TWEETING FOR GOOD
How the Red Cross is Leveraging the Power of Social Media for Disaster Outreach & Response
I recently had a unique chance to let my inner marketing geek shine during a volunteer-led behind-the-scenes tour of the American Red Cross Dallas Fort-Worth’s Digital Operations Center (DigiDOC). This social media command center allows them to monitor social conversations before and during disasters to help anticipate disaster needs and connect more people with resources during an emergency. The Center was developed via a partnership with Dell Computers and is powered by Radian6, a SalesForce software that has been described as “Hootsuite on steroids,” that is used by more than half of Fortune 100 companies to monitor, analyze, and engage in social media conversations. The American Red Cross in Dallas Fort-Worth is the first chapter location to receive this technology outside of their national headquarters in Washington, D.C.