The document summarizes research on nonprofits' use of social media and whether it provides a return on investment. It finds that while nonprofits widely use platforms like Facebook, Twitter and YouTube for purposes like marketing, fundraising and engagement, measurement of outcomes is low. Specifically, it finds that Facebook may be viewed as more important because nonprofits measure its impact more, and regression analysis confirmed this relationship. Additionally, the research found that people do engage with nonprofits on social media through activities like donating and volunteering. The author calls for future research on predictors of viewing social media as important and better analyzing measurement practices.

1. Social Media ROI:
Perception or Reality?
Assistant Professor
Georgette E. Dumont, MPA, PhD

2. Agenda
 Background
 Research Questions
 Method
 Findings
 Future Research

3. Background
 Increasing adoption of SM by NPOs
 Research on usage
 Missing
 strategic lens
 internal measures
 end-user usage

4. Research Questions
 Why are nonprofits using social media?
 Are these mediums producing the desired outcomes?
 Are nonprofits measuring their use of social media?
 Are people using social media to engage nonprofits?

5. Method
 2011 Snowball sample TW and FB: 349 unique nonprofits
 2013 Survey repeated: 209 nonprofits NEFL
 2013 Survey completion rate: 29% (60 nonprofits)
 2014 Polling question for NEFL for end-user data

6. Findings - Adoption
Facebook
(N=59)
Twitter
(N=49)
YouTube
(N=32)
Marketing 88% 67% 72%
Feedback 45% 29% 19%
Donations 32% 25% 13%
Legitimacy 28% 29% 31%
Transparency/Acct. 20% 25% 16%
Recruit Volunteers 42% 22% 19%
Raise Awareness 93% 71% 75%
Everyone Else Was 25% 35% 13%
Younger Audience 65% 53% 47%

7. Findings –
FB Adoption and Outcomes

8. Findings –
TW Adoption and Outcomes

9. Findings –
YT Adoption and Outcomes

10. Findings –
Measurement

11. Findings –
End-user Usage

12. Findings –
End-user Usage, cont.

13. Summary
 Data show nonprofits are receiving ROI on SM
investment
 However, measurement is low
 FB could be deemed more important with more benefits
because it’s measured
 confirmed by OLS regression at p < .01
 People are using SM to engage with nonprofits by:
 Donating
 Volunteering

14. Future Research
 Predictors for nonprofits that view SM as important
 Match posts with outcomes
 More analysis on measurements and alignment with
goals

15. Thank you