How to use a Twitter Moment

Twitter Moments were launched in 2016. They are generally underused in charity comms. A quick survey of 50 charity’s Twitter accounts found that only 18 had ever done a Moment. Most of the 18, had only done one or two. Yet they are a quick and easy way to present and preserve content.

Screenshot of 2 Cats Protection Moments with a small number of Likes

Engagement levels of Moments seem to be generally low but if you are using them infrequently and only sharing them once, this isn’t surprising. You need to have a content plan for sharing and integrating them within your comms.

Value shouldn’t just be based on likes, shares and opens. Having a permanent document of something is useful for lots of different reasons. For example a Moment can make it easier to share the story of an event during and afterward. Having an archive of Moments can help you to take stock and plan future comms. A Moment can be a great way to show Twitter activity to colleagues. Moments can also be used and reused as evergreen content.

Here are the most common uses for Moments:

  • to share an event
  • to preserve or share fragmented content
  • to have a permanent record of something important
  • to showcase your community
  • to present content in a different way.

1. Events

Runs, fundraising challenges and other events can generate a lot of tweets. The good ones can get lost in the noise or missed altogether. Having a Moment is a great way to showcase and celebrate what happened. They can brilliantly show the live atmosphere and hype of the event better than any write-up. And they can be useful months later when recruiting for next year or sharing the impact of what happened.

screenshot of Macmillan Cancer's tweet sharing their Moment of the London Marathon

Top tip: Try and make the Moment as soon after the event as possible. People get home and want to relive it. If your Moment is ready then, more people will look at it and share it with their friends. A Moment made a week later has missed the boat.

2. Content curation

Moments are also a great way to curate content on Twitter. Think of them as a simplified, single channel (much missed) Storify or Wakelet.

A Moment can be used to bring content together that would otherwise be hard to find. For example, responses to a question (user-generated content) or a series of tweets not made into a thread or when you want to include tweets from other people into your messaging.

screenshot of Time to Change Moment 1.4Likes

3. A permanent record

If something big is happening, why not make a Moment of it? Tweets will soon get lost in your back catalogue, never to be seen or used again. Document it live or after the event to help others follow what happened.

Tweet promoting Heads Together's Moment of the #MentalHealthMinute for Mental Health Awareness Week

See also: Rocur and Twitter takeovers – blog post from 2017.

4. Community building

I didn’t find very many examples of Moments being used to showcase community action. How could you use a Moment to thank or celebrate your community?

  • Cambridge CVS showcased small charities during Small Charity Week 2018.
  • Cats Protection gathered some of the best responses to their #CatMenDo campaign.

5. Fun / interesting content

Be creative. Moments can work in lots of different ways. Could you use a Moment to show your impact or as a brochure to your services or present complicated information (such as symptoms or research) in a Moment? Here are some examples of more unusual uses.

How to make a Moment – tips

If you haven’t ever made a Moment, they are pretty simple to do, just follow the steps once you click ‘Create new Moment’. Here’s a how-to guide from Twitter if you need one.

Here’s are some tips on how to do them well.

  • Choose a great cover image which will will be eye-catching and sets the scene for your Moment. I tend to put this tweet at the end of the Moment so that people don’t see the image twice straightaway.
  • Think of a Moment like an essay with an introduction, main points in the middle and conclusions at the end. Ease people in with a tweet which introduces the topic and at the end finish with something fun or silly or thoughtful. Don’t just trail off. I have sometimes written a tweet purposefully to use at the end of a Moment either in thanks or to ask a question or to signpost to further reading or a donation.
  • There should be a rhythm to your Moment. You have to curate it, so it flows and tells a story. For example you might put tweets next to each other which use the same colours.
  • Try not to include tweets which are very similar to others. Be ruthless. Not many people will make it to the end of a 20 tweet Moment. Put some good ones at the end – reward people for getting there!
  • Try to use tweets which only have one image. Tweets will multiple images take up more space and can disrupt the flow.
  • Include tweets with video or gifs or graphics to keep it interesting.
  • Make the title clear and short. Include the #hashtag if you are using one.
  • Tweet your Moment and @mention some of the accounts you have included to broaden engagement.

Top Moment makers

More about Moments

Do you use Moments?

Have you used Moments? Do you like them or think they are a waste of time?

Share your favourites and top tips in the comments. I’d love to hear from you.

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Digital round-up – April

 

Highlights this month: Notre Dame, Extinction Rebellion, New Power, April Fool comms, surveys and more….

Another Bank Holiday? Already? Excellent! Catch up with charity digital content and reads you might have missed while you were trying to squeeze some work in between days off.

cherry tree heavy with pink blossom

How to use: Pick and choose links to read, or open in new tabs for later. Or bookmark this post. Even better, subscribe and get future round-ups direct to your inbox.

Content

screenshot from National Trust video - 'freshly baked cheese scones. Ketchup or Mayo first?'
screenshot of National Library of Scotland's tweet showing the black hole over the Edinburgh skyline

Comms and marketing

Digital – strategy, design, culture

Screenshot of Matt Collins' article

Fundraising

People and organisations

There has been lots of talk this month about shifts in power, diversity and representation. Here are some useful reads (and watches):

acevo leadership framework

And finally….

Your recommendations

What did you read, watch or launch this month? Please add your links in the comments.

Can I help you?

Get in touch if I can help you with content planning, training or strategy. I work with charities of all shapes and sizes. I can help give your comms or digital processes a healthcheck and ideas injection.

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Did you miss March’s round-up? Catch up with more good reads!

Digital round-up – January 2019

Highlights this month: January#, towels for owls, H-O-M-E, digital trends to avoid / embrace, how to declutter your digital footprint.

Things feel a little gloomy at the moment. So switch the news off and catch up with some creative charity content and recent good reads you might have missed.

a pile of colourful bird whistle toys

How to use: Pick and choose links to read, or open in new tabs for later. Or bookmark this post. Even better, subscribe and get future round-ups direct to your inbox.

Content

Dogs Trust tweet with almost 500 likes. Image: smiling dog. Text says 'Good dog!!! #NationalComplimentDay'

Shelter's tweet showing a still from the Bros doc. Matt Goss says: i think the words H-O-M-E are so important, because they personlify the words home'. Shelter tweeted ' true though'

It can be difficult to remember all the good stuff from last year. Take a look back in these review from 2018:

Coming soon….

Comms

Digital – strategy, design, culture

Fundraising

Fluffy owl wrapped in a towel, being held by volunteer. Close up.

Still think you can’t ask for donations on Twitter? Be authentic / fun like these examples:

See also:

People

And finally….

Your recommendations

What did you read, watch or launch this month? Please add your links in the comments.

Can I help you?

Get in touch if I can help you with content planning, training or strategy. I work with charities of all shapes and sizes. I can help give your comms or digital processes a healthcheck and ideas injection.

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Did you miss the last round-up? Catch up with more good reads!

Join these digital leaders

Child's drawing: stick people. One says "I've had an idea". The other says "I have too". Both have lightbulbs above their heads!

Digital teams going the extra mile to share their knowledge.

I love our sector. We do so well to connect and learn from each other. From attending meet-ups, mentoring and shadowing, or learning from hashtags or other people’s top takeaways from events, there are lots of free ways we can share and learn from each other.

Must reads

One of my go-to sources of knowledge and inspiration are the hubs of big charity digital teams. These include:

I regularly include their posts and links in my monthly round-ups as they are so useful. As well as an excuse to peep in at the window of these big charities, the shared thinking and best practice is good food for thought for us all. Posts can prompt discussion, collaboration and new ideas.

There are quite a lot of councils and other public sector blogs from digital teams around too. For example:

Benefits to the team

Although producing the posts and curating the accounts can be time-consuming, the task brings other benefits.

  • Team building – done collaboratively, creating posts about projects can help the team to reflect and review the work they are doing. In busy teams, it is easy to move on to the next task, project, crisis with no time to review or think about how to share successes, challenges or failure with others. Creating a culture of review and sharing can help to give space for reflection and improvement.
  • Knowledge sharing and skills development – if members of the team read each other’s posts, it can help them to learn from each other and appreciate stresses and demands. This can drive better future projects.
  • Internal comms – content can help non-digital internal colleagues to understand the processes and thinking behind digital projects. If writing for a non-digital audience, it can be good practice for team members to be more careful about the terminology used in their posts, cutting out the jargon too. Posts can be repurposed for internal channels.
  • Profile raising – well-shared posts can help to raise the profile of the digital teams, helping with future recruitment. Who wouldn’t want to work in a team doing cutting-edge work?
  • Creativity – a blog gives the freedom to be creative, finding different ways to share knowledge. It feels nice to do the thinking around a topic, write it up (or draw pictures or make a video) and share it. A blog can be colourful and fun showing the personality of the writer and team. And no-one gets bored of seeing photos of post-its (do they?).

colourful post-its used in content planning

So do follow / subscribe to these accounts.

Better still, start your own team’s blog to share your processes, successes and failures. We can all learn from them.

Your top tips

Are there other blogs or Twitter feeds run by digital teams you’d recommend? Have you contributed to your team blog? Any top tips for making it work? Do you have a content calendar or a blog owner who manages / edits it?

Please share in the comments.

 

<Headline image drawn by my son, found on my desk recently!>

Can I help you?

Get in touch if I can help you with digital comms, content planning, training or strategy. I work with charities of all shapes and sizes. Can I help give your comms or digital processes a healthcheck or ideas injection?

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Digital round-up – April

Highlights from the charity digital web in April.

Includes a bumper crop of blog posts from CharityComms, Lightful and others, plus a charity rebrands, Marathon comms and some juicy hashtag content.

Close up of pots of rusty nails, green scissors and yellow string

Building digital success

**Don’t forget that if you have content on Storify, you have until 16 May to remove it before the site closes. There are lots of alternatives such as Wakelet. Which ones have you tried?**

Getting the measurements right

Infographic from ParkRun's tweet showing average finish times

Building excellent teams

Rebrands / new websites / building websites

Charity content

We all know about the big awareness days but what about the small obscure ones? Even International Carrot Day can be celebrated on a slow news day. Check out some great examples in this Twitter Moment.

There was some nice St George’s Day content around including this video from National Trust and Macmillan dusted off their #EdBallsDay tweet. Plus some great April Fool’s Day campaigns.

What does your social media strategy say about whether you should join in with an unexpected trending conversation or meme? What criteria does it have to satisfy or do you use instinct to make a decision? Some organisations I speak to just don’t join in, others will wait until their peers are joining in. Trending topics can give engagement a real boost. Remember how we all joined in with the 280 characters change on Twitter? This week some charities joined in with #MyHandleExplained. This example from WWF (“Wildlife not wrestling”) really stood out. This one from @MoreThanADodo was good too.

#MyHandleExplained tweet from WWF showing fighting polar bears

It can be hard to get humour right. This post by Jon Ware explores why and what we can do about it – Why the Absolute Unit was absolutely inspired digital comms.

London Marathon

Made to Move - wheelchair athlete whizzes past the Lucozade station on the Marathon

Full-on London Marathon fever lasts for about a week from the expo to when the aches and pain fade after the event. Use your content well to embrace this if you have runners or supporters involved.

Did you see the London Marathon cheer-off banter on Twitter and mascot banter between Breast Cancer Now, Macmillan Cancer, Breast Cancer Care, Teenage Cancer Trust, CLIC Sargent and others?

Jack Munroe used Twitter to connect fundraisers with supporters ahead of the big day.

Marathon day itself is a whirlwind on social media. On the Monday following the event, lots of charities shared stories about the impact all the fundraising would have as a way of thanking their runners for the pain and giving them a final push to pass on to sponsors. Many will be reliving the day through photographs and messages. Take a look at some examples in this Moment. Many charities also make Moments of their tweets from the day to curate and document it for prosperity and future use. These are also a great way to publicly celebrate (and thank) the effort of the runners and supporters. Take a look at examples from Scope and Macmillan.

UK Fundraising also shared a round-up of some of the highlights.

Brathay Trust did an excellent job with their crisis comms following the death of supporter Matt Campbell. As the news broke, they quickly released a statement. They added his story to their homepage, shared stories about their work on social to connect with their new audience and produced graphics to help promote #MilesForMatt. As the money came in, they released further statements at £100k and £300k sharing their reaction to the response and what the money means to them as a small charity.

As people are still running their 3.7 miles for Matt, the total is still going up. Currently it stands at a staggering £330k + GiftAid. For a small charity, who have never had so many tweets, they have done a brilliant job of connecting with the running community. Building long-term relationships with these supporters will be harder but many more people have now heard of Brathay and their work than before.

Brathay Trust - statement via Twitter reflecting on the week following Matt's death

NB It is worth having a look at the work Samaritans did following the death of Claire Squires’ in the London Marathon 2012 which raised over £1m. Here’s more about the Claire Squires Fund.

Other stuff

What else did you read or see this month? Do share in the comments.

How can I help you?

Why not get in touch if I can help you with digital copywriting, content planning, training or strategy? I work with charities of all shapes and sizes. I can give your comms or digital processes a healthcheck and ideas injection.

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Did you miss March’s round-up? Catch up with more good reads!

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Digital round-up – March

With more wintery weather heading our way, poke your head out from under the duvet for some of the highlights from March 2018. It has been a bumper month (snow, data abuse, more snow, lots of hashtags) so this round-up has lots of gems.

coloured bear heads poking out of a seaside game.

Campaigns

image from Dog's Trust Pawtrait campaign

Comms good practice

infographic of the 500 most popular passwords

Also, catch up with the slides from CharityComms’ content strategy conference and read Eleanor Dean’s blog with her key takeaways – Three thoughts on creating better digital content for your charity.

Social media

Digital evolution

Have you read the Charity Digital Skills Report? How you does your organisation compare? Do you have a digital strategy? Do your trustees ‘get’ digital?

screenshot from the digital skills report

I went to the DigitalAgenda Impact Awards and heard about lots of brilliant Tech for Good projects. Here’s a blog post from Ross McCulloch about some of the winners (4 examples of digital innovation) and a blog post about the Citizen’s Advice case management system which won an award. Is tech for good on your radar? Are you working on projects or know who is in your space?

Tech trends

Charity reads

And finally….

If you are looking for some cheering up, try these:

What else?

What were your good reads in March? Please do share.

If you want more, see also:

Can I help you?

Get in touch if I can help you with digital copywriting, content planning, training or strategy. I work with charities of all shapes and sizes. Can I help give your comms or digital processes a healthcheck and ideas injection?

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Did you miss Jan/Feb’s round-up? Catch up with more good reads!

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Digital round-up – Jan/Feb 18

In case you missed them, some of the best reads on crisis comms, digital strategy and charity content from last month.

red boat. blue sky. sign saying: DANGER. intense sound signal operates without warning

Crisis comms

Charities have been in the headlines ever since the start of the year (Oxfam, President’s Club, Oxfam again, Jo Cox Foundation). There’s lots we can learn from these events in terms of how we need to respond to a crisis and rebuild trust.

Read, then review your crisis comms plan. Does it include the right people? Have you got clarity about the messages? Do they work across all channels? Have staff done media training? Are there enough people with social media skills to be able to respond to comments? (NB Oxfam put a call-out to staff for help and drafted in 40 colleagues to help with front-line messaging.)

It’s worth noting that it’s not just Oxfam who have been effected by this story. NCVO have been working tirelessly to share safeguarding best practice and represent the sector in media interviews.

Digital skills, design and strategy

Content

Still from Macmillan video - "it was one of the nicest things anyone has ever done"

#WorldCancerDay is a big day for lots of health charities. Macmillan launched this lovely #LittleActsOfKindness video. I really liked the way they displayed the subtitles.

In addition to the usual fundraising and bad poems, there were some harder-hitting Valentine’s Day charity comms. None quite as cringy as the DWP’s festive message though thankfully.

Tweet showing the mental health foundation video - vox pops on Millennium Bridge in the rain

Other charities joined in with #TimeToTalk day. This gentle video from the Mental Health Foundation makes us think about answers to ‘how are you?’

How can you use your archive to connect with topical stories? There were lots of charities marking the 100 years since (some) women got the vote. Age UK told the story of one of its founders Eleanor Rathbone.

I am a sucker for maps and data. These examples of (non-charity) content marketing campaigns using maps could give food for thought. How can you use your data to tell a bigger story?

tweet from rob long asking twitter users to activate and use accessibility settings.

This blind Twitter user’s plea which has now had 179k likes seems to have done so much more to raise awareness about image accessibility than any charity or Twitter themselves. Have you changed your settings? This guide to getting alt text right is a must-read if you are new to describing images.

Good to see Doncaster Council’s Chief Executive maintaining the gif standards in her comms.

And finally…

What did I miss?

I spent January doing an interim comms manager role as well as going to BarCampNFP and SMEX18 so might have missed other good stuff. What did you read / watch / produce this month? Please do share.

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Did you miss November 2017’s round-up? Catch up with more good reads!

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