Georgette Dumont, Ph.D.University of North Florida
Q1: How are nonprofits in Jacksonville FL using social media? Q2: Is social media being used to network with other local nonprofits? Q3: What are these organizations doing with the feedback provided through these channels?
Snowball Sampling of Twitter and Facebook Sample ◦ 464 accounts, 348 nonprofits ◦ E-Survey – sent to 278 nonprofits 22 no email 48 no phone 20 bounced Responses: 111 (43%) ◦ Interviews (N=8)
Purpose/type of tweet and posts differed significantly between nonprofits in different service areas. ◦ Call for action, general Information, org’s event, other org’s event, org’s program, other org’s program, reciprocity ◦ A&C posted fewer general info posts than non-(c)(3)s, SB, and HS ◦ SB and HS posted more general info than E/A ◦ No different in tweeting about other org’s events ◦ A&C tweet more about their programs than SB and E/A ◦ HS more likely to use reciprocal tweets than E/A
Impact of social media on constituents ◦ Human service nonprofits influence volunteering through FB ◦ Environment/Animal Welfare note TW gets more people to donate, but do say TW and FB gets people to become clients ◦ Arts & Culture note TW does not get people to become members, but both FB and TW gets people to become clients
Benefits derived from SM differs by service area and medium. ◦ Environment and Animal Welfare’s use of TW attracts people to Web sites, while Arts and Culture’s use of TW Does not ◦ Environment and Animal Welfare’s use of FB increases donations and their use of FB and TW moves people to action
Total number of following/org likes Total number of followers/ likes No significant findings, other than non- 501(c)(3) have more followers and likes
All feedback answered. Negative posts not removed (although one would like to). All interviewees see it as a great push medium. Only two use feedback for planning for programs/services. ◦ One includes it to bring more people to table for governing. ◦ One sees building an online community to reflect offline community
Preliminary findings demonstrate diverse relationships between nonprofits and social media, by service area and type. Future studies will delve into these differences. Longitudinal study to measure change.