As an American, it is almost unheard of to not have heard of American Red Cross, one of our nation’s most popular nonprofit organizations. It is an organization designed to be of humanitarian aid and provide emergency disaster assistance. The American Red Cross is an organization with purpose and they utilize their social networking sources with purpose as well.
One thing that specifically stands out to me is their use of Facebook. They segment themselves to more successfully grasp their audience through making two separate pages: one page for the regular American Red Cross and one page for the youth of American Red Cross. Both pages do an excellent job of allowing users to connect with them and they both have consistent updates. The traffic and audience’s response to things posted on these pages differ. For example, the youth are much more active on tagging and writing on the wall for the Red Cross Youth page.
Furthermore, each American Red Cross office has their own group so those in the local area can connect more closely with the organization. Some of these offices also have their own Twitter pages. It is also impressive that they update all sources of social media regularly. Once subscribed, you will never forget nor be out of the loop on what the American Red Cross is doing.
Just like in business, the American Red Cross works their social media networking like a hierarchy system that works to their benefit and our convenience.