The document discusses Whizz-Kidz's use of social media to engage runners participating in fundraising events. It describes how a personal Facebook profile was used to connect with the 255 runners on the Whizz-Kidz London Marathon team, providing updates and building a sense of community. This approach generated positive feedback from runners but risks fragmenting the audience and being too focused on one event. Moving forward, Whizz-Kidz is considering creating a general events profile on Facebook while maintaining a personal approach, or closing their Twitter account to focus more on Facebook.