Decoding the interaction
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This document summarizes a study on how nonprofits in Jacksonville, FL are using social media. It finds that usage varies by type of nonprofit, with human services most likely to use Facebook for donations and arts/culture less likely to use Twitter for marketing. Nonprofits also differ in how they provide feedback on social media. Most see it as a push medium but few directly use feedback for planning. The study aims to further examine differences between nonprofits in social media use, networks, and benefits over time.
Decoding the interaction
- 1. Georgette Dumont, Ph.D. University of North Florida
- 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. 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. Type No <$100k $100k- $500k - $2m -$10m >$10m Total Interview Budget $500k $2m Arts and Culture 4 3 5 2 8 0 22 2* Education 0 0 0 1 0 0 1 Env. /Animal Welfare 1 2 2 0 5 1 11 2* Health 0 4 2 2 1 4 13 Human Services 1 5 5 4 12 1 28 2 International 0 2 0 0 0 0 2 Societal Benefit 0 1 6 8 2 0 17 2 Religious 1 0 0 0 2 0 3 Membership 3 8 1 1 2 0 15 Unknown 1 0 0 1 0 0 2 Non- (c)(3) 0 1 1 2 0 1 5 2 TOTAL 11 26 22 21 32 7 119 10 Interviewed 2 4 1
- 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. 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. 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 4 Marketing TW 8** 8 7 21 21 7 4 FB 9 4 4 12 10 7 3 Feedback TW 7 4 2 7 6 3 2 FB 7 4 3 15** 3* 1 0 Donations TW 0* 3 2 7 2 1 0 FB 8 3 3 6 7 2 0 Legitimacy TW 2 4 1 6 7 2 1 Transparency/ FB 3 4 4 7 8 2 2 Accountability TW 2 4 0 6 7 1 2 FB 3* 6 3 12 7 6 0 Volunteers TW 1 3 1 9 4 2 0 FB 17 10 11 24 20 13 4 Raise Awareness TW 10* 8 8 22 18 7 4 *p<.05; ** p<.01
- 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. 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. Change in Env. and constituents Arts and Human Societal Member Non- Animal Health attributed 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 0 Volunteer TW 0 3 2 2 2 1 0 FB 5 4 3 9 4 2 0 Donate TW 0 3* 0 3 1 1 0 FB 5 6 1* 8 11 9* 3 Become Member TW 0* 4* 1 4 5 1 1 FB 8** 6** 0 0** 3 3 0 Become a Client TW 5* 4** 1 0* 1 1 0 FB 16 11* 4** 15 16 9 3 Attend events TW 9 6 5 7* 12 3 2 *p<.05; ** p<.01
- 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. 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) 115 BENEFIT TW (N=15) (N=9) (N=8) (N=25) (N=21) (N=7) (N=4) 89 Increased Traffic to FB 13 10 6 15 18 11 3 78 Web site TW 0* 6** 1 7 6 1 2 23 Moved people to FB 13 10* 6 13* 16 11 3 72 action TW 0** 5* 4 6 6 1 2 24 FB 5 5 2 8 7 4 1 32 Increased e-mail list TW 0* 4* 0 4 5 1 2 16 FB 10 10** 4 16 11 8 1 60 Increased donations TW 0 0 2 3 2 1 1 9 FB 18 11 9 21 17 13 4 93 Spread info widely TW 2** 7 4 11 13 3 4* 44* Enhanced existing FB 15 11* 7 22 15 12 4 86 relationships TW 2* 5 3 10 8 2 4** 34 Increased FB 13 7 4 12 10 10 4 60 understanding of constituents TW 2 1 1 4 6 1 3** 18 FB 12 9* 4 12 13 10 4 64 Fostered discussion TW 2 4 0 4 10** 2 3* 25 Built active online FB 12 9 6 15 14 12* 3 71 community TW 2 5 3 7 7 2 4** 30 Enhanced our online FB 17 11 10 17** 21* 13 4 93 presence TW 2** 6 5 10 13 4 4* 44* Increased awareness FB 18 11 10 20 20 13 4 96 of org. TW 0** 7 5 10 14 4 4* 44** *p<.05; ** p<.01
- 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. 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. 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.