I just came across the social media policy that Wendy Harman at the Red Cross has been hard at work creating, and it is too good of a document to not pass along. The purpose of the strategy is to encourage Red Cross staff and local chapters to participate in social media and helps them create a strategy for their particular chapter. The document outlines the goals and objectives that the Red Cross has from a national perspective and provides high level considerations for local chapters interested in creating a social media presence.
Overall, the organization of the content is excellent. The strategy is based on 12 steps:
- Getting Social Media Savvy – get familiar with social media tools and know how to merge a business and personal online presence.
- Learn the Our Philosophy – use social media tools to execute the Red Cross mission to create an empowered community of Red Cross supporters.
- Listen - Pay attention to the conversations that are already occurring and respond to them as appropriate.
- Engage with National – understand the Red Cross online presence from a national perspective, building credibility and leveraging tools for local chapters by sharing content and photos.
- Learn from Existing Chapter Social Media – study what’s working / not working for chapters who have an existing online presence.
- Evaluate Organizational Tools - make sure that the social media tool’s fit within the goals / objectives for the local chapter.
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