Ben Ayers

Last year we were all a Twitter with the myriad of ways in which social media could make life more interesting. Now, it seems, we are starting to discover ways in which social media can actually improve, and in some cases, save lives. 

I heard recently that the latest organisation to reap the benefits of social media tools is the Red Cross. A glance at the American Red Cross website confirms this. As one of the first NGOs to have a website and then adopt an online donation capability it seems only right that they are leading the way with the adoption of social media to enhance what they do. 

The following from their website should really be a mantra for every public and consumer facing organisation:

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.

It goes on:

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.

According to the US Red Cross, an average of 200 bloggers post about how their lives intersect with the organisation and they “read and learn from every conversation”. 

This is why you will find the Red Cross in the blogosphere (Red Cross Chat, Good News Blog, Red Cross Youth), on Flickr (American Red Cross photo pool), on You Tube, LinkedIn, Facebook and even the current social media darling Twitter. There are more details of how they are using social media tools here on the brilliant ReadWriteWeb. It’s also no surprise that the British Red Cross have adopted social media releases used by us at ITV and a growing number of organisations to communicate what they are up to. 

It’s great to see that the Red Cross have really adopted the principle of communicating in as many places and in as many ways possible. I hope other NGOs and charities follow their lead.