• Embed Doc
  • Readcast
  • Collections
  • CommentGo Back
Download
 
Social Media Handbook for Local Red Cross Units
Introduction l Complete Handbook PDF [link to attached document titled2009.7.16SocialMediaHandbook.doc] l Handbook Powerpoint [embed pp from here:http://docs.google.com/present/view?id=df4n5v7k_99c7bp2xg9 
 
Social Media Handbook
Social MediaTools
Introduction
This handbook is meant for all Red Crossers interested in how social media can help us deliver our mission critical services.This information will
familiarize you
with our national social media philosophy,
invite you
to find, join, and participate in our national social media presence, and
guide you
in creating your ownlocal social media presence.You’ll find steps to adopting a social media strategy, best practices from your fellow Red Crossunits as well as from outside experts, and an explanation of various social media tools.We’ve included a powerpoint presentation for you to use however you’d like. Feel free to use thewhole thing, cut it up, and/or rearrange it. It’s meant to be a tool both for you to learn from and for you to teach others.We love building online communities using social media tools, but make no mistake, adopting asocial media strategy at your local unit is a significant commitment of your time both daily andlong term.We think it’s worth it, but plan accordingly!
Frequently Asked Questions
How do I balance my personal and professional lives online?
You need to determine your own comfort level in discussing work in your personalcommunications.If you choose to talk about your Red Cross work via your personal online accounts, pleasedisclose your relationship with the Red Cross and be responsible.Remember that the NHQ social media team will see all mentions of the Red Cross and maycontact you to praise your discussion, invite you to contribute to our corporate online spaces, or to give you guidance about how to talk about your work responsibly. Always follow our Fundamental Principles. 
 
Should I respond to comments or mentions I see on other blogs?
Your national social media team often responds to mentions you see in the NHQ daily socialmedia update. When needed, we seek the counsel of subject matter experts here and at thechapter level to help us get the right information to people talking about us. You are also welcometo respond to these mentions, but please let us know when you do. If the mention deals with a local chapter issue we consult with the chapter to decide if they want to respond directly or if theNHQ team should assist.
Should I use social media platforms to fundraise?
Many people enjoy social media communities simply because they are free from corporatemarketing machines. Our goal is to offer value in these spaces rather than to offer our marketingsolicitations. Social marketing/fundraising is a tricky beast so tread carefully here.Once you build an online community, offer tools that make it easy for your supporters to do thefundraising for you. For example, offer web banners and widgets that link to online fundraisingportals.Most successful social media fundraising events are hosted by individual supporters of theorganization they’re supporting. Be inspiring and make it easy for your individual donors to takeon a fun(draising) campaign.
What if people leave mean comments on our Red Cross blog, Facebook page, Twitter account, Flickr photos, etc?
If you’re following the guidelines and our philosophy, this won’t happen very often.Social Networking sites such as Facebook, MySpace, Flickr, and YouTube don’t currently allowyou to moderate comments before they’re published, so you will need someone dedicated tochecking in with your sites each day. If you receive a negative comment, evaluate whether it’sconstructive. If it is constructive, don’t be afraid to engage the person who left it. Even if you don’thave all the right answers, try to find them together. If the comment is not constructive and doesnot align with the fundamental principles, you can remove it.If you have a blog, you can usually moderate your comments before they’re published to your site. Again, if the comment is constructive you should use it as an opportunity to discuss, clear upthe misunderstanding, or otherwise work through whatever issue the person is having. If you’dlike to moderate your comments, you can use this lawyer-approved language:“Remember, we encourage you to comment on this blog. All viewpoints are welcome, but pleasebe constructive. We reserve the right to make editorial decisions regarding submitted comments,including but not limited to removal of comments. The comments are moderated, so you mayhave to be a tiny bit patient in waiting to see them. We will review and post them as promptly aspossible during regular business hours (Monday through Friday, 8:30 - 5:30).”
Contact
Please contact Wendy Harman, Manager of Social Media, with any inquiries, comments,suggestions, or questions.SocialMedia@usa.redcross.org
 
Listen to the Existing Conversation
Learn to Listen to the Existing Conversation
o
Daily Social Media Update
NHQ does most of the reputation management and listening for you
We read and respond to the 400+ daily mentions of the Red Cross onvarious blogs and social networking sites
We distribute a daily email that contains the most relevant mentions
ACTION ITEM:
Sign up to receive NHQ’s daily social media update via emailEmailsocialmedia@usa.redcross.orgSubject line: Please add me to the social media update list
Learn the Culture of Social Media
We recommend following these steps in sequential order when you’re first creating a strategy.After that, use this handbook and these steps as a reference when you adapt, expand, andsharpen your strategy.
Getting Familiar with Social Media
o
Get Social Media Savvy
Initiate personal social media use:
o
Explore the tools you’d like to adopt by using them in your personallife first. It’s easier to understand the culture behind tools likeFacebook and Twitter when you spend some time posting your ownpictures and experiences.
o
o
Resources
Participate in Our National Social Media Presence
Learn National’s Social Media Philosophy
o
Our Red Cross social media philosophy:
To use social media to execute the American Red Cross mission of helping people prevent, prepare for, and respond to emergencies
o
Our Red Cross social media goals:
To create an empowered online community of Red Cross supporters to:
o
Reenergize the brand
o
Raise awareness of our services and mission
o
Provide critical information to the public during emergencies
o
Engage our employees, volunteers, and supporters in a two wayconversation that enhances the mission
Engage and Participate in National Social Media Presence
o
Familiarize yourself with our national social media presence
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
You must be to leave a comment.
Submit
Characters: ...