Findings from the 2010 International Justice Mission Twitter Survey

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
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re
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gr
gr
gr
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Ag
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g
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sa
sa
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sa
sa
sa
ly
ly
ly
Di
Di
Di
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Di
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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
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sa
sa
sa
sa
sa
sa
ly
ly
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ng
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ly
ly
ly
ro
ro
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ng
ng
ng
St
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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
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M
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Ri
Ri
Ri
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Be
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st
st
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o
o
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To
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Ju
Ju
Ju
ld
ld
ld
ou
ou
ou
C
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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
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Ag
g
Ag
g
sa
sa
sa
sa
sa
sa
ly
ly
ly
Di
Di
Di
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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
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re
re
re
re
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gr
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g
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g
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g
sa
sa
sa
sa
sa
sa
ly
ly
ly
Di
Di
Di
Di
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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
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N ut l 4%
ot N
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m H
el el
y, pf
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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
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e
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en
52
es
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ec ok
ia s
lG
iv
in
g
O
pp
20
or
tu
ni
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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