How the Red Cross’s Social-Media Team Copes With Disasters

On a normal day, Wendy Harman, director of social media at the American Red Cross, sees at least 1,500 references to her organization on Facebook, Twitter, and other social networks.

When a major disaster like the Japan earthquake happens, that number soars to 10,000 a day.

What’s her first step during a major disaster? “Update immediately, and listen more intently,” she says. In her role, Ms. Harman manages the official American Red Cross’s accounts on Twitter and Facebook.

Speaking at the Nonprofit Technology Network conference in Washington, Ms. Harman said that her social-media team is spread out across the country and has been well trained. For four weeks every year, staff members gather to learn lessons about social media and the use of Flip video cameras so they can provide a “voice and an eye on the ground” when disaster breaks, she says.

While the Red Cross is skilled in preparing for dealing with a natural disaster or other humanitarian problem, it still has trouble anticipating how people will use technology to give. For example, people were sending text donations and making online gifts for the Japanese earthquake and tsunami several hours before Red Cross executives made a decision to raise money for the disaster.

To help the organization with its social-media efforts, the Red Cross plans to start a project to seek digital volunteers. Staff members at the charity’s Washington headquarters would train the volunteers to help them take note of Red Cross mentions on social networks and produce reports summarizing what is happening.

During the heat of the Japan disaster, she says, it was hard for anyone to keep up with the mentions. She estimates about 50 social-media mentions for every 5 seconds. “It takes a lot to manage that and turn it into something,” she says.