however use it as push
medium/brouchureware
 Facebook viewed as more
important for organization  Friends/followers main
measure of SM, effectiveness
 SM main purpose: marketing &  Interviews are noting similar
raising awareness perception of social media by
those who are noted as high
 Used predominately as push utilizers
medium; provide info
 Less than half of respondents
measure SM
9/24/2011

18. Social Media Conceptualization
Dynamism
Facebook
Twitter
Depth
Message Feedback

19. 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

20. Thank you!
© GetteinJax, 2012 3.14.2012