Carolinas non-profits report high social media use

In April, the Charlotte-based Duke Endowment surveyed 1,100 people on their use of social media. The results, released this week, show an amazing high usage of social media.

More than 82 percent of respondents — almost exclusively Duke Endowment grant recipients and other leaders from non-profit organizations in the Carolinas — reported using social media. Of those using social media, 70 percent reported feeling comfortable or very comfortable with Facebook, compared to only 24 percent with Twitter. Twenty-six percent reported not being comfortable with LinkedIn.

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The Duke Endowment also predicts social media will grow. Seventeen percent report not using social media, but 60 percent of the same respondents anticipate utilizing new media tools in the future.

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Of those using social media, most use it to collaborate, network with peers and advance their agenda.

Duke outlines some points:

  • Almost 90% have used social media to advance the mission of their organization or program.
  • 86% have used social media to collaborate with peers and associates.
  • 22% regularly or frequently use social media to support their professional development efforts.
  • 58% “inform their decisions and actions” with social media.

Finally, the results show that the majority of respondents (60 percent) report being “listeners” in social media networks as opposed to active or vocal use. A majority (70 percent) of respondents have not used geography/place-based applications like Foursquare or Yelp.

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Posted by Matt Comer

Matt Comer previously served as editor from October 2007 through August 2015 and as a staff writer afterward in 2016.