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Are Trees Social - Nonprofit Environmental Groups
 

Are Trees Social - Nonprofit Environmental Groups

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Sustainability, Journalism & Media Regeneration Conference University of South Carolina  October 2011

Sustainability, Journalism & Media Regeneration Conference University of South Carolina  October 2011

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    Are Trees Social - Nonprofit Environmental Groups Are Trees Social - Nonprofit Environmental Groups Presentation Transcript

    •  Are Trees Social? Nonprofit Environmental Groups Use of Social MediaSustainability, Journalism & Media Regeneration Conference University of South Carolina  October 2011 Carol Terracina Hartman  M. Laeeq Khan  Michigan State University
    • Terracina-Hartman C. & Khan M. L. Outline  Background: “A Game With no Rules”  Issues  Social Media Power  Environmental communications  Research hypotheses, Methods  Preliminary Findings  What Comes Next
    • Issues  A year 2000 study by Hill & White, (p. 46, 2000), found that although practitioners valued their website in terms of its usefulness in providing information to their publics and it being helpful in improving organization’s competitiveness and image, however there was “skepticism about the value of a Web site, inadequate evaluation methods, inability to keep the site updated, and quality control expectations”.Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Issues  Nonprofits often stumble their way through public relations campaigns . (Waters et al. 2008).Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Key Definitions "Social Media is a group of Internet-based applications that builds on the ideological and technical foundations of Web 2.0 and that allow the creation and exchange of user-generation content. [Kaplan and Haenlien (2010) “Web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.” [boyd & Ellison, 2007]Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Powerful Social Media http://www.nmk.co.uk/article/2008/6/2/winning-the-vote-on-the-webAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Widespread SM adoption  Individuals, profit oriented firms, governmental organizations and advocacy groups are making their presence felt on the Internet especially SNS.Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Powerful Social Media  Facebook is the 2nd most visited website! (Alexa, 2009).  Online social networking sites played a pivotal role in advocacy and fundraising for the campaign (White, 2010).Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Tweets & reTweets  “A closer look at re-tweets reveals that any re- tweeted tweet is to reach an average of 1,000 users no matter what the number of followers is of the original tweet.” Kwak et. al, (2010)Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • With power comes responsibility  Caution is the key  Not enough to build a profile on FacebookAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Exercising social media power  Continually act, spur people into action, inspire  Managing dialogic communicationsAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Environmental communication  Australian Conservation Foundation (ACF) uses Twitter as a major tool for its social media outreach (White, 2010).  Claire Carlton, the social media manager for WWF’s Climate Policy Campaign in 2009 further stated that, “I see our web site as our home base, the blog as our podium and Twitter, YouTube, Flickr and LinkedIn as our mega phone…” (Catone, 2009).Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Sustainability, Image, Profitability  Greenpeace protest against Nestlés sourcing of Palm oil from unsustainably managed rainforests in IndonesiaAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Successful Environmental Activism http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Successful Social Media Campaign  Recency of updates  Integrated, coordinated campaignAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Possible pitfalls  Dealing with unforeseen situations  Digital divide may exclude a section of the fan following  Generation gap may impede social media success as older people may face difficulty in “mastering” the Internet (Miller, 2010).Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Hypotheses  RQ1: For which types of campaigns do nonprofit environmental groups use social media?  RQ2: Will nonprofit environmental groups increasingly rely on social media to network over traditional communication methods for recruiting, fundraising, communicating news, and information purposes?Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Hypotheses  RQ3: Do nonprofit environmental groups choose to use social media for a primary communication method to create a public image as sustainable?  R4: Users increasingly rely on social media for news and communication; therefore would nonprofit environmental groups desire to create an image as a reliable and credible source by networking and using the options available through social media?Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Methods  A pilot study  An online survey  Sierra Club  The Nature Conservancy  World Wildlife Fund  Greenpeace  Natural Resources Defense CouncilAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Preliminary Results  A tremendous gap between who makes the decision to use social media for a specific task and who actually conducts the task.  True for 5 of the 7 offices interviewed in summer 2011Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Gap – Decision making & Implementation  Communications manager lays out a plan.  Staffer, office manager, or an intern posts updates, photos, notices on Facebook or videos on YouTube.  Another person watches associate office pages for information to link to or comment on.  Much of the social media work – 7 of 7 offices – takes place off site – security, privacy – work at homeAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Pilot – Other insights  6 of 7 nonprofit groups found Facebook and YouTube the most effective in terms of responses and network potential and found Flickr and their RSS feed provided a steady contact with the public.  Twitter offered the least benefit for the effort.Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • What next? - Two layers of surveys  Pilot study indicated that a survey might indeed be addressed to all staff in the office of a nonprofit environmental group involved with social media in any way, not just the communications staff to fully gather opinions and experiences from all involved.  Two layers of surveys:  1 for management  1 for staff levelAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Challenges, Potential  New line of research  Users not trained with new social media tools  Lack of clear user responsibilitiesAre Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Challenges, Potential  Difficulty in quantifying what is happening - Missing the “who” in the “who, what, when, where, why and how” of social media practices.  Decisions and usage of social media among nonprofit environmental groups is far more complex than basic public relations tools and therefore, is worthy of additional study.Are Trees Social: Nonprofit Environmental Groups Use of Social Media
    • Thank you!  Questions?Are Trees Social: Nonprofit Environmental Groups Use of Social Media