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.
- Create Your Social Media Strategy – define goals and objectives and make sure they align with the social media strategy.
- Choose Your Tools – establish an online presence through social media tools such as a blogging, Twitter, Facebook and YouTube.
- Let Us Know What You Are Up To – share the local chapter online presence with National for cross-promotional opportunities.
- Implement Your Plan – socialize the online presence to local supporters.
- Measure Your Successes and Challenges – create a baseline from previous local chapter activities as well as from what other local chapters have seen. Use that baseline to measure the success of your online presence.
- Send Your Links and Measurement Data – provide measurement information to the national Red Cross for recognition.