Content+Analysis+(Greenberg)

-Awaiting feedback from Pr Greenberg - Discuss and select sample population

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The group will follow the initial textual analysis with a content analysis which will tie the theory to more directly useful quantifiable data concerning social networking use in the region and sector in which The Shepherds of Good Hope operate. In doing this we will draw on one of the primary texts of our research, the 2009 paper 'NPO 2.0? Exploring the Web Presence of Nonprofit Environmental Organizations in Canada' by Pr. Greenberg and Maggie MacAulay. In addition to providing useful discussion on the theory and recent history of social networking in a related philanthropic field, the paper provides a detailed framework for evaluating the social networking capabilities of organizations. While it is possible that the way homelessness-oriented charities interact with their audience differs from interaction between environmental NPOs and their audience, the group considers it likely that the sectors are similar enough that the variables included in the Greenberg paper can be used in the Shepherd's project. In order to apply the coding schedule of the 'NPO 2.0?' study, the group must redefine the sample population. The original analysis drew from a list of 43 member organizations of CAN-Canada. The content analysis undertaken by the group will apply the coding schedule against a sample population of homelessness advocacy and support organizations. There are two potential approaches to determining the sample population, to be discussed in the group and with Pr. Greenberg. The first approach would analyze the top-earning, most successful organizations in the field. This population would not be restricted to geographic region but would include those organizations which generate most revenue and participation, in an attempt to draw a link between their relative success and the social networking strategies they have used. Ideally, this approach would show what technologies and uses can be expected to succeed. The most popular elements will then be included in our Shepherds platform in hopes of replicating this success. However, this approach has a number of potential drawbacks. The data could reflect a false relationship between success and social networking adoption, as the organization's success may be due to other factors, such as the reputation and visibility of an organization, or its location. The fact that this sample is chosen from the most successful organizations may also skew the results, as the social networking campaigns of these leading organizations would likely have more human and financial resources to maintain them than would be available to the Shepherds, and as such are able to support more complex and costly forms of social networking. An alternate approach would be to narrow the sample population to analyze those organizations currently operating in the Shepherd's own geographic environment and philanthropic field. An analysis of social media use by Ottawa and Ontario-based Homelessness NPOs would show which approaches have been seen as most useful to our specific market. Perhaps most importantly, this approach would allow the group to identify those areas in which the Shepherds platform could be designed to encourage inter-organizational dialogue with community partners by using compatible technologies and applications to increase our exposure. The initial textual research has indicated that this sort of collaboration is essential to the effective use of social networking media in a philanthropic context. Unfortunately, this sample population may prove too small to be statistically useful, as it is drawn from a limited field of organizations, many of whom can be expected, like the Shepherds, to be in a transitional stage in their social media use.