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Maximising social media
During Dying Matters Awareness Week
What is social media?
Social media = websites that use user-generated content. While traditional media is controlled by editors, social media allows users to dictate the agenda.
Is social media important?
What are the challenges?
1. Which social media sites to target/lack of know-how
2. Lack of resource
3. Finding your voice
1. Most popular sites
Source: ‘About That First Tweet’, Unity Trust Bank. Survey of 186 charities and social enterprises UK-wide with annual turnover of less than £5million (79% with a turnover under £1million)
Which sites for which activities?
YOUR AIM SUGGESTED CHANNEL To get people to sign up to a campaign/pledge
Facebook, Twitter
To attract donations Facebook, Twitter
To show progress/demonstrate impact Flickr, Facebook, YouTube
To alert people to events or activities Upcoming, Meetup, Twitter
To build communities Facebook, My Space, Bebo, Twitter
To get feedback Web feedback forms - e.g Survey Monkey
To recruit volunteers Facebook, Twitter
To recruit staff LinkedIn
To showcase work/grab attention Pinterest, Instagram
What Dying Matters uses
1. 2. 3. 4. 5.
You don’t need a presence on every social media platform. Choose the outlets that are popular with your intended audience. By finding the right platforms to reach your target audience you can limit the time spent on social media.
Awareness Week social media impact How we did 2011/2012
0
50
100
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2011 Facebook
2011 Twitter 2012 Facebook
2012 Twitter
New followers
New followers
Number of tweets before, during and after Awareness Week 2012
Hashtag High Point The hashtag #DyingMatters was used more than 300 times on the first day of 2012 Dying Matters Awareness Week
Awareness Week social media impact
0
500
1000
1500
2000
2500
3000
3500
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4500
5000
YouTube 2011 YouTube 2012
Number of views
Number of videos
Astonishing fact: our YouTube views went up 3,000+ % year-on-year
Awareness Week social media impact
0
10000
20000
30000
40000
50000
2011 2012
Unique visitors
Total page impressions
Traffic to Dyingmatters.org
Unique users up 60% year-on-year
Page impressions up 230% year-on-year
46% of our 2012 referral traffic was generated by social media, with Facebook leading the way.
Find your voice
• Connect with people in a real way.
• Don’t broadcast – communicate.
• Reach out to your community.
• Show people the real you.
• Go off agenda occasionally.
• Celebrate individuals.
• Be careful what you post – and check your grammar.
• Don’t overthink it!
Measuring your impact
• Twitter Counter – predicts
how many followers you will
reach by when.
• Future Tweets – lets you
schedule release of tweets.
• Topsy – unlike most other
hashtag tracking services,
this allows long-term analysis
FREE.
Final Tweet competition What would you say if you had one last tweet?
"My wallpaper and I are fighting a
duel to the death. One or the other
of us has to go."
”Goodnight my darlings,
I'll see you tomorrow."
"That was a great
game of golf,
fellers."
“Money can’t buy you life.”
“I must go in, the fog is rising.”
"Am I dying or is this my birthday?"
• Being launched soon!
• Results announced during Awareness Week
• Hashtag = #FinalTweet
• Promotion through partner organisations, writing
clubs and the media
• Winning and shortlisted tweets will be published
in a Dying Matters produced collection.
"I'm going away tonight."
Final Chapters 2012
• Launched to push against the taboos
of talking about death, dying and
bereavement.
• Attracted nearly 1,400 entries.
• High profile awards event.
• Christopher Owen, an actor and
writer, won with ‘An Honourable Life’.
• Winning entries have been printed in
a book, Final Chapters, RRP £6.00,
available from the National Council
for Palliative Care website shop:
shop.ncpc.org.uk/public/shop/
5 top tips for supporting Awareness Week
1. Use the hashtag #DyingMatters if you’re tweeting
generally, #FinalTweet if you’re tweeting about or
entering our competition.
2. Clearly state what you want people to do. Don’t
say “tweet about this campaign”– give them the
wording.
3. Include personal stories and case studies - great
way to give your campaign an emotional edge.
4. Post regularly but don’t overload your followers –
you’ll risk alienating them.
5. Running an event? Post images on Facebook/Instagram/Pinterest.
Social media – it IS big, but it isn’t scary
#DyingMatters