Social Media
Who says the Internet is only for young people? At age 126, the American Red Cross loves the Internet. The Red Cross was one of the first nonprofits to establish a Web site and one of the first to accept online donations. Now, the Red Cross is becoming a leader in adopting social media.
Adopt what? (A social media backgrounder and metaphor)
Any online space where people can interact with one another is considered part of the social web, or Web 2.0. Social media tools are easy-to-use platforms that allow people to connect online. Examples include blogs (Wordpress, Blogger), social networks (Facebook, MySpace), social bookmarking sites (del.icio.us), and video-sharing (YouTube) and photo-sharing (Flickr) sites.
These tools are not animate beings, but the process of adopting them is comparable to taking home a new baby or pet. As an individual, you may have already gone through the adoption process. We at the American Red Cross have made the decision to adopt as well.
We're learning about the new tools, introducing them into our work, and going through a period of adjustment that will hopefully segue into an ever-evolving, long-term relationship with them and, in turn, with you. We're hoping to stay in tune with you by meeting you where you're already spending your time online. We want to join your conversation.
Why are we doing this?
The Red Cross belongs to the American people. You fund it, you donate your blood, you prepare for and respond to disasters, you take and instruct first aid classes. You make the Red Cross what it is today, and you hold the keys to its future.
You probably think of the American Red Cross as a big organization, but if you peer behind the curtain you'll find a bunch of individuals working hard to help you, your family and friends prepare for, prevent and respond to life's emergencies. Social media tools allow us to connect with you on an individual basis at the place where your life intersects with our mission. It makes sense that we would explore these tools and join these conversations that are an important part of your daily life.
Every day, an average of 200 bloggers post about how their lives intersect with the Red Cross. We read and learn from every conversation. By adopting social media, we're making it easier for you to tell us how to make the Red Cross a better organization.
Where are you?
To date, we've established an official presence in the following spots:
- The blogosphere: Red Cross Chat, Good News Blog, Red Cross Youth
- Flickr: American Red Cross photo pool
- YouTube: American Red Cross channel
- LinkedIn: American Red Cross badge
- Facebook: American Red Cross Group and Cause
- Twitter: Red Cross disaster information
- Podcasts: A few small audio experiments
- I'm Making a Difference: i'm Initiative
At the American Red Cross, we're constantly looking for new ways to connect with you and provide services to you and your community more effectively and efficiently. Stay tuned.
