Social Media for Non Profits

Dr. Cliff Lampe (@clifflampe) Snapchat: @[email protected]

Cliff Cliff LampeLampe

Professor UM Professor UM School of School of InformationInformation

PhD in Information PhD in Information

Social media Social media researchresearch

What is social What is social media?media?

Common Common characteristicscharacteristics

User generated content

Direct user-to-user interaction

Bundles of applications

User Generated ContentUser Generated Content

Social media sites Social media sites are dependent on are dependent on useruser’’s for contents for content

Sites are usually Sites are usually free, but so is the free, but so is the user workuser work

Content can take Content can take many formsmany forms

Direct user-to-user Direct user-to-user interactioninteraction

Not mass mediaNot mass media

Not interpersonal Not interpersonal communicationcommunication

Bundles of applicationsBundles of applications

““Affordances”Affordances”

Sociotechnical Sociotechnical systemssystems

““Affordances”Affordances”

SoftwareSoftware HardwareHardware

Software and hardware features Software and hardware features that allow a user to accomplish that allow a user to accomplish an actionan action

Hardware Hardware affordancesaffordances

UbiquityUbiquityBundle devicesBundle devicesComparatively Comparatively cheapcheap

Software AffordancesSoftware Affordances

ArchiveArchiveReferenceReferenceBroadcastBroadcast FilterFilterRateRate AggregateAggregate

Archive of Archive of postsposts

Ability to refer Ability to refer to another to another

useruser

CommentingCommentingAble to post Able to post photosphotos

Different bundles Different bundles of “affordances” of “affordances” create different create different genres of social genres of social mediamedia..

The social media The social media environment has environment has evolved quickly, evolved quickly, though is stabilizing a though is stabilizing a bit.bit.

Most popular social Most popular social media sitesmedia sites

Trends in SNS useTrends in SNS use

Pew Internet studiesPew Internet studies

Consistent research Consistent research findings on social media.findings on social media.

Use is heterogeneous. Use is heterogeneous. Lurking vs. engaging. Motivations. Lurking vs. engaging. Motivations.

Tools Tools and systems. “90/10” and systems. “90/10” participation participation curvecurve

Outcomes are based on Outcomes are based on how one uses social how one uses social media.media.Loneliness and depression are Loneliness and depression are

more associated with lurking. more associated with lurking. Active uses feel more Active uses feel more connected to friends. Social connected to friends. Social Capital.Capital.

Social media is about Social media is about production.production.

Major issues include self-Major issues include self-presentation, audience, and presentation, audience, and attention.attention.

Social media is about Social media is about AttentionAttention..

Social media and Social media and nonprofitsnonprofits

Social Media used for…Social Media used for…• InformationInformation

• Inform stakeholders, promote mission, share Inform stakeholders, promote mission, share newsnews

• Community buildingCommunity building

• Create identity, nurture partners, grow Create identity, nurture partners, grow networksnetworks

• ActionAction

• Raise money, mobilize actions, get people to Raise money, mobilize actions, get people to show upshow up

How do you measure How do you measure success of social media success of social media activities to achieve activities to achieve these outcomes?these outcomes?

Summary pointsSummary points• Social media use continues to grow. It remains Social media use continues to grow. It remains

dynamic, but not as volatile as several years dynamic, but not as volatile as several years ago.ago.

• Teens are heavy users of social media. While Teens are heavy users of social media. While they have not left Facebook, they are expanding they have not left Facebook, they are expanding their use over multiple other sites. their use over multiple other sites.

• How and why people use social media is VERY How and why people use social media is VERY heterogeneous. These affect outcomes.heterogeneous. These affect outcomes.

• Sites have very different features that interact Sites have very different features that interact and support different types of social interaction.and support different types of social interaction.

Thanks!Thanks!Cliff Lampe

[email protected]

Twitter: @clifflampe

SlideShare: clifflampe