WokeOnPaperImpact vs Instagram
What happened on the ground and what happened on social media are often two different stories.
Organisations need communication. They need to explain what they do, share learning and acknowledge supporters. But social media rewards simplicity, emotion and polished stories.
Real impact is usually messier. Programmes change direction. People disagree. Outcomes take time. Some things fail. A single post rarely has room for all of that complexity.
The danger comes when communication stops documenting the work and starts replacing it. If the social media version looks nothing like the experience of the people involved, the question is worth asking: who is the story really for?
