The charity was mentioned in 53% of online conversations about the UK’s 12 largest charities over the weekend. NSPCC came second on 13% and RNL on 12%.
The charity used the hashtag #teammacmillan to get the word out, which was promoted on Twitter.
Catriona Oldershaw, MD of Synthesio UK, said: “Macmillan managed to grab a lot of attention on social media due to the high level of engagement from its runners and their supporters. There was no single ‘buzz-generating’ moment, rather Macmillan’s success was down to a concerted social media push.”
Part of Macmillan’s digital policy is to encourage its staff to engage with social media, so the charity sent out a staff email to introduce hashtags and topics for discussion.
Macmillan’s digital engagement manager Eva Lake said: “This was an example of Team Macmillan come to life. It starts with the organisational culture and that then spreads further afield through social media and drip feeds down to our supporters. You can see tweets from our CEO, some directors, lots of staff; social media is not just our social media team. We introduced the #tweetyourfeet social media ask by recruiting Macmillan celebrity supporter Gareth Thomas to encourage the public to #tweetyourfeet during an appearance on Channel 5’s The Wright Stuff on Friday morning.”
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