During Dying Matters Awareness Week
What is social media?
Social media =
websites that use
traditional media is
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
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
To recruit volunteers Facebook, Twitter
To recruit staff LinkedIn
To showcase work/grab attention Pinterest, Instagram
What Dying Matters uses
You don’t need a presence on
every social media platform.
Choose the outlets that are
popular with your intended
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
2011 Twitter 2012
Number of tweets before, during
and after Awareness Week 2012
was used more
than 300 times on
the first day of
social media impact
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
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
by social media,
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
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,
“I must go in, the
fog is rising.”
"Am I dying or is this
• 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.
Final Chapters 2012
• Launched to push against the taboos
of talking about death, dying and
• 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:
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
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