"Facebook, by social media standards, is old; it was founded in 2004. These days, it gets less attention than other platforms like TikTok. However, it is still hugely important and remains, other than YouTube, the single most used social media platform in the United States: according to Pew Research Center, it's used by an estimated seven in 10 US adults. Talk about mass media!"
"NPQ readers are often skeptical about using Facebook, and for good reason. After all, its algorithms tend to favor conservative causes; its use has been shown to contribute to mental health issues; and Mark Zuckerberg, the company's CEO and controlling owner of parent company Meta, is a prominent supporter of President Donald Trump. Facebook provides an enormous and geographically widespread reach with great potential for many nonprofits."
"Moreover, there is credible evidence that US Immigration and Customs Enforcement (ICE) has used Facebook data to identify targets based on immigration status, connection to controversial causes, and " anti-American ideologies." Nonetheless, despite myriad problems, a remarkable 96 percent of nonprofits have Facebook pages, and many nonprofits even forego a website and use Facebook and Instagram instead. Facebook remains an important tool for progressive organizers. The number of Facebook followers at many organizations remains quite large."
Facebook was founded in 2004 and, though it receives less attention than newer platforms like TikTok, remains one of the most used social media platforms in the United States, reaching an estimated seven in ten adults. The platform raises concerns because its algorithms can favor conservative causes, its use has been linked to mental health problems, and company leadership has clear political affiliations. Law enforcement agencies have used Facebook data to identify individuals by immigration status and alleged ideologies. Despite these issues, 96 percent of nonprofits maintain Facebook pages and many rely on Facebook and Instagram instead of standalone websites, with progressive groups maintaining large follower counts.
Read at Non Profit News | Nonprofit Quarterly
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