Facebook has significant limitations in getting your message out. Data from Facebook was used in research published in the most recent issue of Research Alertand it shows that only 12 percent of a person's friends actually read the notes that users post on the social networking service. If you post something daily on Facebook then the number of readers jumps up to 16 percent of your friends. This means that the reach of anyone who posts regularly on Facebook extends to only about 30 individuals.
Social networking systems are not mass media. Despite the massive numbers that have received a lot of attention, Facebook really only works with small groups. What does that mean for ministry? Social networking media are not an escape from small-group dynamics. They cannot be effective as the only or primary method of communication for a congregation or nonprofit organization. They are, at best, still only a supplementary medium.