social media roi: perception or reality
TRANSCRIPT
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Social Media ROI:
Perception or Reality?
Assistant Professor
Georgette E. Dumont, MPA, PhD
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Agenda
Background
Research Questions
Method
Findings
Future Research
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Background
Increasing adoption of SM by NPOs
Research on usage
Missing
strategic lens
internal measures
end-user usage
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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?
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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
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Findings - Adoption
(N=59)
(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%
RecruitVolunteers 42% 22% 19%
RaiseAwareness 93% 71% 75%
EveryoneElseWas 25% 35% 13%
YoungerAudience 65% 53% 47%
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Findings –
FB Adoption and Outcomes
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Findings –
TW Adoption and Outcomes
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Findings –
YT Adoption and Outcomes
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Findings –
Measurement
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Findings –
End-user Usage
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Findings –
End-user Usage, cont.
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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
Becoming a client
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Future Research
Predictors for nonprofits that view SM as important
Match posts with outcomes
More analysis on measurements and alignment with
goals
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Thank you