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State of the IJM Twitter-verse

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Findings from the 2010 International Justice Mission Twitter Survey

Findings from the 2010 International Justice Mission Twitter Survey

Published in: Technology, Spiritual

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  • 1. State of the IJM verse Findings from the 2010 IJM Twitter Survey
  • 2. Purpose: Understand... ...who our followers are & how they use Twitter. ...what has worked well to connect & communicate with our followers in the past year. ...how we can improve on what has worked, change what hasn’t worked, and provide more of what our followers are asking for.
  • 3. A Little Background On IJM And Twitter
  • 4. 3 IJM Accounts @IJMCampaigns • Advocacy news & announcements • IJM Justice Campaigns updates @IJMHQ • General IJM news & announcements • “Behind the scenes” looks • Constituent services @IJMInstitute • Prayer requests & updates • IJM Institute news & announcements
  • 5. Joined Number of Followers Following Team Size Twitter on Tweets @IJMCampaigns 10.30.08 2981 2155 398 2 @IJMHQ 12.8.08 3662 3678 1769 3 @IJMInstitute 12.5.08 1153 858 299 2 Updated on 2.17.2010
  • 6. A Little Background About The Survey
  • 7. Survey conducted from: Tuesday, 01.12.10 - Saturday, 01.30.10 (19 days) Questions in survey: 26 (all questions were optional) Total responses: 124
  • 8. Survey Results: What We Learned About You
  • 9. Gender 35% Male (44) Female (80) 65%
  • 10. Age 22% 48% < 18 (3) 2% 2% 18 - 24 (27) 9% 25 - 34 (60) 35 - 44 (21) 45 - 54 (11) 17% 55 - 64 (2)
  • 11. Age Based on Gender Female Male 26% 14% 4% 1% 2% 57% 10% 7% 44% 15% 20% 35 25 21 12 8 6 9 3 1 3 1 18 4 4 4 4 4 18 4 4 4 4 4 -2 -3 -4 -5 -6 -2 -3 -4 -5 -6 < < 18 25 35 45 55 18 25 35 45 55
  • 12. Location Europe: 5 North & Asia: 1 Central America: 115 Australia: 1 Africa: 1
  • 13. Who Do You Follow? @IJMCampaigns 1 @IJMInstitute 0 20 @IJMHQ 31 0 10 60
  • 14. How Long Have You Been On Twitter? 23% 12% 28% < 3 Months (13) 3 - 6 Months (26) 6% 6 - 12 Months (32) 1 - 2 Years (35) < 2 Years (7) 31%
  • 15. How Many Followers Do You Have? Avg. 184 High 7421 7,500 5,625 3,750 1,875 0
  • 16. How Many Accounts Do You Follow? Avg. 127 1,500 High 1114 1,125 750 375 0
  • 17. How Many Tweets Have You Posted? Avg. 816 High 4488 4,500 3,375 2,250 1,125 0
  • 18. 5 Stages of Twitter Acceptance 51 36 10 13 1 Denial Presence Dumping Conversing Microblogging “Why would “Ok, I don’t really “I’m on Twitter and “I don’t always post “I’m using Twitter to anyone care what get why people use it for pasting useful stuff, but I do publish useful other people are love it, but I guess I links to my blog use Twitter to have information that doing right now?” should at least posts and pointing authentic 1x1 people read AND create an account.” people to my press conversations.” converse 1x1 releases.” authentically.” “5 Stages of Twitter Acceptance” originally posted at the “Influential Marketing Blog” (http://rohitbhargava.typepad.com)
  • 19. Tweeting Habits: Part I Once A Week Several Times Once A Day Several Times A Week A Day 13 23 9 20 26 29 45 47 How often do you tweet? How often do you retweet?
  • 20. Tweeting Habits: Part II Once A Week Several Times Once A Day Several Times A Week A Day 6 13 3 5 17 19 34 34 How often do you @reply? How often do you direct message?
  • 21. Survey Results: What We Learned About IJM and Twitter
  • 22. “I feel that _____ engages with the public adequately.” @IJMCampaigns @IJMHQ @IJMInstitute 42% 29% 26% 61% 65% 2% 1% 3% 7% 54% 10% 25 52 20 40 12 8 3 1 3 3 1 e ee e ee e ee e e e e e e re re re re re re re re re gr gr gr Ag Ag Ag Ag g Ag g Ag g sa sa sa sa sa sa ly ly ly Di Di Di Di Di Di ng ng ng ly ly ly ro ro ro ng ng ng St St St ro ro ro St St St
  • 23. “I feel that ____ engages with me as an individual adequately.” @IJMCampaigns @IJMHQ @IJMInstitute 36% 35% 29% 53% 46% 51% 5% 2% 8% 13% 11% 12% 20 43 12 11 30 9 5 9 3 2 2 2 e ee e ee e ee e e e e e e re re re re re re re re re gr gr gr Ag Ag Ag Ag g Ag g Ag g sa sa sa sa sa sa ly ly ly Di Di Di Di Di Di ng ng ng ly ly ly ro ro ro ng ng ng St St St ro ro ro St St St
  • 24. “I would describe the frequency in which _______ tweets each week as:” @IJMCampaigns @IJMHQ @IJMInstitute 56% 52% 71% 5% 7% 44% 23% 41% 23 65 15 18 12 21 5 2 h e h e h e ht ht ht or or or uc uc uc g g g M M M Ri Ri Ri M M M Be Be Be st st st o o o To To To Ju Ju Ju ld ld ld ou ou ou C C C
  • 25. To o N ar ro w ly Fo cus 5% Ap ed p ro To p 38 ria o te Br oa dl y 95% 2 Fo cu se d @IJMCampaigns To o N ar ro w ly 6 Fo c 6% Ap us ed 3% p ro To p 84 ria o te Br oa dl y 3 Fo 90% cu se d @IJMHQ To o N ar ro w ly Fo cus Ap ed p ro To p 27 ria o te 100% Br oa dl y Fo cu se d @IJMInstitute “I would describe the content of tweets from _______ as being:”
  • 26. “My perception of IJM as an organization has improved as a result of how ________ uses Twitter.” @IJMCampaigns @IJMHQ @IJMInstitute 49% 44% 39% 6% 1% 54% 48% 46% 6% 8% 17 43 16 31 11 12 2 5 1 2 e ee e ee e ee e e e e e e re re re re re re re re re gr gr gr Ag Ag Ag Ag g Ag g Ag g sa sa sa sa sa sa ly ly ly Di Di Di Di Di Di ng ng ng ly ly ly ro ro ro ng ng ng St St St ro ro ro St St St
  • 27. “I understand the purpose and distinction of ________ from the other IJM accounts.” @IJMCampaigns @IJMHQ @IJMInstitute 32% 35% 30% 23% 19% 17% 9% 8% 11% 43% 37% 38% 31 33 20 18 21 14 13 17 8 5 7 5 e ee e ee e ee e e e e e e re re re re re re re re re gr gr gr Ag Ag Ag Ag g Ag g Ag g sa sa sa sa sa sa ly ly ly Di Di Di Di Di Di ng ng ng ly ly ly ro ro ro ng ng ng St St St ro ro ro St St St
  • 28. Ti m el y Ti m & H 6 el el y, p B fu N ut l ot N Ti ot m H el el y, pf N B ul 100% ot ut Ti m H el el pf y ul O rH el pf @IJMCampaigns ul Ti m el y Ti m & el H 22 y, el B p fu N ut l 4% ot N Ti ot 4% m H el el y, pf N B ul ot ut 1 Ti m H el el pf y 92% O ul 1 rH el would you rate the interaction(s)?” pf @IJMHQ ul St ro ng ly 6 Ag re e Ag re e Di sa 100% St g re ro e ng ly Di sa gr ee @IJMInstitute “If you have sent an @reply or DM to ________ before, how
  • 29. C as ew or k U 58 pd at e s Pr ay er Re 49 qu es ts Ad vo ca cy N ew s/ 59 U pd “B at eh e s in d Th e Sc en 52 es ” Lo Sp ec ok ia s lG iv in g O pp 20 or tu ni G tie lo s ba l“ Ju st ic 56 e” N ew Re s gi on al “I would like to see more tweets about...” O pp or 71 tu ni tie s
  • 30. Suggestions On Ways To Improve “Connect with organizations that teach people to steward the resources they have around them so they are less susceptible to human trafficking.” “Please provide more regional opportunities to help me get involved!” “Provide more success stories regarding your work.” “It would be great to see @IJMHQ help promote the work of campus chapters around the U.S. I've run across a few, just by chance, that I didn't know existed.”
  • 31. Other Comments That Just Didn’t Fit Into 140 Characters “I love the ability to pray on-the-spot for relief efforts currently underway. I'd say those are my favorite: ‘Operation underway, can't release details but please PRAY.’ I love hearing ‘6 slaves rescued from ____.’ That's an opportunity twitter provides for me to be a part in justice in any part of the world! Thanks for what you do!” “I'm not a huge tweeter, but I really love getting the IJM news on a daily basis. Believe it or not, it is only in the last two years that I have become aware of the extent of the issue of human trafficking. Getting tweets from you guys doesn't just inform me, it keeps the issue always in my mind as I try to make lifestyle changes in my own life so that I can be a better servant of God. Standing in line at Target and getting a tweet from your guys once stopped me from purchasing an unneeded item and putting the money aside for donations.” “The IJM Twitter feeds were one of my favorite parts about 2009. I felt more closely connected to IJM's work through Twitter, and I would encourage other people to use it. IJM Twitter helped me consider priorities in my own life and stay more ‘justice-minded,’ as I was able to stay in touch with the work IJM does with those around the world...IJM Twitter helped keep me informed on IJM's work, and, in turn, I became a better communicator about this work to my friends, family, co-workers, others in my region, and other networks I'm in...Thanks for this effort! A great success, I think!”
  • 32. Thanks & Acknowledgments @IJMCampaigns // @IJMHQ // @IJMInstitute // Erica Boonstra Austin Graff Laurel Henshaw Eileen Campbell Daniel Li Bethany Hoang Teresa Hillis Hanna Schmidt