American Red Cross is Social Media Leader

When it comes to emergency preparedness with social media, I dare to say, the American Red Cross (ARC), is a pacesetting leader. My claim is based on the fact ARC uses social media comprehensively across all the phases of emergency management. With a quick browse around, I found out that ARC is using facebook, flickr, social vibe, youtube, linkedIn, twitter and blogging to get the word out.

First, it is hard to dispute the fact that ARC knows how to mobilize its base using social media. Few organizations in the field of emergency preparedness can boast of having over 1000 fans. ARC has 83, 018 fans as of today July 22, 2009. This is amazing because this is social capital at fingertips. It can be deployed for emergencies at short notice.

I see ARC ’s comprehensive use of social media as prove of the fact that the organization forward-thinking and values the people that work/volunteer for the organization.  The fact that ARC has a youth blog and social vibe is telling of the fact that the organization is not only well-informed, but also well positioned to embrace change while others are stagnating.

Arising Questions:

Is the investment in social media appropriate in multiple areas?

Yes, in my view, it is absolutely important because every single media tool has a particular demographic that uses it as a matter of preference. For example when ARC uses youth blog, I find that very insightful, because they want to reach the youth with a targeted message. This is crucial in public engagement.

Is it not a waste of time that could be put into volunteering?

No. Absolutely not. Social media can strengthen the organization ’s feedback loop through the commets that members provide and the fact that social me strengthen internal and external resiliencies of the team.

By going for multiple tools that focus on different groups, I think that ARC is doing an enviable job that soone or later other crisis management agencies will need their advice.

By Gideo F. For-mukwai,CEM

Emergency Management Trainer and Speaker

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Emergency Managers Slow in Adopting Social Media

I know why emergency managers are slow in adopting social media. It appears to be a battle between those who are moving with the wind of transformation versus those who are victims of the wind of stagnation. It is telling episode of something that I observed several years ago.
When I watch the hesitation and frustration of emergency and public safety authorities in embracing the new wind of change, I am reminded of some fierce battles I once observed growing up in Africa. It was a battle between those who love change versus those who love the choice to stay put.
In the 1970s, everyone in my village fetched water in large rounded gourds, popularly known out there as calabashes. In the 1980s plastic containers arrived. Most villagers resisted changing to the sturdier plastic containers to fetch water. They totally ignored the fact that plastic containers could last longer. In the 1990s, pipe-borne water arrived. More progressive villages started invested in pipe-borne water projects to enable everyone to have water in their homes.

My beleaguered village and couple of others resisted the adoption of pipe-borne water. They said, they did not want to see water pipes running through their homes. They argued that it was not possible for tiny little pipes to carry more water than plastic containers which they had finally adopted.
Today, for me, each time, I see emergency managers opposing the adoption of the social media, I am reminded of those old water battles. I am also reminded that human beings will resist change, no matter if the change is going to make their lives better.
One does not need to be a genius to realize that though the pipes are much smaller than large gourds and plastic containers, they carry way more water.Today, it does not take long to realize that although the social media is seemingly invincible like the water pipes, it brings tremendous power and capacity to shape the future of emergency communication.

Tell me what you think about this unfolding drama.
Gideon F. For-mukwai, CEM
Chief Preparedness Officer

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