|Most clicks are mistakes, says survey|
A new study says most donor “Likes” on US charity Facebook pages are either mistakes, some kind of finger-spasm or a call for help because they fell down and can’t get up.
The study surveyed more than 5,000 donors who said they had “Liked” a charity Facebook page. Published in the Journal of Anthropological Philanthropy, the study says most “Likes” aren’t really “Likes”.
“More than 70 per cent of them were not in fact trying to reach out and connect with a charity. They were doing other things,” said survey leader Dr. Gordon Simple of the University of Southern North Dakota.
More than a quarter of the donors say they hit the “Like” button by mistake. Many complained that they hit the button just to make the pop-up graphic or email “just go away” and had no intention of actually trying to connect with the charity. “It was easier to hit Like than just tell them to bug off,” wrote one donor.
Fifteen per cent hit “Like” to because they were intoxicated and not responsible for their actions, and were likely a danger to themselves and others. Ten percent said they hit “Like” to every Facebook page they can find in a desperate attempt to bring meaning to their otherwise empty existence. “I Like everyone, even charities,” wrote another donor.
A further ten percent said they suffered from a unique form of arthritis that causes finger spasms and often wind up “Liking” Facebook pages by mistake. A small group, about eight percent, said they had hit “Like” because they had fallen down, couldn’t get up and the only thing they could do to get help was try clicking their computer mouse. They also asked researchers to call their niece who lives down the street to come and get them back up on their feet.
The remaining donors in the study said they were victims of a vast conspiracy or were in fact Elvis.
Charity leaders have hailed the study as further proof that the sector has mastered social media.
“This clearly shows that US charities have become masters of Facebook. The fact that these donors Like them is an amazing achievement,” said Dibble Brewer, CEO of the League of Big Honking Charities. “We’ve finally arrived.”