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Report reveals increased social media reach by charities

A new study has identified increasing success among UK charities in attracting new followers on social media networks – with figures released showing that overall engagement across these channels has doubled over the past year.

According to the report by Visceral Business, social media engagement among the country’s 100 most prominent charities translated into an increase between 2011 and 2012 of 1.7m followers on Twitter alone – bringing the total number of Twitter followers up to 3.7m.

The corresponding number of Facebook followers in 2012 was revealed by the report to have increased over the course of the year from 3.5m to seven million.

Google+ meanwhile was found to have delivered one million followers for the charities concerned.

The report also looks at how social media engagement is likely to impact on increased revenue for particular charities – using what it calls a Networked Power Index (NPI).

According to the report, UNICEF UK tops this index – with Medicins Sans Frontieres, Battersea Dogs and Cats Home, British Royal Legion, Girlguiding UK, The Samaritans, and Children in Need, all having increased their standing in the NPI since 2011.

The report reveals that some of the top charities surveyed are extending their social media activity to encompass additional sites – with Storify, Pinterest, Vimeo and Instagram all coming into play.

Twitter and Facebook remain the most popular channels for the charities however, with YouTube following on behind.

The report considers that LinkedIn is currently not being exploited to its fullest extent by the charities.

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