Why the Red Cross Launched a Facebook Page

August 27, 2009

In my opinion, too many nonprofit organizations have Facebook fan pages.

They were probably created because 1) everyone else was doing it 2) the technology was available or 3) someone with influence told them they needed to be on Facebook. The problem is they don’t know why they have a Facebook page.

At the American Red Cross of Greater Kansas City, we decided not to launch a Facebook page until we could tie it to our strategy. As marketing director, I did not want to naively launch a traditional 1.0 tactic using a new 2.0 tool. Though I’m a huge proponent of the social media revolution, I wanted to understand how a Facebook page would fit into the smorgasbord of all the communication tools available.

We had just redesigned our Web site (kcredcross.org) and I wanted our Facebook page to be complementary rather than redundant. Our Web site would continue to serve as a useful reference in the 1.0 world of broadcasting or pushing information, whereas our social media activities would hopefully spawn interaction, provoke conversation and ultimately engage members of our 2.0 community.

The strategy came into focus as I re-read Seth Godin’s book Tribes. The Red Cross Facebook page could become the place where our “tribe” would gather to share information and rally around a common cause. Read the rest of this entry »


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