This document summarizes research on how nonprofits use social media and whether there is a strategic linkage. It presents findings from a survey of 464 nonprofit social media accounts and 8 interviews. Key findings include that most nonprofits use social media primarily for push marketing but are still learning its effectiveness. While most aim for two-way communication, information flow is still largely asymmetrical. Nonprofits define and approach social media strategy differently despite all claiming strategic use. The conclusion is that strategic social media use by nonprofits remains an evolving area.

1. Nonprofits and Social Media: Is there
a strategic linkage?
Georgette Dumont, Ph.D.
University of North Florida

2. Research Questions
 How do nonprofit leaders view social
media?
◦ Usage
◦ Benefits
◦ Strategy

3. Data Collection
 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. Time on Time on TW/FB
Budget Use Strategy Comm Flow Effect
FB TW linked
Cost effective
Attract 2-way
$1-$2m >2yrs 1-2yrs inform no marketing;
business asymmetrical
immediate
Cost effective
Attract
marketing; ;
business; 2-way
$2-$5m 1-2yrs 6mo-1yr engage no immediate;
reach youth symmetrical
customer
demographic
service
Attract Cost effective
business; 2-way marketing; ;
$2-$5m 1-2yrs 6mo-1yr inform no
reach youth asymmetrical immediate;
demographic donations
Cost effective
Attract marketing; ;
business; 2-way immediate;
$5-$10m >2yrs >2yrs engage no
monitor symmetrical advocacy;
environment broadened
governance
Attract
Cost effective
$500K- business; 2-way
1-2yrs 6mo-1yr inform yes marketing;
$1m reach youth symmetrical
immediate
demographic

5. Time on Time on TW/FB
Budget Use Strategy Comm Flow Effect
FB TW linked
Attract Cost effective
$500K- business; reach 2-way marketing;
1-2yrs 1-2yrs engage yes
$1m youth symmetrical branding; ;
demographic immediate
Attract Cost effective
1-way
$2-$5m >2yrs 1-2yrs inform business/ yes marketing;;
symmetrical
donations immediate
Attract
Cost effective
business; reach 2-way
$10-$20m >2yrs 1-2yrs inform no marketing;
youth asymmetrical
immediate
demographic
Attract Cost effective
$500K- 2-way
>2yrs >2yrs inform business; draw no marketing;
$1m symmetrical
people to area immediate
Attract Cost effective
business; reach marketing;
$500K- youth 2-way immediate;
>2yrs 1-2yrs inform no
$1m demographic; symmetrical intimate;
build Advocacy;
community branding

6. Conclusion
 All orgs are still learning what works
 Predominately push marketing
medium
 Not knowing impact makes targeted
strategic use difficult
 Two-way information flow still in
infancy
 All use it “strategically”, but define it
differently