July 29, 2010 at 1:17 pm #106838
Suspect that this probably has more than a passing relevance to this community
from the OMB watch blog
According to a study conducted by the University of Massachusetts Dartmouth Center for Marketing Research, the nation’s largest nonprofit organizations are using social media more than any other sector. Ninety-three percent of the top US charities now have a Facebook profile, 87% have a Twitter presence, and 65% have a blog. These were among the top findings of the latest study led by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research Chair of the Society for New Communications Research and Chancellor Professor of Marketing at the University of Massachusetts Dartmouth and Eric Mattson, CEO of Financial Insite Inc., a Seattle-based research firm.
The new report is the outcome of a study of the nation’s 200 largest charities in the United States based on a list compiled annually by Forbes magazine. The study examined these institutions to quantify their adoption of social media tools and technologies. This is the third year that Barnes and Mattson have tracked social media adoption by the nonprofit sector, and theirs is the only statistically sound valid longitudinal study of its kind.
In 2007, the first study of this group’s use of social media was released. It revealed that these large nonprofits were leading large and small businesses as well as universities in their familiarity with, usage of, monitoring and attitude toward social media. One year later, in 2008, the second study showed that they led in knowledge, adoption and positive attitude about the importance of social media. This new research shows that these charitable organizations are still outpacing the business world and academia in their use of social media. The latest study (conducted with the 2009 Forbes list) reveals that 97% of charitable organizations are using some form of social media, including blogs, podcasts, message boards, social networking, video blogging, wikis and Twitter.
Another important key finding suggests that;
“The nonprofit sector is connected and prepared to use social media to react quickly, as evidenced by responses to recent disasters. They have truly embraced social media tools in a way no other sector has. It will be exciting to see where the most innovative among them lead us to next,” added Mattson.
A full copy of the new research report can be downloaded at: http://www.umassd.edu/cmr/studiesresearch/. Additionally, Barnes and Mattson will publish a paper based on the findings in an upcoming issue of the Society for New Communications Research’s Journal of New Communications Research and will present the findings at the Society for New Communications Research’s Annual Research Symposium, which will be held November 4-5 at Stanford University.
July 29, 2010 at 1:18 pm #106840
Press Release from UMass
US Charities’ Adoption of Social Media Outpaces All Other Sectors for the Third Year in a Row
The University of Massachusetts Dartmouth Center for Marketing Research recently completed its third statistically significant study on the usage of social media by United States charities.
In 2007, the first study of this group’s use of social media was released. It revealed that these large non-profits were leading large and small businesses as well as universities (see our previous research) in their familiarity with, usage of, monitoring of and attitude towards social media. One year later, in 2008, the second study showed that lead in knowledge, adoption and positive attitude was still there.
This new research shows that charitable organizations are still outpacing the business world and academia in their use of social media. The latest study (2009) revealed that a remarkable ninety-seven percent of charitable organizations are using some form of social media including blogs, podcasts, message boards, social networking, video blogging, wikis and Twitter.
The analysis is based on detailed interviews with executives of the 76 charities that responded. Those that participated are diverse in mission, average gifts, and total revenue. They include some of the best-known charities in the country such as the Salvation Army, American Heart Association, Catholic Relief Services, Dana-Farber Cancer Institute and American Lung Association. On the last Forbes list, the number 1 charity listed, Lutheran Services in America is included in the study. The participating non-profits are geographically diverse with headquarters in most major US cities including New York, Washington DC, Chicago, Boston, Atlanta and San Francisco.
You must be logged in to reply to this topic.