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Decoding the interaction

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Presentation slides from ARNOVA's 2011 annual conference in Toronto, Canada.

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Decoding the interaction

  1. 1. Georgette Dumont, Ph.D.University of North Florida
  2. 2.  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?
  3. 3.  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)
  4. 4. Type No <$100k $100k- $500k - $2m -$10m >$10m Total Interview Budget $500k $2mArts andCulture 4 3 5 2 8 0 22 2*Education 0 0 0 1 0 0 1Env. /AnimalWelfare 1 2 2 0 5 1 11 2*Health 0 4 2 2 1 4 13HumanServices 1 5 5 4 12 1 28 2International 0 2 0 0 0 0 2SocietalBenefit 0 1 6 8 2 0 17 2Religious 1 0 0 0 2 0 3Membership 3 8 1 1 2 0 15Unknown 1 0 0 1 0 0 2Non- (c)(3) 0 1 1 2 0 1 5 2 TOTAL 11 26 22 21 32 7 119 10 Interviewed 2 4 1
  5. 5.  Q1: Usage ◦ Surveys (N=111) ◦ One month of coded tweets and posts (N=5) ◦ Correlations; Anova Q2: Networks ◦ Snowball sample (N=464)  Correlations Q3: Feedback ◦ Interviews (N=8)
  6. 6.  Initial reason for SM adoption ◦ Health less likely to start using FB for marketing & donations ◦ A&C less like to use TW for marketing ◦ HS more like to start using FB for donations
  7. 7. Reason why Arts and Env. Or Health Human Societal Member Non-nonprofit started Culture Animal Services Benefit Benefit 501(c)(3)using SM Welfare FB (N=20) (N=10) (N=13) (N=27) (N=22) (N=13) (N=4)REASON TW (N=15) (N=9) (N=8) (N=25) (N=21) (N=7) (N=4) FB 19 10 9** 26 21 12 4Marketing TW 8** 8 7 21 21 7 4 FB 9 4 4 12 10 7 3Feedback TW 7 4 2 7 6 3 2 FB 7 4 3 15** 3* 1 0Donations TW 0* 3 2 7 2 1 0 FB 8 3 3 6 7 2 0Legitimacy TW 2 4 1 6 7 2 1Transparency/ FB 3 4 4 7 8 2 2Accountability TW 2 4 0 6 7 1 2 FB 3* 6 3 12 7 6 0Volunteers TW 1 3 1 9 4 2 0 FB 17 10 11 24 20 13 4Raise Awareness TW 10* 8 8 22 18 7 4*p<.05; ** p<.01
  8. 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
  9. 9.  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
  10. 10. Change in Env. andconstituents Arts and Human Societal Member Non- Animal Healthattributed to SM Culture Services Benefit Benefit 501(c)(3) Welfare FB (N=21) (N=11) (N=13) (N=28) (N=22) (N=14) (N=5)CHANGE TW (N=15) (N=9) (N=10) (N=25) (N=21) (N=7) (N=4) FB 4 6 5 15* 7 4 0Volunteer TW 0 3 2 2 2 1 0 FB 5 4 3 9 4 2 0Donate TW 0 3* 0 3 1 1 0 FB 5 6 1* 8 11 9* 3Become Member TW 0* 4* 1 4 5 1 1 FB 8** 6** 0 0** 3 3 0Become a Client TW 5* 4** 1 0* 1 1 0 FB 16 11* 4** 15 16 9 3Attend events TW 9 6 5 7* 12 3 2*p<.05; ** p<.01
  11. 11.  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
  12. 12. Benefits derived from Arts and Env. or Health Human Societal Member Non-social media use Culture Animal Service Benefit Benefit 501(c)(3) Total Welfare FB (N=22) (N=11) (N=13) (N=28) (N=22) (N=14) (N=5) 115BENEFIT TW (N=15) (N=9) (N=8) (N=25) (N=21) (N=7) (N=4) 89Increased Traffic to FB 13 10 6 15 18 11 3 78Web site TW 0* 6** 1 7 6 1 2 23Moved people to FB 13 10* 6 13* 16 11 3 72action TW 0** 5* 4 6 6 1 2 24 FB 5 5 2 8 7 4 1 32Increased e-mail list TW 0* 4* 0 4 5 1 2 16 FB 10 10** 4 16 11 8 1 60Increased donations TW 0 0 2 3 2 1 1 9 FB 18 11 9 21 17 13 4 93Spread info widely TW 2** 7 4 11 13 3 4* 44*Enhanced existing FB 15 11* 7 22 15 12 4 86relationships TW 2* 5 3 10 8 2 4** 34Increased FB 13 7 4 12 10 10 4 60understanding ofconstituents TW 2 1 1 4 6 1 3** 18 FB 12 9* 4 12 13 10 4 64Fostered discussion TW 2 4 0 4 10** 2 3* 25Built active online FB 12 9 6 15 14 12* 3 71community TW 2 5 3 7 7 2 4** 30Enhanced our online FB 17 11 10 17** 21* 13 4 93presence TW 2** 6 5 10 13 4 4* 44*Increased awareness FB 18 11 10 20 20 13 4 96of org. TW 0** 7 5 10 14 4 4* 44***p<.05; ** p<.01
  13. 13.  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
  14. 14.  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
  15. 15.  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.

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