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Last Updated: 8/06/2012
1
American Red Cross Social Engagement Team
Overview of work and frequently asked questions
Wendy Harman
(@wharman), Director of Social Engagement
Gloria Huang
(@riaglo), Senior Social Engagement Specialist
 Kristiana Almeida
(@mskristiana), Enterprise Community Specialist
 
Table of Contents
•
 Social Philosophy and Mission
•
 Red Cross Social Presences 
•
 Organizational Chart 
•
 Day-to-Day Operations 
•
 Local Chapter Community Engagement 
•
 Emergency Social Data 
•
 Digital Operations Center 
•
 Third Party Articles on Our Work 
Social Philosophy and Mission
Our social engagement team operates under one overarching philosophy: that we want toempower social media communities to execute the mission of the American Red Cross online. We want to provide valuable user-focused news and tools to help people:
•
Get help or give help in emergencies
•
Donate blood and get others to donate
•
Take health and safety courses and get others to enroll
•
Get prepared for disasters and encourage others to do soThe American Red Cross is currently seen as a national leader in social media and socialstrategy, but our current goals are centered on evolving and growing social engagementthroughout the organization. Simply put, social media must be part of the operational DNA of theRed Cross
–
across lines of service, blood regions, chapters and Service to the Armed Forcesstations. By doing this, we can continue to be a leader in this area and remain relevant to ourclients, donors, and other stakeholders.The social engagement team at Red Cross national headquarters aims to help every Red Crossline of business and every department better provide value to its clients. To that end, we provideeducation and guidance for employees, volunteers, business units, and executives across theenterprise.In summary, the guiding principle of our strategy is to provide valuable interactions within socialcommunities to empower our stakeholders so that they may help us carry out our mission. RedCross social engagement consists of thousands of interactions led by Red Cross employees andvolunteers throughout the entire enterprise. Our job is to oversee a strategy for this socialengagement that fosters an immense sense of community while helping people get help and givehelp online.
 
Last Updated: 8/06/2012
2
Red Cross Social Presences
•
 Red Cross Chat Blog 
•
 Disaster Online Newsroom 
•
 National American Red Cross Facebook Page 
•
 National American Red Cross Twitter Page 
•
 List of American Red Cross Chapters, Biomedical Regions, and other Red Crosssocieties on Twitter 
Organizational Chart
 
The social engagement team resides within the Communications Department of the AmericanRed Cross National Headquarters. The diagram above illustrates the direct chain of reporting thatconcerns the social engagement team.
Day-to-Day Operations
On any given day, the social engagement team at national headquarters performs several tasks:
•
 
Listening
– reading mentions of the Red Cross online through Radian6,a service that aggregates mentions across multiple online platforms and allows for sorting andgenerating reports
 
President/CEO
Gail McGovern
Chief Public Affairs Officer
 Suzy DeFrancis
 
Senior Vice President,Communications
Roger Lowe
Vice President,Public Relations
Laura Howe
Social EngagementTeam
 
 
Last Updated: 8/06/2012
3
•
 
Responding
– talking to people online, answering questions, encouraging conversationand helping route inquiries that need attention from different people across theorganization
•
 
Strategy
– developing and establishing the national social engagement strategy for theorganization
•
 
Internal support
 
o
Answering questions and giving guidance to members of local chapters whomanage Red Cross social accounts
o
Supporting national campaigns alongside other departments and lines ofbusiness.
•
 
Content creation
– Creating and gathering content for all national social sites andaccounts
•
 
Reporting
– daily social media update, monthly activity reports
Local Chapter Community Engagement
The national social engagement team provides a great deal of guidance for the local Red Crosschapters on the use of social tools and creating social engagement programs for localcommunities. Although we provide this guidance and oversight on social content and activities,our approach since the beginning has been to let local chapters freely explore the onlinecommunities in their service areas, giving them full control over the voice of their social mediaaccounts.Chapters are allowed their own Twitter accounts, Facebook pages, and blogs. The nationalsocial engagement team regularly interfaces with the network of chapters – Kristiana, ourEnterprise Community Specialist, is in fact completely focused on keeping in touch with thesechapters.A presentation at the 2011 Nonprofit Technology Conference in DC highlighted the American RedCross approach to the national headquarters/local chapter dynamic. It is a good source for moreinformation on this topic (see below for link).
For more information:
•
 Social Media Handbook for Red Cross Field Units 
•
 Online Personal Communications Guidelines 
•
 National Presence, Local Look: How the American Red Cross Succeeds in Social Mediawith the Help of Local Chapters 
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