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American Red Cross Social Media Guidelines

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American Red Cross Social Media Guidelines

An excellent social media strategy created by the American Red Cross to encourage Red Cross staff and local chapters to participate in social media and helps them create a strategy for their particular chapter.

An excellent social media strategy created by the American Red Cross to encourage Red Cross staff and local chapters to participate in social media and helps them create a strategy for their particular chapter.

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American Red Cross Social Media Guidelines

  1. 1. introduction hi. welcome to American Red Cross social media.
  2. 2. introduction this guide is not just for communicators and marketers it’s for anyone who: spends time online and is a Red Crosser
  3. 3. introduction this guide will explain: our social media philosophy our national social media presence how to create your own social media presence
  4. 4. introduction what will I find here? social media best practices 12 steps to a successful social media presence a tool-by-tool tutorial * ACTION ITEM * easy steps you can take right now
  5. 5. step 1: get social media savvy first, though, if you’re not familiar with social media tools yet, please visit these spots to get started: social media glossary online communications guidelines for individual Red Crossers common craft
  6. 6. step 1: get social media savvy do I mix my personal and professional online presence? if you choose to talk about work, always disclose your position within the organization always follow our Fundamental Principles
  7. 7. step 1: get social media savvy personal social media use explore the tools you’d like to adopt by using them in your personal life first. follow the personal online communications guidelines
  8. 8. step 2: learn our philosophy philosophy: use social media tools to execute the mission. help people prevent, prepare for, and respond to emergencies with social media
  9. 9. step 2: learn our philosophy goal: to create an empowered online community of Red Cross supporters
  10. 10. step 3: listen people talk online about the American Red Cross an average of 400 times every day. we listen to every conversation
  11. 11. step 3: program listninglisten we respond to lots of the mentions we solve customer service problems, say thank you to donors, and encourage people passionate about our mission Red Cross rocks!
  12. 12. step 3: listen listening program we create a daily social media update email it contains the most relevant mentions of the day
  13. 13. step 3: listen listening program * ACTION ITEM * you can listen, too. send an email to socialmedia@usa.redcross.org subject line: please add me to social media update
  14. 14. step 4: engage with national we have a “home base” presence on facebook youtube flickr twitter ammado our own blog
  15. 15. step 4: engage with national here’s some of our official social media stuff Blog l Twitter l Facebook l DisasterNewsroom l Flickr l YouTube l Good2Gether l LinkedIn l SocialVibe l Ammado
  16. 16. step 4: engage with national join us! the best way to start understanding red cross social media is by engaging with our national presence
  17. 17. step 4: engage with national I’m a phlebotomist * ACTION ITEM * join us! I just saved a life I’m a lifeguard I’m a visit volunteer I’m O negative the next slides will show you other ways to engage I’m an ERV I’m a military driver mom coping with deployment
  18. 18. step 4: engage with national you’re invited visit subscribe comment contribute tell your Red Cross stories
  19. 19. step 4: engage with national * ACTION ITEM * join the Red Cross Flickr group submit your most excellent photos
  20. 20. step 4: engage with national youtube * ACTION ITEM * comment and share subscribe submit your videos
  21. 21. step 4: engage with national * ACTION ITEM * facebook join our group leave a comment
  22. 22. step 4: engage with national * ACTION ITEM * follow us talk to us by typing @redcross Note: @redcross is currently used to provide disaster services updates and preparedness tips
  23. 23. step 4: engage with national simple so far, right? it’s good to take baby steps and figure out what tools work best for you
  24. 24. step 4: engage with national * ACTION ITEM * use our content in your community you can share the content on our blog (click ) you can use the photos in our flickr stream you can use the videos we post to youtube you can retweet you can share items from our facebook page
  25. 25. step 5: learn from existing chapter social media join us! the best way to start exploring your own chapter presence is to study what’s working for other chapters, blood regions and individuals
  26. 26. step 5: learn from existing chapter social media the social media tools you choose to use should work together with your overall goals • piece of the puzzle and they should work well together to accomplish your online goals
  27. 27. step 5: learn from existing chapter social media find chapter / blood region social media projects find chapter/blood region blogs find chapter/blood region twitter accounts
  28. 28. step 6: evaluate organizational goals what’s your chapter’s strategic plan? what are your mission critical services? what are your PR goals?
  29. 29. step 6: evaluate organizational goals what’s your chapter’s strategic plan? you’ll need to have your organizational goals handy as you think about how you’ll use social media
  30. 30. step 7: create your social media strategy adopt a social media philosophy Social Media you are encouraged to follow our NHQ philosophy develop an elevator speech to quickly and easily explain what you’re up to online
  31. 31. step 7: create your social media strategy create your social media goals Write down what you hope to achieve. Analyze whether your goals make sense within your overall organizational goals
  32. 32. step 7: create your social media strategy create your social media strategy Write down the reasons your social media use will complement your organizational strategy Write down the types of content you’ll provide and the types of content you’ll solicit from your community
  33. 33. step 7: create your social media strategy create tactics What tools will you use? Write down the steps you’ll take to execute the strategy you just wrote How will you develop down. content? Write down who will be How often will you responsible for the update? various parts of executing the strategy. What steps will you take to reach your desired outcome?
  34. 34. step 8: choose your tools welcome to the meat of the 12 steps this section will examine 5 social media tools and give you best practices and technical guidelines
  35. 35. step 8: choose your tools welcome to the meat of the 12 steps you don’t have to use all of these tools or tips take baby steps and figure out what works for you
  36. 36. step 8: choose your tools welcome to the meat of the 12 steps don’t be afraid to try or to fail in social media, you learn by failing informatively
  37. 37. step 8: choose your tools welcome to the meat of the 12 steps this isn’t a comprehensive examination of social media tools – it’s just a few that we use if you are using different tools brilliantly, let us know!
  38. 38. tool #1 BLOGGING
  39. 39. step 8: choose your tools blogs check out what other chapters are doing many of your colleagues are breaking ground out there and there are lots of great examples
  40. 40. step 8: choose your tools blogs a few best practices can be found at: Oregon Trail Chapter St. Louis Chapter Chicago Chapter
  41. 41. step 8: choose your tools blogs *STRATEGY* decide if you have the capacity to regularly update a blog choose a handful of employees and volunteers who are eager to share their perspective
  42. 42. step 8: choose your tools blogs *STRATEGY* be creative - [example] engage your audience – invite readers to get involved [example] tell important stories [example] share your process – how your organization works [example] share successes and challenges
  43. 43. step 8: choose your tools blogs *STRATEGY* we encourage you to share each other’s content but… please properly attribute your content by stating where it came from and linking back to the original source
  44. 44. step 8: choose your tools blogs *STRATEGY* write short, action oriented posts link to interesting local news find your niche be a subject matter expert be conversational – write like you’d talk to your neighbor Resources: How to write an effective blog debbie weil NTEN beth kanter mashable chris brogan
  45. 45. step 8: choose your tools blogs our goal is to make it easy to spot official and trusted Red Cross social media spaces the next steps will be technical standards
  46. 46. step 8: choose your tools blogs *TECH SPECS* we recommend using the Wordpress blogging platform we recommend using the digg3 theme
  47. 47. step 8: choose your tools blogs *TECH SPECS* chapter blog naming your blog we know you want to be creative, but it is hard to distinguish and hard to remember lots of different blog names. keep it simple. call your blog a blog.
  48. 48. step 8: choose your tools blogs *TECH SPECS* your masthead you can show some creativity in your masthead, but please follow brand standards and include an image of your chapter lockup or otherwise clearly state the name of your chapter
  49. 49. step 8: choose your tools blogs for our national social media sites, we’ re using this branding developed by creative resources: we hope to be able to offer you localized versions of these images soon
  50. 50. step 8: choose your tools blogs worried about negative comments? don’t worry! people are far more passionate and interested in helping than you’d imagine if you’re worried, though, moderate your comments (sample language on next slide)
  51. 51. step 8: choose your tools blogs below is our lawyer-approved comment policy. feel free to use it as your own. Leave a Comment Remember, we encourage you to participate in this blog via comments. All viewpoints are welcome, but please be 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 may have to be a tiny bit patient in waiting to see them. We will review and post them as promptly as possible during regular business hours (Monday through Friday, 8:30 - 5:30).
  52. 52. step 8: choose your tools wondering how you’ll respond? start by disclosing who you are and what your relationship to the Red Cross is offer correct information about the problem, try to solve it, or ask the person to contact you
  53. 53. step 8: choose your tools follow this flow chart to determine how and when to respond to comments on your own spaces click for larger image
  54. 54. step 8: choose your tools blogs trolls and spam are inevitable, but a challenging question or comment can make a useful online discussion and, as with any questions you might have, feel free to consult the national social media team (Wendy Harman) to help.
  55. 55. tool #2 FACEBOOK
  56. 56. step 8: choose your tools facebook * ACTION ITEM * before you start a facebook presence for your chapter or blood region, it’s a good idea to: create a personal facebook profile spend time figuring out how the platform works learn the culture of facebook Resource: how to set up a facebook profile
  57. 57. step 8: choose your tools remember me? I facebook called you 4 eyes when we were 4 we recommend this action not because we’re forcing you to friend people you haven’t seen since pre-school, but because it’s important to understand these elements before you can figure out how to be effective with a chapter or blood region presence.
  58. 58. step 8: choose your tools plus, you’ll need a facebook profile in order to create a facebook page or cause for your chapter or blood region sample facebook profile Resource: social networking in plain english
  59. 59. step 8: choose your tools facebook * GOAL * there are 200 million people on facebook, making it a prime location to offer services within our mission. provide info to help people prevent, prepare for, and respond to emergencies mobilize our existing volunteers inspire new volunteers and donors provide an engagement point for supporters. resource: newbie’s guide to facebook
  60. 60. step 8: choose your tools facebook * STRATEGY * remember that we’re a 501(c)(3) organization, so you must not join any political or religious advocacy groups please follow our fundamental principles
  61. 61. step 8: choose your tools facebook * STRATEGY * we are often part of official facebook rollouts and corporate voting contests in this space these initiatives bring in significant donations, so please support them when they arise keep an eye on CrossConnection to find out about opportunities
  62. 62. step 8: choose your tools facebook * STRATEGY * you can create a page and/or cause(s) for your chapter or blood region we’ll talk about pages and causes individually
  63. 63. step 8: choose your tools facebook pages facebook pages act a lot like personal profiles. you can make friends you can update your status you can upload videos, photos, and articles you can create events
  64. 64. step 8: choose your tools here’s an example of a facebook page: create a page
  65. 65. step 8: choose your tools facebook pages *STRATEGY* are you ready for a facebook page? is your local audience on facebook? do you have the time to update your page with valuable content? do you have the capacity or desire to interact with your fans on a daily basis here?
  66. 66. step 8: choose your tools facebook pages *STRATEGY* can you offer local content focused on your local stakeholders? do you have a clear goal in mind that facebook will help you achieve?
  67. 67. step 8: choose your tools facebook pages *STRATEGY* if you can’t answer yes to all of the previous questions: please join and participate in our national facebook page please tell your stakeholders to do the same
  68. 68. step 8: choose your tools facebook pages *TECH SPECS* if you are ready for a facebook page, please adhere to the following technical specs: your profile name should clearly reflect your chapter/blood service name your profile image should be your chapter lockup or local blood region logo send the link to your page to national so we can promote you
  69. 69. step 8: choose your tools facebook pages what if people leave mean or negative comments on our page? have someone dedicated to checking your page at least once/day if the comments are constructive, use the opportunity to engage the commenter in a discussion – you both might learn something! if the comment is not constructive, you can remove it
  70. 70. step 8: choose your tools facebook causes causes are basically online fundraisers they probably won’t raise a ton of $$ for you (but maybe they will!), but they can be an effective activating tool
  71. 71. step 8: choose your tools facebook causes you can set up multiple causes for your campaigns or current issues since we all share a single EIN number, all causes you create will benefit the American National Red Cross we are working on a way to credit your chapter for funds your causes raise
  72. 72. step 8: choose your tools facebook causes how to create an effective cause get the name right the name of your cause should use an active verb and grab attention for example: Fight the malaria bite!
  73. 73. step 8: choose your tools facebook causes how to create an effective cause turn your cause into a campaign set an achievable goal and find a creative way to engage people to invite their friends
  74. 74. step 8: choose your tools facebook causes how to create an effective cause you can host short-term causes you can always have a new cause up that includes a new action item and a new goal
  75. 75. step 8: choose your tools facebook causes how to create an effective cause consider offering an incentive you might offer a drawing to attend a free CPR class for all donors you might also explore establishing matching donations
  76. 76. step 8: choose your tools facebook causes how to create an effective cause use the announcements feature to keep cause members informed always send new info keep it short
  77. 77. step 8: choose your tools facebook causes how to create an effective cause engage your super users keep them encouraged and acknowledge their hard work
  78. 78. step 8: choose your tools facebook causes how to create an effective cause don’t be afraid to try if one idea doesn’t work too well, shut it down and try a new idea!
  79. 79. step 8: choose your tools facebook causes what if people leave mean or negative comments on our cause? have someone dedicated to checking your causes at least once/day if the comments are constructive, use the opportunity to engage the commenter in a discussion – you both might learn something! if the comment is not constructive, you can remove it Resource: Air Force Comment Assessment
  80. 80. tool #3 FLICKR
  81. 81. step 8: choose your tools flickr flickr lets your chapter/blood region store and share your photos online
  82. 82. step 8: choose your tools flickr signing up for flickr upload your photos to your computer go to http://www.flickr.com click “sign up” register using your chapter/blood region name click on “upload photos” find the photos you want to share on your hard drive tag your photos with keywords that describe them
  83. 83. step 8: choose your tools flickr creating a flickr group sign in to http://www.flickr.com click “groups” click “create a new group” follow the step-by-step guide to create a group for your needs
  84. 84. step 8: choose your tools flickr adding your photos to a flickr group sign in to http://www.flickr.com go to your group’s URL click “join this group” go back to your photos click on the photo you wish to add to the group on top of your photo, click “send to group” Your group name will show up in a pop-up window Click your group name and add your photo
  85. 85. step 8: choose your tools flickr what are the rules? profile image account name use your chapter lockup choose a username or other image clearly that clearly states who identifying your location you are and name
  86. 86. step 8: choose your tools flickr what if people leave mean or negative comments on your photos? have someone dedicated to checking your photos at least once/day if the comments are constructive, use the opportunity to engage the commenter in a discussion – you both might learn something! if the comment is not constructive, you can remove it
  87. 87. step 8: choose your tools flickr frequently asked question: do I need a photo release for photos I place on flickr? we want you to tell the Red Cross story visually, but also want you to respect the dignity and privacy of the people we help. if you can see the faces of clients in a photo, you must obtain a signed photo release before posting your photos on a web site of any kind. if you take photos at events or if people aren’t easily recognizable, you won’t need releases. also, never trespass on private property to take photos.
  88. 88. tool #4 YOUTUBE
  89. 89. step 8: choose your tools youtube is youtube right for you? watch this! •
  90. 90. step 8: choose your tools youtube what are the rules? profile image account name use your chapter lockup choose a username or other image clearly that clearly states who identifying your location you are and name
  91. 91. step 8: choose your tools youtube what if people leave mean or negative comments on your photos? have someone dedicated to checking your videos at least once/day if the comments are constructive, use the opportunity to engage the commenter in a discussion – you both might learn something! if the comment is not constructive, you can remove it
  92. 92. tool #5 TWITTER
  93. 93. step 8: choose your tools twitter twitter asks one question, "What are you doing?" answers must be under 140 characters in length and can be sent via mobile texting, instant message, or the web.
  94. 94. step 8: choose your tools twitter before you start a twitter presence for your Red Cross unit, it’s a good idea to: create a personal twitter account spend time figuring out how the platform works learn the culture of twitter
  95. 95. step 8: choose your tools twitter is twitter right for my Red Cross unit? Do you have at least 1 person to tweet every day? Offer mission- based value to your local supporters Have you read this article?
  96. 96. step 8: choose your tools twitter what works on twitter? valuable accessibility information sharing action items
  97. 97. step 8: choose your tools twitter best practice examples from the field Santa Barbara Red Cross Tampa Bay Red Cross
  98. 98. step 8: choose your tools twitter best practice examples from the field You can see all your fellow Red Cross units who are Tweeting at http://blog.redcross.org/Twitter
  99. 99. step 8: choose your tools twitter what are the rules? profile image account name page design use your chapter lockup choose a username please follow brand or other image clearly that clearly states who standards identifying your location you are and name
  100. 100. step 9: let us know what you’re up to take a breath! you’ve done a lot of hard work ial media goals to org goals he right tools for you a strategy now, you’re ready to tell us at national what you’re up to!
  101. 101. step 9: let us know what you’re up to Tell us by emailing socialmedia@usa.redcross.org strategy tools links
  102. 102. step 10:implement your plan a little less Now that conversation you’ve done all and a little this more action planning, you’re ready for… it’s time to implement!
  103. 103. step 10:implement your plan create a short term and long term implementation plan tell your local supporters what you’re up to link to your social media activities from your web site
  104. 104. step 11: measure your successes and challenges what’s your ROI? give me an R! what are your expected results? give me an I! what’s your investment?
  105. 105. step 11: measure your successes and challenges define the metrics what do you want to become? what will how will you you count? impact your community?
  106. 106. step 11: measure your successes and challenges document your activities as you progress through steps 1-10 so you’ll have a baseline starting point to measure your impact and whether you’re achieving your goals.
  107. 107. step 11: measure your successes and challenges write down everything qualitative & quantitative
  108. 108. step 11: measure your successes and challenges evaluation give yourself time in the beginning to listen, learn, and adapt
  109. 109. step 12: send your links and measurement data you’re doing it! you’re really doing it! If you followed all of these steps, you’re well on your way to helping us bring the American Red Cross into the 21st century by serving our mission online and off. You’re helping us all empower an social media online movement of Red Cross rock star!! supporters.

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