Social Hourwith Heather Burchfield

@hburchfieldhdburchf@gmail.com

Overview

• Social Networking Sites and Tools

• Data

• Case Studies

Web 1.0 vs

Web 2.0

Social Networking Sites

• Facebook

• Twitter

• LinkedIn

• Flickr

• YouTube

• My Space

• Ning

• Four Square

• Plaxo

Social Networking Site Tools

• Digg

• Tweet O’Clock

• Friend or Follow

• Twitterfeed

• HootSuite

• Tweet Reach

• Incoming!

• Ping.fm

• ShareThis

• SociafyQ

• delicious

• SlideShare

Reaching Your Target Audience

• Form a Social Media Strategy and Policy

• External & Internal

• SNS should be used differently

• Create a Participatory Culture & Keep them Engaged

Target Audience (cont.)

• Transparency

• Replicate Reality

• SNS complement traditional communication not replace

There should not be any animosity

among these two forms of

communication. They complement one another and

have the potential to reach a different

audience.

Did You Know?

• 49% of Internet users have used online classified ads or sites like Craigslist, compared with 22% of online users in 2005. (Pew Internet and American Life Project)

• 25 to 44 year-olds are significantly more likely than any other age group—including 18-24 year olds – to use classified ads. (Pew Internet and American Life Project)

Source: Pew Internet and American Life Project

Case Study

• A Comparative Study of Companies and Nonprofit Organizations

A Comparative Study of Companies and

Nonprofit Organizations•Participant ObservationChild Abuse Prevention Nonprofit (Before focus group) ThisLocal (Before in-depth Interview)

•Focus Groups/ InterviewChild Abuse Prevention Nonprofit (Focus Group)Junior League of Nashville (Focus Group)Four Small Business Leaders in Various Industries (Focus Group)ThisLocal (In-depth Interview)

•SurveyJunior League of Nashville (Before focus group)

•T-tests on Web site traffic dataJunior League of Nashville (After survey and focus group)ThisLocal (After participant observation and interview)

•Triangulating Methods

T-tests: Junior League & ThisLocal

• Web site traffic data was collected six months before (Dec. 08-May 09) social media were implemented and six months after (June 09-Nov. 09) social media were in effect.

• T-tests were conducted to see if social media played a role in increasing Web site traffic once these networks were implemented.

• ¨Total page loads, total number of first time visitors, total number of returning visitors, total visits from referral traffic, new visits from referral traffic, and returning visits from referral traffic were tested.

Findings: Junior League Survey Data

• Cross tabulation

• The first test did not identify evidence of a relationship between having a Facebook profile and awareness of the organization’s Facebook Group (x2=1.16, df=1, p>.05). The members do not have to have a personal Facebook profile in order to be aware of their organization’s Facebook Group.

Findings: Junior League Survey Data (cont.)

• Pearson’s Correlation

• Individuals who found the Facebook Group more personally useful also tended to think that it was relatively more useful to other members of the organization (r=434, p<.05). If a member feels the Facebook Group is useful for them, they are going to think the group is useful to other members.

• Individuals who heard other members mention the Facebook Group more often also tended to find it relatively more personally useful (r=.578, p<.05). The women who did not find the Facebook Group useful did not hear the group mentioned frequently.

• The last correlation showed a significant relationship between how often members heard other members mention the Facebook Group and how useful the women thought other members found the Facebook Group (r=.390, p<.05). Since this relationship is positive, the members who heard others mention the Facebook Group more frequently also felt that those members found the Facebook Group more useful, but the members who did not hear the Facebook Group mentioned as regularly surmised that the group was not as useful to others.

Findings: Junior League Survey Data (cont.)

• T-tests

• There showed to be a significance among those who were aware of the Facebook Group and the frequency in which members heard others mention the Facebook Group (t=-9.013, df=43.49, p<.05).

• There showed to be significance among those who were a part of the Facebook Group and how often someone heard other members mention the volunteer organization’s Facebook Group (t=-3.45, df=66.68, p<.05).

• There was no perceived significance among those who were members of the Facebook Group and how useful the organization’s members thought the Facebook Group was to others (t=.150, df=61.27, p>.05).

Findings: NurseGroups.com website

traffic (Part of ThisLocal)

Findings: Junior League website traffic

Findings: ThisLocal and Junior League Website

Traffic Compared

5 Tips to Take Home

• SNS are here to stay

• engage

• Communication Collaboration

• Data Tracking

• LinkedIn is not the place to flirt

Social Hourwith Heather Burchfield

@hburchfieldhdburchf@gmail.com