The researcher will seek to hold interviews with subject matter experts who are at marketing or social media director level because it is important to obtain strategic and not operational perspectives.
The main source of primary data will come from interviews with a minimum of six of the top one hundred charities by UK revenue, although they do not have to be headquartered in UK. Other niche web based fundraisers will also be surveyed.
Marketing agencies with SN expertise and with a not for profit market client base are normally willing to share their views. The plan is to also complete five director level interviews with UK marketing agencies who a) operate in the not for profit market and b) have experience with social media projects. The interviews with the agencies will be aimed at obtaining a broader market perspective and as well as details of specific examples of where they have been involved with relevant projects.
Six SN sites that represent a cross section of the SN market and where charities will potentially see as appropriate to participate in will be surveyed for user activity associated with charities. These will include Facebook, MySpace, Twitter, MyLife, Windows Live Profile and Digg. Other niche sites may be surveyed if the findings from the literature review and interviews lead the researcher to do so.
