Superstorm Sandy overwhelmed the American Red Cross with relief needs in 11 states. The Red Cross raised $254 million for relief efforts, spending $145 million immediately and reserving $109 million for long-term assistance. Social media played a key role in fundraising and communications, with two staff dedicated to managing Red Cross social media accounts. The Red Cross continues relief work and aims to support survivors until all donated funds are spent.

1. Superstorm Sandy,
Social Media & the
American Red Cross

2. Ruben Brown
Media Relations Specialist
Atlanta Red Cross
@AtlantaRedCross
Terri Thornton
Thornton Communications
@Ttho

3. October 29, 2012
“The Perfect
Storm”
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4. Three Months After Superstorm Sandy
Red Cross
Red Cross
Provided Relief
Provided Relief
in 11 States
in 11 States

6. Photos courtesy
Red Cross

7. $254 Million Raised
$254 Million Raised
$145 Spent
$145 Spent
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$109 Million for
$109 Million for
Long-Term Help
Long-Term Help

8. Two Social Media
People
in Red Cross Greater
NY Office

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10. Thanksgiving Wishes
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11. Sharable Content
 Photos
 Videos
 Information
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12. Relief Efforts
Continue

13. @Ttho’s Platforms & Tools

14. How We Got Here

15. 1. Carry out the organization’s mission online.
Bucking Antiquity
Bucking Antiquity
2. Grow our network of passionate supporters.
Haiti, HGC, Online Giving
Haiti, HGC, Online Giving
3. Give the public a seat at our operational
decision-making table.
Transparency
Transparency
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16. What changed with Haiti…
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17. We estimate that we touched nearly 2
million Haitians with a variety of relief and
recovery services since the earthquake
and we expect to support these survivors
in the years ahead until the last donated
dollar is spent.
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18. Hundreds of millions of liters of drinking water…
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19. Treatment for people in Red Cross field hospitals and mobile clinics..
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20. Staff dedicated to the relief effort.
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21. Before Haiti…
•
• Ability to text donations
existed before.
•
• The earthquake in Haiti
turned this capability into a
phenomenon.
•
• Prior to Haiti, the Red
Cross raised funds for
domestic disasters
through a program called
Text 2Help.
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23.  24 hour cable news social networking sites like FB and
Twitter, news of destruction in Haiti was available
everywhere.
 The “tweet” You can text Haiti to 90999 to donate $10
spread rapidly.
 From Jan. 12-14 there were 2.3 million tweets about
“Haiti” and the “Red Cross”, of which 59% were retweets.
 First Lady Michelle Obama and others filmed PSAs
urging people to text donations to the ARC.
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24. 
 Growing trend in U.S. and across the world in
disasters to use social media to seek help.

 More people using social media, mobile
technology and online news outlets in
emergencies.
1. Trying to learn about the disaster
2. Asking for help.
3. Sharing information about well-being with
family and friends.
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27. Dedicated Staff
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31.  In-depth training
on engagement
tactics
 Engagement
console training
 Group workflow
and reporting
system
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33. 
 Leadership interest in and acceptance of social data
reports during disasters

 Training developed for Red Cross employees and
volunteers

 20 trained staff members in various departments who can
use software to monitor and deal with day-to-day issues

 Hurricane Isaac:

 8 digital volunteers were trained and deployed
8 digital volunteers trained and deployed

 Reviewed 2,307 posts and responded to 364 posts
Reviewed posts and responded to 364 posts

 Provided services on the ground in 3 instances,directly as
Provided services on the ground in instances,directly as
result of social posts
result of social posts
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34. Download the Hurricane App
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35. Give through
Give through
••PayPal
PayPal
••iTunes
iTunes
••Google
Google
Checkout
Checkout
Text
Text
REDCROSS
REDCROSS
to 90999
to 90999
Visit
Visit
Call
Call
RedCross.org
RedCross.org
1-800-RED CROSS
1-800-RED CROSS

36. THANK YOU
redcross.org
@redcross
FB-American Red Cross
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