Marcus Webb, former global editor-in-chief of Time Out, which has over 10 million followers on Twitter, on how to turn 140 characters into charity cash.
DO post as much as you can
Unlike Facebook – whose algorithm will mask your content if it’s not being interacted with – Twitter is largely chronological so the more you post the more likely you’ll be seen.
DON’T forget the picture
Posts with images are much more prominent in your timeline and get increased retweets, likes and clicks.
DO consider using a Twitter management tool
Platforms such as Hootsuite – who offer non profit organisations up to 50% discount on social media solutions – can help you schedule posts so you can plan a week’s worth of Twitter action by Monday lunchtime and then forget about it. They also track mentions, interactions, tweets, lists and more so you can see what’s working.
DON’T buy followers
It’s not cool to pay people to come to your party and it’s exactly the same when it comes to spending cash to have hundreds of egg-iconed dummy accounts follow you on Twitter to make you look popular. People will see through it and you’ll look daft and undermine your cause.
DO involve businesses
Most major companies have social feeds they need to fill. So it might be a good idea to team up on a campaign. It can be as simple as asking some businesses to donate prizes to give away at fundraising events. Then when you publicise the events on Twitter, you namecheck the businesses – who will promptly spread their message to all their followers.
DON’T expect a retweet from the Twitterati
It’s unlikely that Beyoncé is going to bounce your appeal on to the Beyhive, no matter how many times you try. You can however work your way up the chain. Start with vocal supporters or patrons of your charity who may well retweet, and others are more likely to follow suit if it comes from them.
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