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March 14, 2011
Red Cross Redresses a Rogue Tweet
 
The Red Cross was subject to a hazard of social media – an inappropriate tweet that shouldn't have been "out there." Yet it kept its cool and provided a model response to what, in some minds, might have prompted the reaction: "What are we doing on social media?" That would be the wrong response, however understandable (for a few moments) when something like this occurs.

The Red Cross kept its cool, the second rule of crisis communication, after showing empathy for how a given communication might be received. Its winsome response turned the occasion into one for possible donations from the Dogfish Head ale website. Certainly the Red Cross needs to be embracing social media, and apparently recognizes that. Nice going, guys. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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