duval county nonprofits and social media
DESCRIPTION
This is a presentation highlighting the key findings from the report "Understanding the Relationship Between Nonprofits and Social Media in Duval County, FL" completed in the Fall of 2011, presented at the Florida Political Science Association in Tampa, FL on March 14, 2012.TRANSCRIPT
![Page 1: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/1.jpg)
Duval CountyNonprofits and
Social Media
Georgette Dumont, Ph.D.University of North Florida
3.14.2012Presented at FPSA’s Annual Conference, Tampa, FL © GetteinJax, 2012
![Page 2: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/2.jpg)
Report Purpose
To understand how nonprofits in Duval County, FL are utilizing Internet technologies.
Mediums used
Benefits Derived
Measurement
3.14.2012
![Page 3: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/3.jpg)
Data collection
Snowball Sampling
Twitter and Facebook 2 months of posts & tweets Total number of tweets Retweets, direct tweets Friends & Likes Networks
Archival data: org type, 990
Web site analysis
Interviews
3.14.2012
![Page 4: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/4.jpg)
Sample
464 accounts, 348 nonprofits (most formal, some informal) 129 Twitter accounts 335 Facebook accounts 78 nonprofits use both
E-survey – sent to 258 nonprofits 22 no email 48 no phone number 20 bounced
Responses: 111 (43%)
3.14.2012
![Page 5: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/5.jpg)
9/24/2011
Descriptives
![Page 6: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/6.jpg)
Size & Type
9/24/2011
![Page 7: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/7.jpg)
SM Maintenance
9/24/2011
![Page 8: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/8.jpg)
9/24/2011
Mediums
![Page 9: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/9.jpg)
Social Media Adoption
9/24/2011
Facebook Twitter Blog YouTube LinkedIn0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100%
78%
35%39%
27%
0%
22%
65%61%
73%
YesNo
![Page 10: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/10.jpg)
Initial Purpose of Mediums
9/24/2011
![Page 11: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/11.jpg)
Importance of SM to Organization
3.14.2012
Very Unimpor-tant
Somewhat unimportant
Neither Somewhat important
Very important0%
5%
10%
15%
20%
25%
30%
Facebook (111)Twitter (81)
![Page 12: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/12.jpg)
9/24/2011
Benefits
![Page 13: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/13.jpg)
Impact of SM on Constituents
3.14.2012
New V
olun
teer
s
New D
onor
s
New M
embe
rs
New C
lient
s
Even
t Atte
ndee
s
Other
0%
10%
20%
30%
40%
50%
60%
70%
Facebook (102) Twitter (76)
![Page 14: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/14.jpg)
Impact of SM on Organization
3.14.2012
Incr
ease
traffi
c to
WS
Moved
peo
ple
to a
ctio
n
Emai
l list
Donat
ions
Info
rm con
stitu
ents
Spre
ad In
fo
Enha
ncin
g Rel
atio
nshi
ps
Under
stan
d Con
stitu
ents
Find
New p
artn
ers
Fost
ered
disc
ussion
Built
activ
e on
line
com
mun
ity
Enha
nce
onlin
e pr
esen
ce
Incr
ease
org
awar
enes
s0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
72%68%
58%
26%
92% 93%
85%
55%
44%
58%
67%
90%94%
30% 31%
18%12%
54% 55%
43%
23%
30% 28%
38%
55% 55%
Facebook (N=105)
Twitter (N=80)
![Page 15: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/15.jpg)
9/24/2011
Measurement
![Page 16: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/16.jpg)
9/24/2011
yes no0%
10%
20%
30%
40%
50%
60%
70%
80%
48%52%
20%
80%
Facebook (104)Twitter (78)
Do you measure the results from SM?
Googl
e Ale
rts
Gostin
g so
ftwar
e
Anecd
otal
# com
men
ts
# follo
wers/l
ikes
Other
0%10%20%30%40%50%60%70%80%90%
46% 42%
30%
70%80%
18%
42%
26%16%
37%
84%
26%FacebookTwitter
How do you measure the results from SM?
![Page 17: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/17.jpg)
Key Findings
Facebook and Twitter are most utilized mediums, followed by YouTube, blogs, and LinkedIn
Facebook viewed as more important for organization
SM main purpose: marketing & raising awareness
Used predominately as push medium; provide info
Less than half of respondents measure SM
Things of note… SM is social by nature;
however use it as push medium/brouchureware
Friends/followers main measure of SM, effectiveness
Interviews are noting similar perception of social media by those who are noted as high utilizers
9/24/2011
![Page 18: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/18.jpg)
Social Media Conceptualization
Face
book
Twitte
r
Blog Email
-+
+-
Dynamism
Depth
FeedbackMessage
![Page 19: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/19.jpg)
Future Research
Deeper analysis of survey data combined with 990 date, interview data, and VA Index.
Content analysis of tweets and posts
Model building
3.14.2012
![Page 20: Duval County Nonprofits and Social Media](https://reader035.vdocuments.site/reader035/viewer/2022081602/5561e22cd8b42af10c8b495c/html5/thumbnails/20.jpg)
Thank you!
3.14.2012© GetteinJax, 2012