The business to consumer case study that I have chosen for this exercise is the Canadian Red Cross. I have been following this non-governmental organization for the past few weeks for personal reasons and I have been very impressed with their use of social media and how they use various applications to engage their audience.
Earlier this week the Canadian Red Cross put out a teaser on Facebook around 9:00am for their followers which read: “Fascinating look at the role of technology in delivering humanitarian aid and move on the digital divide.” Below this post was a link to a you tube video. A short time later a similar tweet with the same description and it also included a link to the same you tube video. After a quick search I discovered the Canadian Red Cross, (CRC) maintain a blog on word press which also included a short explanation of the you tube video along with a question for readers which could be answered by going to the International Committee of the Red Cross (commonly referred to as the ICRC), website. And as one might expect, all of this information could be found on the landing page of the Canadian Red Cross’ own website.
A couple of weeks ago the CRC was promoting interviews with a delegate who has just returned from the middle east following a short study or the Syrian refugee crisis. The delegate’s story and his report was featured in the Ottawa Citizen with a mention of a noon time web chat. That same web chat was also promoted on both twitter and Facebook. The teaser included questions that audience participants would like to see addressed in the web chat. This was a very effective tool in getting readers to engage, provide input to an upcoming event and for the CRC to show its audience that it was listening and implementing their suggestions.
The CRC uses various tools within social media very effectively and they have proven that their communicators know how to use these tools effectively. I will continue to monitor the CRC for both personal reasons and to see how their social media strategy adapts to the changing communications environment.