It starts with listening

How can a really big, diverse organization “turn the ship” toward a meaningful and intentional social media strategy? The American Red Cross started by simply listening.

“Perhaps the biggest benefit and unexpected outcome of engaging in social media through listening first is that the Red Cross drove internal adoption of social media. Wendy says people are no longer afraid of negative comments or posts. “The opposite of hate is indifference, if someone bothers to post a negative comment it means they care.” Negative comments are now viewed by the organization as an opportunity to educate and improve what they are doing.”

You can learn more about the Red Cross philosophy for social media outreach here.