Social media have created new definitions for development–“reach,” “influence,” “impact,” “engagement” all have nuances created by social media.

But when you go back into the old language of development what you find is not much has changed. Social media are not a new paradigm, they’re just a new tool.

Think about the old trajectory of donor development:

Identification

Acquisition

Solicitation

Stewardship

Now look at the Social Media terminology:

Reach

Impact

Influence

Engagement

The words are new. But the activity is just the same.

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