Individuals are relying increasingly on their social networks to deliver information about and opportunities to give to charities, but those with larger networks are less likely to share such information, according to new academic research.

The research undermines the belief that charities and marketers should go after individuals with large social networks, either on Facebook, Twitter or the like, in order to get these ‘influencers’ to magnify their message.

Prof Kimberly Staff, in research to be released next week in Dresden, argues that when individuals lave large social networks they count on their friends to pass on information about charitable giving – she calls this ‘free riding’. But this sharing of information does not mean that people are motivated to give simply by the actions of others on their social networks, her research suggests that people on social networks also rely on others to donate.

Small, closely-connected groups of friends on social networks actually give more than large groups, Prof Staff concludes.

“This is what matters, the closeness of social interactions: large loosely connected groups share information less effectively than smaller, better integrated groups,” she said.

“Information transmission about giving opportunities is undermined by ‘free riding’ incentives – I count on other neighbours to convey information and so save on the effort of doing it myself. If there is less information flowing about who are the more effective charities, then  not all donations will be going to the best performing charity and there will be a reduction in the charitable good or service.”

At the same time, Prof Staff warns that too many individuals talking too much about charities in social media poses the threat of an overload of messages, which become less impactful.

The economist, from the University of Warwick, is calling for a “rethink” of the concept that giving is an individual choice. “We are long overdue in asking questions about how social connections shape giving,” she said.

The report, Private Provision of Public Goods and Information in Social Groups, will be presented at the 2012 International Institute of Public Finance Conrgess on 16 - 19 August.