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American Red Cross:
Small Changes Making Big Differences
organizations are always pressed for time,
budget, and resources. But their focus is
on fulfilling their mission, and their daily
efforts are dedicated to connecting and
supporting those that support them.
The American Red Cross is no different, and they’ve embraced the power of the social web to help
raise awareness, connect with their donor base, and understand how they can better support the
communities that they serve.
The American Red Cross is the nation’s premier emergency response organization. As part of a
worldwide movement that offers neutral humanitarian care to vulnerable people, the American Red
Cross distinguishes itself by also aiding victims of devastating natural disasters. Over the years, the
organization has expanded its services, always with the aim of preventing and relieving suffering.
Today, in addition to domestic disaster relief, the American Red Cross offers compassionate
services in five other areas: community services that help the needy; support and comfort for
military members and their families; the collection, processing, and distribution of lifesaving blood
and blood products; educational programs that promote health and safety; and international relief
and development programs.
Wendy Harman, Social Media Manager at the Red Cross, has been using and leveraging Radian6
to help her organization measure their outreach efforts, collect intelligence and feedback from their
community, and understand the issues that are important to their community.
“It wasn’t easy to adapt to social media monitoring, actually,” Harman says. Initially, the organization
was concerned with some negative comments that were being posted across the web, and they
were just using their monitoring capabilities to find and try to stem the negative tides.
But quickly, it became apparent to