The National Trust and Cancer Research UK increased their leads as the most followed charities on Twitter and Facebook during February.
The National Trust already had a following of 671,735 on Twitter – more than any other charity – by the end of January. It increased its followers by a further 10,880 in February, a bigger increase than that achieved by any other charity.
It was a similar picture for Facebook, with Cancer Research UK starting February with more fans, almost 1.4 million, than any other charity.
It then grew its number of fans by a massive 26,409 in February, almost double the rate of growth of the second fastest growing charity.
An analysis of growth in followings suggests that the charities with the fastest growing audiences on Twitter are also increasing their audience quickly on Facebook. Five charities – Cancer Research UK, National Trust, BHF, RSPB, and the Dog’s Trust – were among the 10 fastest growing charities on both platforms.
Increases to Twitter followers (Jan)
- National Trust, 10,880
- Macmillan Cancer Support, 8,371
- Mind, 4,358
- BHF, 3,630
- Cancer Research UK, 3,576
- Stonewall, 3,015
- RSPB, 2,763
- Rethink Mental Illness, 2,516
- Help for Heroes, 2,423
- Dog’s Trust, 2,371
Increases to Facebook likes (Feb)
- Cancer Research UK, 26,409
- National Trust, 13,313
- IFAW UK, 10,720
- BHF, 8,686
- RSPB, 8,461
- Unicef UK, 5,762
- Woodland Trust, 5,437
- Dog’s Trust, 5,160
- Oxfam, 4,843
- Cats Protection, 4,478
It’s worth adding that there is much more to success on social media than size of following, as having a big following doesn’t necessarily mean you have a big impact. The size of a charity’s audience is also likely to reflect levels of resource dedicated to social media, both staff and non-staff. But I think it’s useful as a finger in the air.
Data was recorded on 28 February, 2017, and compared to 29 January, 2017. I explained the criteria for selection in a post last month.