Top charity use of trending news stories

Now, newsjacking has been around for ages and charities have been taking advantage of trending hashtags, or news, in both good and bad ways – mostly good.

Recently, I’ve noticed one charity that seems to have nailed it.

They have clearly thought their key messages through and they are reaping the benefits – their latest one, which focussed on the news story that skinny jeans could be bad for your health (oh dear, Hipsters) had 74 Retweets.

So who is it?

Here’s one for National Kissing Day.

But best of all? These ones for Game of Thrones.

I think these are wonderful examples of how to take advantage of trending hashtags, in a meaningful way. Have you spotted any others?

News Feed FYI: Taking Into Account Time Spent on Stories

This is a great move by Facebook, however I wonder how it will be measured in Insights? Time spent on post as an average?

Facebook Newsroom

By Ansha Yu, Software Engineer and Sami Tas, Software Engineer

The goal of News Feed is to show you the content that matters to you. The actions people take on Facebook—liking, commenting or sharing a post—are historically some of the main factors we’ve considered to determine what to show at the top of your News Feed. But these factors don’t always tell us the whole story of what is most meaningful to you. Recently, as part of our ongoing effort to improve News Feed, we asked people to rate their experience and tell us how we can improve the content they see when they check Facebook.

From this research, we learned that in many cases, just because someone didn’t like, comment or share a story in their News Feed doesn’t mean it wasn’t meaningful to them. There are times when, for example, people want to see information about…

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Five top tips for building online communities

Today I delivered training for Media Trust on Building Online Communities to a number of charities. The training was really interactive and it was wonderful to have delegates that were enthusiastic, confident and happy to share their own experiences and tips.

We covered a lot of topics but I wanted to share five top tips for helping to build and engage a community. They are:

1. Experiment with posting times

Have you looked at your Facebook Insights to see when the people who Like your page are most active? You might be surprised… if your target audience are parents, for example, then experiment with posting at 8 or 9pm. This is when the kids have gone to bed and parents finally have a chance to sit down and check Facebook.

2. Think ‘mobile’ first

As of March 31, 2015 there were 1.25 billion mobile monthly active Facebook users. So when you’re creating your post, make sure the first two sentences have your call to action or conveys what you want people to take away. Chances are if your post is too long for mobile, most people won’t click to read more.

3. Keep the conversation on your cause

If you are going to make use of trending news stories or trending hashtags, make sure they are still relevant to your cause. If you can’t think of a way to tie in your charity’s work/values/mission to a trending hashtag – don’t do it. Here are some good examples (and one bad) of ‘newsjacking’.

4. Keep it real

Real people, real stories and authentic images. People love human interest stories and hearing about other people’s experiences so why not showcase them? Avoid stock images and use real people – photos of smiling, happy faces get the most engagement. Try it!

5. Always say ‘thank you’

This could be literally – as in thanking fundraisers on your social media channels or thanking volunteers but it is also about thanking those who engage with you. And that could mean something as simple as liking their comment on your post or replying to it. With Twitter this could be Retweeting, favouriting or replying with an @mention. If someone has taken the time to engage then they should be acknowledged. This means they are also more likely to comment, Like or share your content again.

Got any other tips you’d like to share? Leave a comment or tweet me at @LondonKirsty