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Dumont ASPA 2012
1. Nonprofits
and
Social Media:
Applying SROI to
New Technologies
Georgette Dumont, Ph.D.
2. NPOs and SROI
• SROI’s main goal is to measure value creation,
which is processed simultaneously in three ways
along a continuum, ranging from purely economic,
to socio-economic, to social
• Attempts to combine economic and social
measures
• Way to quantify NPO effectiveness
o Funding
o Legitimacy
o Policy player
3. Research Questions
• Question 1: Do nonprofit leaders see a relationship
between social media and SROI?
• Question 2: What is the role of social media in
obtaining outcome measures?
4. Data Collection
• Snowball Sampling of Twitter and Facebook
• Sample
o 464 accounts, 348 nonprofits
o E-Survey – sent to 258 nonprofits
• 22 no email
• 48 no phone
• 20 bounced
• Responses: 111 (43%)
o Interviews (N=10) --- sample for this study
10. What is the role of social
media in obtaining
outcome measures?
Tell story; still nothing
11. What is the purpose of
social media for your
organization?
How do you use the
feedback?
12.
13. Social Media
Conceptualization
Dynamism
Facebook
Twitter
Depth
Message Feedback
14. Conclusion
• SROI terminology not widely understood
• Social media still viewed mainly as push medium
• Social media is rarely thought of as a metric tool for
outcomes
• Nonprofits closer to “joined up” usage have a fuller
conceptualize of the “cross-fertilization of Internet
technologies
• SROI is a theory far ahead of practice