Advice From the Front Lines on Branding Via Social Media

The American Red Cross empowers its staff and volunteers to advance the brand via social networks by:

• drafting guidelines for discussing the organization online;
• developing guidelines that will help chapters establish official presences with proper guidelines; and
• giving internal training, e.g., a social media 101 class.

Harman added that staff at her organization create a daily "social-media update e-mail" that contains the most relevant mentions of the day, to keep anyone who wants to receive it aware of what's being said about the organization out there.

The organization empowers the public to talk about its work on social networks by making wikis and other easy-to-use tools available to them, offering a point of contact to help them, and building relationships with them on social networks.

The speakers shared the following tips for how to put your base of supporters to work for you and put your brand out there on social networks:

1. Don't assume they'll spread the word. Once you have established a relationship with individuals, be clear about what you want them to do, and ask them to do it.
2. Showcase the efforts of those who are spreading the word about your organization. This is more effective than your organization making a direct ask.
3. Make it easy for your network of supporters to spread the word correctly and without confusion or misunderstandings. Provide them with graphics, widgets, etc.
4. Thank those in your network frequently and personally for spreading the word on your behalf.