Has your charity changed how it is using social media?
More than half (51%) of charities have either left or reduced their use of X.
Anecdotally, we heard from some charities that they were changing which channels they used and how they used social media in the light of growing volatility on X (formerly Twitter). We decided to test this hypothesis by gathering data in a new version of a previous question.
Charities are taking the following top 5 actions to respond (or not) to the changing social media landscape:
- 51% of charities have either left or cut back on their use of X (a dramatic increase from the 18% moving away from X last year). This rises to 60% of large charities and 65% of LGBTQIA+ charities.
- In the light of the above, it’s surprising that more than 1 in 4 (26%) have not made any changes.
- 25% have developed their social media strategy.
- Just over 1 in 5 (21%) have changed the social platforms they use.
- 20% have changed how they post content on social media.
Given some of the sector conversations about safety concerns on social media over the last year, it’s striking that only 11% have developed their crisis management plans (this rises to 20% of large charities) and 10% have improved protection/support for staff, volunteers or clients (14% were protecting staff last year). It’s also surprising that just 5% are investing more in tackling misinformation or community moderation.
