If you work for a small nonprofit, chances are you’re already busy building schools, vaccinating infants, or providing emergency medical relief. “You don’t have time to stop and say, ‘What should we be doing on Facebook today?’” says Chris Hughes. That may sound like a brutally frank admission from the guy who cofounded Facebook, but Hughes isn’t suggesting that nonprofits give up on social media. Far from it. What smaller nonprofits need, he argues, is a new platform that will make it easier...

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