the use of social media in differnet contexts

In this week’s reading, the “networked nonprofit” book talked about “from friending to funding” by using social media, and governing through network, both of which mean massive use of social media. And last week, our group had a meeting about the memo assignment. Our assigned project was about the organization created by Mary and Xiaofei last semester. The idea was about a program to reduce the educational gap between immigrant children and residential children in big cities in China.
However, when we were trying to use social media to address the start-up challenges, we found a very big limitation in the use of social media in China. So then I thought about massive use of social media in developed countries, developing countries, and under developed countries.
It would be great to use social media to make our friends become donors. In developed countries like the United States, most people are familiar with the Internet, and they use social media all the time. Therefore, it wouldn’t be too difficult to spread the stories among them, and then make these friends become potential donors. However, in developing countries, the people who are familiar with the social media are mostly young people. It is true that they are potential donors for the future. However, it would be unrealistic to make social media as the major media because the biggest potential donors for now are still the senior and middle aged citizens. In addition, in under developed countries, many people even cannot even afford a computer, not to mention using the social media.
So should we still devote so much energy in the use of social media in these contexts?