ARC Social Media Handbook

The American Red Cross released this guide for not only its own good, but for the non-profit industry as a whole. In researching it's applicability to other non-profits, social media is now a developing crucial tool for organizations to maintain communication with their publics.

Developed by the ARC's Wendy Harman, its contents include guides to setting up accounts on Facebook, Twitter, Flickr, and blogging sites in order to develop a 'conversational' relationship with affiliates.



“It just seems like it’s human nature to reach out and be in touch with the people who support you – our donors, our supporters, our volunteers. We have to connect with these people in order to remain a viable organization.” –Wendy Harman

Harman is very credible for the contents of this guide. It is now being used to find new membership and continue the mission of the American Red Cross. It was interesting to find that this guidebook was created as a direct effect of Hurricane Katrina.

After Hurricane Katrina the ARC received a lot of negative feedback for its efforts in the crisis. Desperate to find new ways to make sure volunteers and affiliates new their concerns, even if negative, were being heard, she then went to social media.

Social media provides an environment to carry out discussion and even use constructive criticism. There are many uses these media have yet to even be discovered for, which is why this developing medium is so interesting.

Any person or organization can sign up to use these tools, and the hand book does step by step instruction in creating and implementing a social media strategy. If used correctly, targeted publics are communicated to and given an open opportunity to share as well. This advantage as compared to public service announcements on television is huge.

To conclude the handbook is available online in PDF and Powerpoint format. Any and all looking to form their own social media goals can use this as a viable source to guide and accomplish. I highly recommend it.