Posted by hlaverty on November 19, 2009
It looks like almost all nonprofits are experimenting with social media now, but only half of them are utilizing social media actively according to the survey I just read by the Weber Shandwick’s Social Impact team conducted with KRC Research. The research was conducted July 29 through August 17, 2009 and released on November 12.
Now, not to get too technical and scientific on you, I will give you a run down on some of the findings:
*Social media is changing the way nonprofits communicate with external audiences with a positive impact.
*Social media is seen as more effective for organizing than traditional media.
*Social media is a priority for the future (85 percent agreeing with this) and worth the investment.
*Social media makes it easier to organize advocates on behalf of their organization, but also for people to organize independently, a double-edged sword in organizing.
Other interesting things to note:
*Organizations operating with a budget of $25 million or more are even more likely to LOVE social media and be good at it.
* Nonprofit executives view social media as effective in raising visibility and building awareness of their organization.
*A lot of organizations have not yet determined the value of social media for their organization or have the necessary staff and expertise to render their social media programs.
But that’s where this survey can play a role in offering insights into how nonprofits and organizations can optimize their social media in the future.
Organizations can start implementing strategic programs that drive digital engagement, invest in social media to achieve fundraising goals,brand building and advocacy and ways to reach other stakeholders.
I can use the recent successful use of social media for the The America’s Giving Challenge, a competition that challenged people to use their personal networks and social media to help win cash for a nonprofit of their choice. Participants competed for daily and overall cash awards based on the number of donations generated for a cause, not dollars raised. It focused on how successful people were at building collective action and inspiring members to donate to a cause.
To see more results of the survey, the scientific stuff that comes with it or to use it as your guide to better your social media click here.
This entry was posted on November 19, 2009 at 9:57 am and is filed under Highlights, Media, Research, Social Media For Service, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.