Tag Archives: crisis

Handling a social media faux pax

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I love this! Not the faux pax (actually, the faux pax is hilarious), but the brilliant way it was handled:

In February 2011, someone mistakenly tweeted from the American Red Cross account something that was meant to come from that person’s personal Twitter account. The tweet involved beer.

The American Red Cross said in their blog about the event:

We realized our honest mistake (the Tweeter was not drunk) and deleted the above Tweet. We all know that it’s impossible to really delete a tweet like this, so we acknowledged our mistake

And they acknowledged it with both a humorous tweet and this blog.

And here’s the kicker: the Twittersphere immediately embraced the mix-up and many pledged donations to the Red Cross! The beer brand that was named in the accidental tweet, as well as the micro brew community, jumped on board and further encouraged donations to the Red Cross.

Kudos to the American Red Cross for not putting together a crisis communications response committee, spending hours / days in meetings on developing a response strategy and then issuing formal apologies written in corporate-ease. No, instead, you handled it immediately, with humor and common sense, and knowing your supporters would do the same. You have cultivated meaningful relationships with the public and supporters for many years, and that cultivation paid off. That’s the kind of resilient, responsive, dynamic approach that will keep the American Red Cross around for another 130 or so years.

Other national organizations… they aren’t even reading this blog right now but, instead, are in a communications meeting to discuss if, perhaps, they might want to start posting to Facebook, or if, instead, they want to ban on use of such by their employees and volunteers – their fourth meeting about such in the last 12 months…

Red Cross – you are full of win!

What triggers humanitarian action?

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What constitutes humanitarian action, or triggers a humanitarian response? The obvious answers: a devastating natural event, like a flood or earthquake, or a devastating war, civil or otherwise, or a widespread illness outbreak, like HIV/AIDs.

But a staff member at ALNAP asks in a recent blog: what about urban violence? What about an ongoing cycle of violence that leaves local people and communities just as devastated and insecure as any of the aforementioned conditions that usually trigger a humanitarian response? What about, for instance, the unfolding violence in Rio de Janeiro, as government forces confront the drug gangs that have for years terrorized individuals and communities and wreaked havoc every bit as devastating as a series of tornados? (I realize a lot of people in the USA may not be aware of what’s happening in Rio right now, as its the violence in Mexico that dominates what little international news we get).

The author points out that, in such violent situations, large-scale involvement of international agencies would probably NOT be welcomed by local governments. But are there approaches from the humanitarian world that the local government and donors might undertake? He asks further:

How can humanitarian agencies engage with these issues, and maintain the flexibility to respond to needs in ways that are both principled and pragmatic, wherever they may arise? And how will programming need to change to ensure agencies provide timely and relevant assistance which delivers durable humanitarian outcomes in challenging urban contexts?

It’s a fascinating blog! If you are an aid or development worker, or a government person who might face such a situation, its worth your time to read.

(ALNAP is the Active Learning Network for Accountability and Performance in Humanitarian Action).