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2013 UNF Nonprofit Management Conference

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These are the slides from the social media workshop, breakout session B.

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2013 UNF Nonprofit Management Conference

  1. 1. Social Media Everyone’s doing it, right? Maybe, but are they doing it well?
  2. 2. Agenda • Introductions • Social media overview • The is: NEFL NPOs & Social Media (preliminary findings) • What can be: Org benefits from social media use • Q&As
  3. 3. Introduction • Dr. Georgette (Gette) Dumont • Nonprofit scholar – NPO accountability; governance; technology; social media • Research the NP sector in NEFL • Blog, Tweet, and Facebook profile: GetteInJax – Current info RE: nonprofits & technology – Best practices – Changes that are happening
  4. 4. Social Media Overview • Many platforms • Need to match correct platform with desired outcome
  5. 5. First, Some Basics • Social Media are SOCIAL • Social Media are (or should be) genuine • Social Media are increasingly mobile • Social Media are tools to develop, build, and strengthen relationships (and trust) • Social Media are tools to listen to and engage your environment
  6. 6. The Data • Most used: Facebook, Twitter, YouTube • Demographics (need for segmenting and targeting)
  7. 7. Social Media in NEFL NPOs
  8. 8. Social Media Adoption 0% 20% 40% 60% 80% 100% Facebook Twitter YouTube Blog LinkedIn No Yes
  9. 9. Starting Using Social Media To: 0% 20% 40% 60% 80% 100% 120% Marketing tool Feedback Increase donations Legitimacy Accountability/transparency Recruitment Raise awareness Everyone else was Facilitate discussion Reach younger audience LinkedIn N=21 Blog N=22 YouTube N= 30 Twitter N= 48 Facebook N= 57
  10. 10. Which of the following would you attribute to your organization's use of: 0% 10% 20% 30% 40% 50% 60% 70% 80% Increase in volunteers Increase in donors Increase in members Increase in clients Increase in event attendees Not measured/DK LinkedIn N=21 Blog N=22 YouTube N= 30 Twitter N= 48 Facebook N= 57
  11. 11. Some/Substantial effect of using SM on:
  12. 12. Social Media Use Had been Hindered by: 0% 10% 20% 30% 40% 50% 60% 70% 80% Facebook N= 57 Twitter N= 48 YouTube N= 30 Blog N=22 LinkedIn N=21
  13. 13. Measure Social Media 0% 20% 40% 60% 80% 100% N= 57 N= 48 N= 30 N=22 N=21 Faceboo kTwitterYouTubeBlogLinkedIn No Yes
  14. 14. Strategy
  15. 15. Strategy Nonprofit’s goals (mission alignment) Tasks to meet goals Social media purpose?
  16. 16. Matching
  17. 17. Matching • Write tools for right purpose – Spread: Twitter – Engagement: Facebook – Inform: YouTube, Blog – Activate: Twitter
  18. 18. ROI • “I” for Investment – Know from the onset – Align with purpose... task... goal... mission • “I” for Impact – Stories/ qualitative measures – Tracking
  19. 19. Social Media Conceptualization Facebook Twitter Dynamism Depth FeedbackMessage
  20. 20. Social Media Audiences • Facebook Almost everyone; a must • Twitter People looking for quick, personal interactions • Pintrest Mainly women sharing what they love • LinkedIn Professionals looking to share skills • Instagram Mobile users sharing and viewing pics
  21. 21. Thank you! Contact info: Gette Dumont g.dumont@unf.edu or getteinjax@gmail.com https://www.facebook.com/GetteinJax (FB) @GetteInJax (Twitter) 904.620.5855 (office)

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