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Nonprofits and
Social Media:Applying SROI to New Technologies
Georgette Dumont, Ph.D.
NPOs and SROI• SROI’s main goal is to measure value creation,
which is processed simultaneously in three ways along a continuum, ranging from purely economic, to socio-economic, to social
• Attempts to combine economic and social measures
• Way to quantify NPO effectivenesso Fundingo Legitimacyo Policy player
Research Questions
• Question 1: Do nonprofit leaders see a relationship between social media and SROI?
• Question 2: What is the role of social media in obtaining outcome measures?
Data Collection• Snowball Sampling of Twitter and Facebook• Sample
o 464 accounts, 348 nonprofitso E-Survey – sent to 258 nonprofits
• 22 no email• 48 no phone• 20 bounced• Responses: 111 (43%)
o Interviews (N=10) --- sample for this study
The Sample…
Time on FB
Time on TW
Use StrategyTW/FB linked
Comm Flow Effect
A&C 1 >2yrs 1-2yrs inform Attract business no2-way
asymmetrical
Cost effective marketing; immediate
A&C 2 1-2yrs 6mo-1yr engage
Attract business; reach youth demographic; build community
no2-way
symmetrical
Cost effective marketing; ; immediate; customer service
HS 1 1-2yrs 6mo-1yr informAttract business; reach youth demographic
no2-way
asymmetrical
Cost effective marketing; ; immediate; donations
HS 2 >2yrs >2yrs engage
Attract business; monitor environment; build community
no2-way
symmetrical
Cost effective marketing; ; immediate; advocacy; broadened governance
SB 1 1-2yrs 6mo-1yr informAttract business; reach youth demographic
yes2-way
symmetrical
Cost effective marketing; immediate
Time on FB
Time on TW
Use StrategyTW/FB linked
Comm Flow Effect
SB 2 1-2yrs 1-2yrs engageAttract business; reach youth demographic
yes2-way
symmetrical
Cost effective marketing; branding; ; immediate
E/A 1 >2yrs 1-2yrs informAttract business/ donations
yes1-way
symmetrical
Cost effective marketing;; immediate
E/A 2 >2yrs 1-2yrs informAttract business; reach youth demographic
no2-way
asymmetrical
Cost effective marketing; immediate
Non 501 (c)(3)1
>2yrs >2yrs informAttract business; draw people to area
no2-way
symmetrical
Cost effective marketing; immediate
Non 501(c) (3)2
>2yrs 1-2yrs inform
Attract business; reach youth demographic; build community
no2-way
symmetrical
Cost effective marketing; immediate; intimate; Advocacy; branding
Do nonprofit leaders see a relationship
between social media and SROI?
What is the role of social media in
obtaining outcome measures?
Tell story; still nothing
What is the purpose of social media for your
organization?
How do you use the feedback?
Social Media Conceptualization
Face
book
Tw
itter
Blog Email
-+
+-
Dynamism
Depth
FeedbackMessage
Conclusion• SROI terminology not widely understood• Social media still viewed mainly as push medium• Social media is rarely thought of as a metric tool
for outcomes• Nonprofits closer to “joined up” usage have a
fuller conceptualize of the “cross-fertilization of Internet technologies
• SROI is a theory far ahead of practice