Use of Social Media During Disaster Response: A Case Study of the American Red Cross

• In Event: Social Media Communications in Critical Situations

Abstract

Strategic use of social media by a disaster-response organization has great potential to facilitate disaster preparedness/response and to manage relationships with key publics. This case study of disaster-related social media activities of the American Red Cross is based on in-depth interviews with members of the organization’s social media team. The purpose of the study is to provide a glimpse into the organization's practices and to yield insights on how the practices may impact stakeholders. Guided by relationship management theory, we sought to answer the following questions: 1) How does the American Red Cross use online social accounts in a disaster response? 2) To what extent do the social media practices facilitate relationship management with key stakeholders? Findings demonstrate the use of social media to facilitate two-way communication with internal and external publics; the emergence of new situations requiring response in a social media environment; the importance of connecting with audiences on an emotional level; and the challenges of cultivating "brand ambassadors" among internal stakeholders.

Authors

• Julianne Macie, U of North Carolina - Chapel Hill

• Maria Leonora (Nori) G. Comello, University of North Carolina - Chapel Hill