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Giving the Public a Seat at Our Table: Social Engagement as an Agent of Organizational Change. The Fundamental Shift. Social sites are not another media channel A fundamental shift in the way people communicate Changing expectations from the public. Our Social Engagement Goals.
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Social Engagement as an Agent of Organizational Change
Social sites are not another media channel
A fundamental shift in the way people communicate
Changing expectations from the public
Carry out the organization’s mission online.
Give the public a seat at our operational table.
What is our mission?
What we do every day online
We listen to and interact with our stakeholders; volunteers, general public, politicians, donors (blood and financial), corporate sponsors and others who are interested in the Red Cross.
Interact with news outlets
Answer questions (tough ones, easy ones)
Answer pleas for help
Share Red Cross stories
Serve as a news source/Crowdsource
EXAMPLE FROM CHICAGOBREAKING NEWS< THE PHOTO WE POSTED ON FACEBOOK< TWITTER POST ETC>
EXAMPLE FROM ROY’S FIRE AND CHICAGO BREAKING NEWS
Insert your voice
Respond immediately (otherwise the phone/customer service line goes unanswered)
Make friends without asking for anything
Social Engagement and Disaster Relief
Visualizes information from social sites
Coordination center for social engagement with the public during disasters
Helps us better manage data so it will be useful for decision makers
Tweeting for Help
“Chicago Red Cross started preparing for the blizzard because we knew everyone would be talking about it. By following popular hashtags such as #snOMG, #ChicagoBlizzard, @snowmageddon, #snowpocalypse and #snoprah
Changing location of bulk distribution sites
Supplies were running out quickly
Circumstances beyond our control with various municipalities, delayed vehicles etc.
@SaminDispatch Twitter account, staffed 24-7 by volunteers
The Red Cross Shelter View app displays current shelter information from the National Shelter System.
Launched February 2011
Updated every 30 minutes
Shows detailed location of shelter and includes population count
One of iTunes top apps in August 2011
25,000 in August
LinkedIn – Jason D. Golden