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!

Be a good Secret Santa

It’s that time of year again. Rather than spending money on plastic tat / novelty socks, why not use some or all of your Secret Santa in a more impactful way? Here are a few examples of charities running Secret Santa sized fundraising campaigns and other ideas for doing good within your budget.

smiling windup snowman toy on a cafe counter surrounded by cakes

Christmas campaigns

Secret Santa gifts

Christmas cheer

Why not pool your funds and do something bigger as a team?

There are countless fundraising appeals, Christmas jumper days and local food bank collections you could instead donate to in the name of your Secret Santa.

Action Man style elf - text says 'This year, leave Relf on the shelf'

Leave Relf on the shelf and give a gift that matters say International Rescue Committee in this fab video.

What are you doing?

  • Do you do Secret Santa in your team? Any tips?
  • Is your charity doing an interesting appeal?

Please share in the comments.

See also: charity digital advent calendars – tips and examples from 2017

Digital round-up – July

Highlights this month include: #WaistcoatWednesday, Charity Digital Code, IoF’s Fundraising Convention and diversity.

It’s been a month of relentless hot weather, football optimism and bleak world news. Plus another bumper crop of great charity content and digital reads.

stacks of ice cream cones in the window of an ice cream shop. they lean under the weight

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. Enjoy!

Content

Bloodwise's call to celebrate WaistcoatWednesday to help beat blood cancer

Bloodwise launched amazing reactive fundraising #WaistcoatWednesday on 7 July to coincide with Gareth Southgate’s big moment on 11 July. At one point on the day #WaistcoastsWednesday was trending confusingly. National Trust spontaneously responded with a tweet about not wasting the coast but didn’t use #WasteCoastWednesday.

There was other fun football content including a forecast from The Met Office, #GarethSouthgateWould tweets including this one from Bliss, Scope’s brilliant BSL videos (see Football’s Coming Home), Give Blood’s missing Os, and many examples of Harry Maguire’s meme including this excellent one from The Horniman Museum. There were serious messages too including this striking image sharing stats about rates of domestic violence.

Lower half of white woman's face. She has blood dripping from her nose and wiped across her mouth. Looks like the England flag.

Also this month:

scruffy dog lying on the grass. speech bubble comes out of its mouth filled with emoji including one of paws, tree, poo etc

How do you promote your members or partner organisations? I love these tweets from Small Charities Coalition shouting-out to members for Pride and the football. Also London Community Foundation showcase grant recipients, in this case following Wimbledon.

Digital

Have you read and given feedback on the Charity Digital Code which launched in July? Consultation closes 25 September.

New websites

This month BHF launched their new website including new font.

Launching a new website, even though it has been a huge project, is not always big news for your audience. I liked this promo video from SUSE (Scottish Union of Supported Employment) to launch their new site.

Fundraising

The digital stream at this year’s IoF Fundraising Convention looked excellent. Catch up with a few of the expertly curated Twitter threads and blog posts if you weren’t there:

Crisis comms

I ran a workshop at the Hospice UK Comms Day which was about brand and reputation. Here are some useful tips from crisis expert Kitty Hamilton. Hospice UK produced a Wakelet of the day, sharing useful tips for hospices. And here is the blog post I wrote about using social media in crisis comms.

chaotic hose pipe, swirling patter

See also:

Leadership

This month there have been lots of discussions about diversity. Vicky Browning from ACEVO shared her commitment to creating a more diverse and inclusive charity sector. Jane Ide from NAVCA blogged Diversity: it’s time to make it real and Diversity part 2: nobody said it was going to be easy.

How do world leaders use Twitter? Lots of data to get stuck in to from Twiplomacy.

50 world leaders shown in individual circles, illustrating Twiplomacy's tweet

10 charity digital people who should be on your radar – some top people who regularly share their digital knowledge. Very happy to have been included. Thanks Lightful.

And finally….

Sign on the wall in a zoo. naughty penguin of the month. Good penguin of the month.

Does social media negatively affect your mental health? Why not take time out with #ScrollFree September? You don’t have to go full Cold Turkey? Cut down as a Night Owl or Sleeping Dog. Check out the website to find out more.

Don’t forget to book your ticket for Being the Story in October. Super Early Bird rate ends 24 August.

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 digital copywriting, 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 June’s round-up? Catch up with more good reads!

Brathay Trust: a lesson in crisis comms

How small charity Brathay Trust responded to suddenly being headline news and receiving thousands of donations.

In April 2018 small youth charity Brathay Trust in Cumbria had three runners competing in the London Marathon. One of them, Matt Campbell aged 29, tragically collapsed at mile 22.5 and later died.

The charity received an unprecedented response. To date Matt’s JustGiving page has raised in excess of £368,000 (+Gift Aid) from over 31,800 supporters. Thousands of runners across the country also pledged to run the remaining 3.7 miles to #FinishForMatt.

The charity quickly had to deal with the news, putting aside their own shock and grief from losing someone so active in their community. Here, Peter Grenville, Brathay’s marketing executive shares what happened and the lessons they learnt about crisis comms.

Brathay's website showing four news stories

The first day

I was told of Matt’s death first thing on Monday morning. We were aware that the London Marathon organisers were due release the news later in the morning. Colleagues were already in touch with Matt’s family, so we had a couple of hours to start working on our response.

We have a crisis comms plan in place for dealing with a major incident, either during one of our programmes with children and young people, or for something affecting our offices and staff. We also have a plan in place for the ASICS Windermere Marathon, which we organise every May as part of our fundraising. Whilst both were useful, this was a scenario we hadn’t specifically planned for.

We were startled by the large number of enquiries and requests for interviews/statements, which slowed our response a little whilst we prioritised. By the afternoon we had a short statement on our website and social media channels, and our tribute to Matt up later in the day. Both were posted as lead items on our homepage, and also our Challenge Events website, which had been carrying the story of Matt running to raise funds for us.

It became clear very quickly that people touched by the story were donating to Matt’s JustGiving page. Whilst we had some extra donations to appeals on our website, we rapidly decided it was better to focus on the JustGiving route. Although we had an unprecedented level of interest in us (our website had more hits in a day than we normally get in a year) we were aware that people were donating to ‘Matt’s Charity”, rather that specifically ‘to Brathay’, but they were checking us out.

How we worked together

Before the end of the first day it was clear that the those of us dealing with the unprecedented interest in Brathay needed to step away from our regular roles to work together to respond. Some decamped to a meeting room. We scheduled regular twice-daily meet-ups to check what was needed. A large whiteboard became our low-tech method of tracking things that needed doing. We prioritised tasks that required immediate attention, whilst compiling a list of less time-sensitive items that also needed responding to.

Although Brathay has around 100 staff, we are spread across several sites in the north of England. Pulling this group together, especially with our own flagship fundraiser, the ASICS Windermere Marathon, just a few weeks away, did mean we had to delay some planned activity. Organisationally, our colleagues absolutely got the importance of what we were doing and left us to get on with what was needed.

Throughout the whole period we were conscious that Brathay were not the ‘owners’ of anything that was going on. We needed to respect Matt’s family, who are huge supporters of our work, by not making statements about what was going on without consulting with them first.

As a team, we agreed what to write and when. Once one of the team had drafted something for our websites, this was circulated and changes suggested and agreed. We did this largely by instinct – monitoring how the conversation and messages on social media were changing and ensuring we regularly responded – conscious that there was a lot of attention on what the recipient charity of the large sums of money being donated were saying. We wrote updates on day two, on day four and at the end of the first week (30 April) and shared these widely across our channels.

Brathay - one of the total updates on Twitter

By the end of the second week, we were able to return to our normal work, but still with an elevated level of activity and a clear understanding of the need to continue our response.

#FinishforMatt

After just a couple of days, the huge social media campaign to #FinishForMatt #RunForMatt (and some other variants) really took off. Messages and donations switched from being about simply remembering Matt to being about ‘completing’ the Marathon for him, as individuals or in groups. The London Marathon team really got involved with this too. People everywhere were organising runs. We did our best to contact the more significant ones, including those taking place in London, and one local to our HQ in Cumbria.

Interview requests came thick and fast. Our Chief Exec was on BBC Breakfast twice, as well as appearing on other news channels, interviews with local and national radio, and newspapers. Channel 5 produced and shared this short video across their social channels.

One thing that worked particularly well was identifying that people completing their 3.7miles and donating could use a text-based image on their social media posts to demonstrate their support. We quickly put together some simple graphics, loaded them onto our website, and posted about them regularly – it was great to see them being used widely.

Getting the tone right

We were very aware of our place in everything that was happening, and wanted to ensure that our responses showed respect to Matt and his family. The response was incredible, but we didn’t want to appear to be trying to ‘cash in’, or treat the situation as an opportunity to ask people to give. At the simplest level, everyone involved at Brathay really wanted to make sure we did the right thing.

I think what we said genuinely reflected how we felt – amazed, stunned and very grateful for each and every donation. I was keen for us to think about this from the point of view of someone donating. What would they want us hear from us?

Brathay tweet - if we have missed saying thank you to you, our apologies. We've never had so many tweets. Please know we are grateful to each and every one of you

We wanted to show our gratitude to those donating. We put in a lot of time outside normal office hours to try and respond to everyone on social media who were telling us they’d donated. We couldn’t manage it entirely – there was just too many messages – but we did as many as we could. We also tweeted general thank you messages to the running community who had organised special events.

Tweet thanking supporter for walking the 3.7 for Matt

We also published galleries of photos from our #RunforMatt events on Facebook, shared a few very short videos on Twitter including this one of the finish line which has had almost 1000 views and this one which has had almost 8000. We also put a selection of strong images on our Instagram account.

Brathay's instagram - image of a young man in a bright yellow t-shirt completing the run

Keeping up

Keeping up was tricky! We had five people from different parts of the charity working on this full-time, as well as many others involved to varying degrees. The extra hours put in by those involved ensured we responded in a way we were happy with. We discussed using an external agency to help with our social media response but in the end felt we could better maintain the appropriate tone by doing it ourselves.

Building new relationships

It’s early for us to fully understand the long-term effects and if we have developed lasting new relationships. However, more than 5000 of the 31,800 people who donated via JustGiving ticked that they wanted to hear from us. So we have emailed them updating them on the latest total and some of our thoughts about Matt’s legacy. They are now on our database, so will receive our regular updates.

We’ve also built relationships with those involved in the #MilesForMatt #RunForMatt campaigns and strengthened those held with local and national media. We gained a lot of new followers on social media. Of course, we know that the interest in us will inevitably wane for some people, but we hope that many will want to continue to hear from us, and understand what we do.

Brathay graphic explaining what they do

Matt’s legacy

The amount of money raised in Matt’s name is significant to us. We need to think carefully about how best to use it to ensure we have maximum impact on the lives of children and young people. We will consider both our charitable remit and the wishes of the Campbell family to ensure we have a fitting legacy to Matt focused on the development of resilient young people.

It is only a very short time since Matt‘s death and we need to respect that. While the total continues to rise, we are not in a position to finalise our plans but we are currently giving careful thought to the best way forward. We recently published a news story saying this. It is important for us to share an update saying that we are thinking carefully about how to use the money, rather than saying nothing. One of the ideas discussed to ensure we effectively communicate our plans is to have a dedicated page on our website, which will remember Matt and carry updates on what’s happening.

Some of our team were close to Matt. His death was clearly devastating for them and shocking for everyone at Brathay. I’ve been humbled by everyone’s resolution to ensure that we honoured our friend’s memory appropriately, and their huge efforts in coping brilliantly with the amazing response from the public. Colleagues attended the recent memorial service, and will continue our relationship with Matt’s family, who are great supporters of our work with children and young people.

10 top tips for responding to a crisis

  • Be prepared to put in the extra hours. It’s tough, but being part of the conversation at the times and in the places, where your supporters are, is essential.
  • It’s not about what you want to say – it’s about what your supporters/the public want to know. Try and look at the situation from their point of view.
  • Update regularly. Even if the situation is broadly un-changed.
  • Act even faster than you think at the outset! Any time you believe you’ve got will vanish.
  • Prioritise ruthlessly. Not just ‘today’ and ‘later’ but ‘right now’, ‘later this morning’, ‘before 3pm’ etc. If someone is missing deadlines, find a way to support the person who is struggling to keep up.
  • Relax the ‘whose job is it?’ rule. To get things done, use people’s skills if someone who would normally do something is already stretched.
  • Compare notes and meet regularly. Things change rapidly, and new, urgent, items come up fast.
  • Assemble a crisis team fast – even if you don’t need it, you can scale it down easily. Better to realise you’ve got too much resource than find you don’t have enough.
  • Remember to thank your team. They might look like they’re coping just fine, but situations like this are stressful for those involved. Reassure them they’re doing the right thing. It’s hard to know when you’re in the eye of the storm.
  • Make sure someone senior is part of the process. Even if they aren’t there all the time, having their support is invaluable to a team trying to cope with a stressful, and rapidly evolving, situation.

With huge thanks to Peter at Brathay for sharing his experience.

Further reading about crisis comms

Your top tips

Have you ever been in the middle of a crisis at your organisation? How did you identify it was a crisis rather than just a bad day? What worked or didn’t work? What top tips would you share? Please share in the comments.

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 – 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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