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Social Media ROI:
Perception or Reality?
Assistant Professor
Georgette E. Dumont, MPA, PhD
Agenda
 Background
 Research Questions
 Method
 Findings
 Future Research
Background
 Increasing adoption of SM by NPOs
 Research on usage
 Missing
 strategic lens
 internal measures
 end-user usage
Research Questions
 Why are nonprofits using social media?
 Are these mediums producing the desired outcomes?
 Are nonprofits measuring their use of social media?
 Are people using social media to engage nonprofits?
Method
 2011 Snowball sample TW and FB: 349 unique nonprofits
 2013 Survey repeated: 209 nonprofits NEFL
 2013 Survey completion rate: 29% (60 nonprofits)
 2014 Polling question for NEFL for end-user data
Findings - Adoption
Facebook
(N=59)
Twitter
(N=49)
YouTube
(N=32)
Marketing 88% 67% 72%
Feedback 45% 29% 19%
Donations 32% 25% 13%
Legitimacy 28% 29% 31%
Transparency/Acct. 20% 25% 16%
Recruit Volunteers 42% 22% 19%
Raise Awareness 93% 71% 75%
Everyone Else Was 25% 35% 13%
Younger Audience 65% 53% 47%
Findings –
FB Adoption and Outcomes
Findings –
TW Adoption and Outcomes
Findings –
YT Adoption and Outcomes
Findings –
Measurement
Findings –
End-user Usage
Findings –
End-user Usage, cont.
Summary
 Data show nonprofits are receiving ROI on SM
investment
 However, measurement is low
 FB could be deemed more important with more benefits
because it’s measured
 confirmed by OLS regression at p < .01
 People are using SM to engage with nonprofits by:
 Donating
 Volunteering
Future Research
 Predictors for nonprofits that view SM as important
 Match posts with outcomes
 More analysis on measurements and alignment with
goals
Thank you

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Social Media ROI: Perception or Reality?