Charting the Industry: Nonprofits Slow to Use Social Media Tools


Within communications outreach, social media is just about everywhere. To find out just where nonprofits stand in social media awareness, adoption, satisfaction and usage trends, software and service company Sage conducted its second annual Nonprofit Insights study in January 2012, garnering more than 613 respondents from the nonprofit space. The results show that social media is transforming how nonprofits communicate and engage with their constituents and supporters. Overwhelmingly, 84% of the participants said their organization is using some form of social media, while 73% of the respondents said social media is “very” or “somewhat important” to their organization’s overall mission and strategy. TOOLS CONFUSING There were, however, some shortcomings in the use of social media by nonprofits: 69% of respondents say their organizations are not blogging and just 35% use a tool or tools to help manage their social media accounts (see the chart).

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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