Press Release for Monday, October 20, 2014
UNF Study Reveals Relationship Between Nonprofits and Social Media
Media Contact: Joanna Norris, Director
Department of Public Relations
There are many how-to books out on how nonprofits should be using social media, as well as webinars and blogs on the topic, but why are nonprofits in Duval County using social media and what are the benefits they are receiving through these online platforms?
Dr. Georgette Dumont, UNF assistant professor of public administration, recently conducted a study of nonprofits in Northeast Florida to determine the different types of social mediums nonprofits in Duval County are using and their connection to the organization’s website, as well as the benefits they have seen from each medium’s use. These results are also compared to a 2011 study completed on the same topic and presents the data on how Florida residents and residents of Duval County are interacting with nonprofits through these mediums.
“Social media is a great tool to help nonprofits and their stakeholders engage with each other,” said Dumont. “This engagement is helping to nurture relationships that will hopefully blossom to transitioning the users of social media to long-term supporters and advocates for the nonprofits.”
Overall, the study found that social media use by nonprofits in Northeast Florida has generally been strategic, and the benefits of this use for most platforms have increased since 2011. Moreover, nonprofits have integrated their use of different online platforms, from the organization’s website to its social media accounts.
“The data shows that nonprofits here in Duval County are steadily increasing their use of social media to stay connected with their stakeholders. Residents in Duval County are more likely than others in Florida to engage with nonprofits through social media,” said Dumont.
Some of the highlights from the study are as follows:
•Sixty-eight percent of respondents noted their website could be easily navigated on mobile devices.
•Ninety-eight percent of respondents have a link to their Facebook page on their website.
•Links to all social media on respondents’ websites increased since 2011.
•Fifty-nine percent of respondents noted their organization’s website was updated in the last year.
•Facebook was identified as somewhat or very important by most respondents, followed by Twitter, YouTube, LinkedIn, and then the nonprofit’s blog.
•There was a 63 percent increase in the number of nonprofits that started using Twitter since 2011.
•Getting people to volunteer and attend events were the two greatest benefits derived from social media use.
•Nonprofits are devoting more paid-employee time to maintaining social media.
•More nonprofits are starting to measure the benefits of social media than in 2011.
•Residents in Duval County engage with nonprofits via social media at higher levels than residents in other areas of Florida, but it’s still a small percentage.
•Facebook was the most used platform respondents engaged in with nonprofits.
•Seventy-seven percent of people who use social media in Duval County to engage with nonprofits are between the ages of 25 and 64 (41 percent are between 25 and 44 years old; 36 percent between the ages of 45 and 64).
•Sixty-eight percent of people in Duval County who use social media to engage with nonprofits have attended an event due to a social media post.
•Sixty-two percent of people in Duval County who use social media to engage with nonprofits have volunteered for a nonprofit due to a social media post.
•Sixty-five percent of people in Duval County who use social media to engage with nonprofits have donated money to a nonprofit due to a social media post.
•Sixty-eight percent of respondents have a mobile website.
•The social media sites most nonprofits utilized are Facebook, Twitter, YouTube, LinkedIn and then the blog, respectively.
•The two greatest benefits nonprofits in Duval County are seeing because of their use of social media are an increase in the number of people advocating events and volunteering for the organization.
To view the full survey results, visit http://getteinjax.com/jax-nonprofits/jax-nonprofit-reports/.
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