FaceBooksource: The Guardian
published: 11 March 2016

Social media has changed the world. It has changed how we access information, communicate with our friends and it has changed how charities raise awareness and fundraise. In fact, most charities now spend countless hours and money investing in their social media channels and it is time to stop.

A recent report found that entrepreneurs say social media is a waste of time, with no discernible impact on their sales, and I believe the same could be said for charities.

In theory, social media connects you to over a billion people who are active on Facebook or 320 million on Twitter. But in reality it’s far fewer than that.

Hardly anyone sees what people are posting
Facebook’s newsfeed now only shows the posts it thinks are most relevant to its users, so messages may only reach 2.6% of a charity’s audience. On average, a tweet only reaches around 10% of followers, and the average click-through rate for a link on Twitter is around 1.6%. So it is likely that just a small fraction of the public will see the posts or make it to the charity’s website.

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