7 thoughts on “Planning for Social – A Small Not For Profit Takes the Next Step with a Social Media Assessment Survey”

  1. Good survey. Interesting results. Less than half responded. Yet every parent must respond multiple times over the year. They pay tuition. They must have interactions with the school and faculty. With that slightly less than 1/2 responded to the email. With all that, slightly more than half didn’t think it was important to respond. ah…well.

    Some results surprised me. Interest in FB was slightly higher than email. Communications methods keep changing. When will interest in using FB wane and something new arise?

    If that same school was in a very urban area, I wonder if the usage statistics would have been dramatically different?

  2. I think it’s impressive that parents are already offering to help with a social media presence! It shows that it’s something they really want.

  3. Mike,
    What a super post. Reminiscent of the vacuum cleaner business article you did a year or two back in that is really lays out what was done and how. This is worth reading and re-reading.

  4. @Earlpearl
    To me, the response rate was very high. Some % didn’t see it, some were out of town, some were otherwise occupied. The fact that the so many responded was impressive to me. The volume of responses was also adequate in terms of validating the statistical value of the of the answers. For example it is very likely that amongst all hundred and some parents, very few ever use Twitter.

    RE Facebook v Email
    While the usage of Facebook might be slightly higher, I would presume, given the very short half life of a facebook post, that it practical usage important information sent by email is more likely to be seen within the week.

    RE Rural vs. Urban
    Great question. I don’t really know. I am sure that the PLC could analyze this information on the residency of the parents. Quite of a few of the families live in Buffalo or the nearby Buffalo suburbs and commute, out of their way, to get their child to this school. I am not sure you should generalize these results although I think youprobably can.

  5. @Anna

    Yes, it is impressive. Obviously, despite the rural nature of the school and the high percentage of lower income families, the parent are very engaged.

  6. @Miriam

    Thanks. I thought the survey was incredibly well done. Both the survey iteslf and the results should be used both others as a guide for small nfp getting involved in social. I think the clarity with which they approached the issue is refreshing. They also recognized that just because email is “old” doesn’t mean it doesn’t have a critical role to play in their communication process. And most importantly, they viewed it ALL as forms of communication.

  7. Gerry Guild here. I am responsible for the work Mike is referencing. Appreciation for one’s work does indeed feel good. Mike appropriately spread the credit about, but he humbly under credited himself.

    I felt good about the return rate. We historically have had difficulty getting parents to return paper work and this is not unique to our population. Admittedly the data, as with all survey data, is skewed by the characteristics associated with those who saw fit to devote their precious time to such a task. All in all, the returns constitute a sufficient proportion on which one can make reasonable assumptions.

    I cannot analyze the data by geographies, as the questionnaires were confidential by default. Urban residents, in our catchment area, constitute outliers. We largely serve rural and suburban settings – and generally the families we serve are on the lower end of the income spectrum – although this is certainly not universally true.

    Frankly I was surprised by the high use of facebook among our consumers – but I am surrounded by colleagues who are not very tech savvy. I believe that if we had our staff complete this questionnaire, we would have very different results. It is important to note that our staff is not representative of the population at large – it is skewed to the more mature end of the spectrum. This reality poses a challenge for me, as it is a barrier to implementation of the recommendations generated.

    Thanks to Mike for sharing this data. I hope it proves helpful to you all.

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