"Africa Check, the continent’s first independent fact-Checking organisation of which I was chief editor until July 2019, has itself expanded exponentially. The organisation –a non-profit mainly funded by large foundations– launched in 2012 in South Africa with a junior researcher and part-time editor. Africa Check then opened a second office on the continent in Dakar, Senegal, in October 2015. Here the team runs a French-language version of the website to serve West African audiences. The English-language team branched out to Lagos, Nigeria, in November 2016 with Nairobi in Kenya following in January 2017 [...] Here’s what I learned about the contribution of social media to Africa Check’s website traffic: The data shows that in each year there were a few “blockbuster” articles after which engagement tailed off. Engagement on social media site Facebook comprised the overwhelming majority of likes and shares of Africa Check content with Twitter trailing far behind; Facebook has become less and less important in driving traffic to Africa Check’s website, as has been the case for major brands and publishers all over the world. For all but one article in the top ten lists of 2015 and 2016, most views came from Facebook; it dropped to two in 2017 and three in 2018; In most cases where Twitter was the biggest source of traffic, the average time users spent on the page was higher than the time it should theoretically take to read the piece; Content engagement showed a major jump from 2015 to 2016, reflecting the rapid growth of Africa Check in that year. However, it has since decreased year on year, likely on the back of Facebook’s decline in importance as a traffic driver ..." (Publisher description)