Keywords: methodology internet new media social media interpretation technological progress convergence virtual communities Twitter Facebook viral marketing big data

KMT 2017 nr 7 Download PDF

Marek Robak

Internet analytics and its potential in the third sector

Cite: Marek Robak, Analityka internetowa i jej potencjał w trzecim sektorze, "Kultura - Media - Teologia", 2017( 30) nr 7, s. 52-69.

The majority of non-government organizations use Internet in their activities, but only a fraction of them investigate the effectiveness of communication. This article attempts to answer the question of whether third-sector organizations can improve their efficiency by researching their online activities and what kind of research is useful and feasible for this organization. The author presents a theory of an organization's maturity (Davenport / Harris). On this basis, he presents the results of its own comparative studies (2015 / 2017), which assesses what part of third-party organizations collect data on the behavior of Internet users. There are also proposals for ten types of Internet research combined with the assessment of the usefulness of these researches for non-governmental organizations.

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