The New 9-1-1: How the Red Cross Uses Social Media in Disaster Response

by Ryan Wilcox, volunteer contributor

When you need help, whom do you call? Do you use social media to tell your friends when you have a problem?


According to a study conducted by the American Red Cross in 2012, more Americans are using social media in emergencies than ever before. In fact, mobile apps and social media are tied as the fourth most popular source of information during a disaster.

A Milestone

In response to this shift in the public’s use of technology, Red Cross DFW partnered with Dell to open a Digital Operations Center in 2014. The first of its kind outside Washington D.C., the DigiDOC has improved our ability to listen, and respond quickly. It’s modeled after Dell’s state-of-the-art Social Media Listening Command Center, and employs Radian6, a social listening and management tool.

In honor of the anniversary, we hosted a collection of staff, volunteers and communications professionals from local businesses for a tour. As a volunteer myself, I found the presentation impressive. It offered an up close look at the social strategy of the Red Cross, as well as a behind-the-curtain view of the DigiDOC.

Mona Charif, VP of Marketing and Communications for Dell Services, was the keynote speaker. “It’s the new 9-1-1,” Charif said when discussing social media’s role in crisis situations.

In 2015, the expectation is to be able to post something on a personal social media account, and receive help quickly — 76% expect help to arrive within three hours. This new expectation has led to a shift in the way relief agencies respond to disasters.

Social Strategy and Impact

Anita Foster, Regional Chief Communications Officer for Red Cross North Texas region, led the group up to the DigiDOC to conclude the tour. It is a mix of HD displays, maps and social media analytics; and provides a detailed look at all social media activity related to weather events. The American Red Cross gets over 4,000 mentions per day, and the DigiDOC helps our digital team stay on top of it all.

It’s an amazing time to be a volunteer. You can be an advocate, and make a measurable difference, using only your smartphone.

We use digital volunteers, or #DigiVols, to monitor and respond to requests for help, and information. Our team provides action steps you can use to get help quickly. We also thank our supporters, because even a donation of a pint of blood saves three lives. It all makes a difference.

Here's an example of this strategy in action:

We’re excited about the new ways social media is being used in disaster response. Have you received help from the Red Cross on social media?

Tell us about it in the comments, or on Twitter @RedCrossDFW.

Be a #RedCrosser

You can help the digital team fulfill our mission.

Do you think you would be a good digital volunteer? Our digital volunteers play a key role in disaster response, listening to social media to provide helpful information, or just a simple thank you. Go to RedCross.org/DFW to get started.

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Red Cross Launches Emergency Appeal for Money and Blood

The recent winter storms in North Texas have taken their toll. In a short four day period, the American Red Cross-Dallas Area Chapter responded to 18 residential structure fires, opened four shelters, one warming center and delivered supplies by the hundreds to the Greyhound bus station. When the sun finally broke through, the loss to the organization was apparent. More than $22,000, nearly half of the monthly budget for disaster assistance at the Dallas chapter, was distributed in four days. And a shocking total of 155 people found themselves depending on the Red Cross for help.

While the volunteers in disaster services were busy responding to dire needs from home and apartment fires, the polar opposite was happening in the Red Cross Blood Services unit. Due to unsafe roadways, blood drives in Dallas/Fort Worth were cancelled for an unprecedented four days. That, combined with the catastrophic winter weather nation-wide, has created a state of emergency. In total, the agency is down by 28,000 pints of blood. A unit of blood can save up to three lives.

In a rare move, the American Red Cross in Dallas, Texas has issued an emergency appeal for financial and blood donations in order to replace the supply that has been deleted.

“We need money to respond to disasters, and we need blood to save lives”, said Cheryl Sutterfield-Jones, chief executive officer, American Red Cross-Dallas Area Chapter. “So we’re urging our community to take action this week. You want your Red Cross to be able to respond on a moment’s notice, and we can only do that with fully stocked shelves in our blood unit and in our disaster relief warehouse”.

To make a financial donation to the American Red Cross, go to www.redcrossdallas.org, text the word REDCROSS to 90999 to donate $10 or call 214-678-4800.

To make a life-saving blood donation, go to www.redcrossblood.org or call 1-800-REDCROSS.

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When a writer, kids and preparedness collide...

Ladies and gentlemen, I am pleased to announce that your kids can be prepared! In fact, one writer, who has previously written the "H is for Hope" children's books in the past, has recently released, "What You Should Do in an Emergency."

It teaches kids basic CPR, the heimlich maneuver, fire safety, sun safety and pool safety.

Yes parents, I know you are already frantically checking amazon.com but the book has not made it there yet. You, preparedness maniacs, are some of the first in the loop.

As suggested, after your child reads the book they should definitely run down to your local American Red Cross and take a class.

Not too shabby, huh?

Just wait, maybe I'll get up the gumption to write my own... and sell it out of the back of my car. You never know.

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Preparedness Tip of the Week - Ice, Ice Baby!

Last week we learned we need to pick a place to go to in case of a disaster in your area. What could we have for this week?

Pick a person!

In case of a disaster or if you are injured or there is a disaster, pick an emergency contact - one nearby and one out of the area. Does it sound familiar?

Let that person know they are the emergency contact for your family and pass their information along to your family members. In fact, go ahead and have them enter the information in their phone... just in case.

For the nearby emergency contact, I have an extra special treat. First responders, such as paramedics, firefighters and police officers recommend that you add your emergency contact as ICE, ie. in case of emergency, in your phonebook.

If something were to happen to you and you are unconscious when paramedics arrive, they automatically check your phone for your emergency contact information. Imagine having to look through tens, maybe hundreds of numbers trying to find your emergency contact. It can be daunting.

You are one step closer to preparedness perfection! Now a kick back to one of my favorite one-hit wonders.

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