Use of Social Media in Non-Profit Organizations: Objectives, Key Predominance Indicators and Metrics
Abstract
Although social media is a universal, accessible social networking application, there’s little evidence regarding the role of nonprofit and public health organizations on how to measure successes, challenges and outcomes. Broward Regional Health Planning Council (BRHPC) located in Hollywood, Florida, identified how social media and public health can structure community engagement, education and awareness. BRHPC’s social media journey began with Facebook and Twitter and adopting Instagram and Linkedin during their 2018/2019 fiscal year. BRHPC’s social media key performance indicators (KPI’s) are evaluated monthly to identify a diverse audience and foster a public health presence. BRHPC evaluates its social media channels by analyzing likes/followers who are users that opted into following BRHPC’s social media pages. Additionally, engaged users represent unique visitors that have interacted with the pages by liking, commenting or sharing a post. Finally, reach/impressions are the number of unique users that have viewed BRHPC’s pages. In comparison to the 2017/2018 fiscal year to the 2018/2019 fiscal year, the total number of engagements for Facebook increased from 5,671 to 5,762 and the total number of engagements for Twitter increased from 2,506 to 3,372. In regard to reach, Twitter experienced an increase from 15,134 to 22,541, while Facebook had a decrease from 72,715 to 67,776 due to changes with Facebook’s newsfeed algorithm. By now understanding and measuring the continuous trends occurring with social media, BRHPC can set the framework for nonprofit and public health organizations that are working towards improving their social media presence.
Faculty Sponsors
Dr. Claudia A. Serna
Project Type
Event
Location
Alvin Sherman Library
Start Date
4-6-2021 12:00 PM
End Date
4-9-2021 12:00 PM
Use of Social Media in Non-Profit Organizations: Objectives, Key Predominance Indicators and Metrics
Alvin Sherman Library
Although social media is a universal, accessible social networking application, there’s little evidence regarding the role of nonprofit and public health organizations on how to measure successes, challenges and outcomes. Broward Regional Health Planning Council (BRHPC) located in Hollywood, Florida, identified how social media and public health can structure community engagement, education and awareness. BRHPC’s social media journey began with Facebook and Twitter and adopting Instagram and Linkedin during their 2018/2019 fiscal year. BRHPC’s social media key performance indicators (KPI’s) are evaluated monthly to identify a diverse audience and foster a public health presence. BRHPC evaluates its social media channels by analyzing likes/followers who are users that opted into following BRHPC’s social media pages. Additionally, engaged users represent unique visitors that have interacted with the pages by liking, commenting or sharing a post. Finally, reach/impressions are the number of unique users that have viewed BRHPC’s pages. In comparison to the 2017/2018 fiscal year to the 2018/2019 fiscal year, the total number of engagements for Facebook increased from 5,671 to 5,762 and the total number of engagements for Twitter increased from 2,506 to 3,372. In regard to reach, Twitter experienced an increase from 15,134 to 22,541, while Facebook had a decrease from 72,715 to 67,776 due to changes with Facebook’s newsfeed algorithm. By now understanding and measuring the continuous trends occurring with social media, BRHPC can set the framework for nonprofit and public health organizations that are working towards improving their social media presence.
