Communications is only a small part of that response and social media an even smaller part. Nevertheless – here are my observations:

Convergence is already happening

As soon as the extend of the destruction became clear, American Red Cross asked the public to donate 10 USD through text messages for the Haiti response. Within the first day AmCross collected 800,000 USD. After six days they had collected 21 million USD. Since the appeal was not only spread through social media but also through mass media, it is difficult to measure how big a part social media played. But I think that the effect was significant. Because unlike when seeing the message on tv or reading it in the paper, many users didn’t have to switch device to take action.

What I mean is this: Since many people in the US use Twitter on their mobile phones, and since the donations happened through text messages, very little effort was needed on their part. They received the call to action on the same device they needed to take action.

Ease of use taps donors’ wallets

Other Red Cross and Red Crescent Societies had similar text messaging programmes. But while these also raised money, none of them were as successful as AmCross’s. I’m convinced that the reason is primarily that mobile phone technology and internet use have converged more in the US than in other countries. (I’d be really interested in insights from Japan on this point)

NGOs and non-profits should take note of this development and design a mobile phone strategy as soon as possible, no matter where they are. (see also: “Time to get mobile“)  In the US it is already necessary, because donors will soon expect this level of ease of use when making a donation. And outside the US, organizations have a chance to be slightly ahead of the curve when convergence comes to their country.

Content rules

Investing in photography and videos pays off. The public and the media have an immense hunger of exclusive footage from the ground. In the first few days quality is not that important, but that quickly changes and the higher the quality to start with, the better. Because we had good content, we were able to pitch our photos to media and got noticed online.

1 million views on Flickr

Not the best photo in the world - but seen 70,000 times.

All photos in our Flickr set about the Haiti Earthquake combined generated over 1 million page views within 24 hours on January 14^th. It was highlighted by Yahoo! (which contributed the majority of impressions) but other media paid attention as well. In the first few days, BBC Online mentioned it on their live blog every time, we uploaded new images. We also got a substantial number of requests from media who wanted high-resolution versions of our Flickr photos.

Return on investment

As far as ROI is concerned I should mention that most visitors stayed within that set and did not click on other photos or through to our site. So while this was very successful to generate awareness, it did not generate substantial funds for us. However, since Flickr’s community guidelines  forbid actively asking for donations, there was no call to action under these pictures either – merely “Find out more at http://www.ifrc.org/haiti/ ”. And besides, our role as a Secretariat is primarily to highlight the work of National Societies – so for us that still is a success.

Quick and easy tools to help spread the message

We’ve also made our Flickr set available as an embeddable slide show and share the code on Facebook and with National Societies. I have no information whether this is being used a lot, but since it only took two minutes to set up I think it was worth it.

CNNireport: From online to on-air

Finally, we uploaded the photos to CNNireport, CNN‘s “citizen journalist“ portal. While this did not generate a lot of views online, CNN used a lot of these images on air.

Video: be creative

Video was – and is – much more challenging. Not only are videos more difficult to produce, there are also bandwidth issues. While photos could be sent from Haiti by mobile phone, there simply was no bandwidth to send high quality videos in the first few days. However, AmCross showed that simply having someone on camera who can talk intelligently about the situation on the ground can be enough – even if that person is far away: Tracy Reines, director of international response operations, did short video messages in the first few days in which she explained what the Red Cross was doing. Her first video was seen more than 200,000 times on YouTube. Unfortunately there was also an incredible amount of extremely racist and obnoxious comments which makes me believe that it might make sense to pre-censor comments.

3. Facebook, Digg and Reddit

We routinely post new content to our Facebook page, to Reddit and to Digg. We have never been able to generate much attention for our content on either Reddit or Digg, Facebook however was a surprise to me. It was surprising to me how little impact it had. Our stories on Haiti got pretty much the same amount of “likes”, comments and shares that most of our day to day stories get. I would have expected much more. Something I didn’t do – and maybe that was a mistake – is create an album with photos on Facebook, similar to what we did on Flickr. Maybe that would have worked better.

Crowdsourced mapping for Haiti.

4. Crowdsourced mapping

I actually want to do a separate post about this topic, because I find the crowdsourced maps that are available about Haiti extremely impressive. We haven’t been actively involved in this ourselves, but I think we have to find a way to include these resources at an operational level. For the time being, please take a look at: http://haiti.ushahidi.com/

5. What did your organization do / learn?

These are my first thoughts and experiences from a social media perspective. I’m currently on my way to Panama to assist our regional office with supporting our teams in Haiti. This will be general communications support – not social media specific – and I’m sure I’ll be too busy to blog once we have landed. But I’d love to hear from you: what your organization has done or learned about social media in emergencies. And even if I don’t have time to write, I’ll find the time to approve comments. So please share your knowledge!

P.s.: Actually I’ve been to Panama for four days now – but didn’t get around to posting this before today. It’s great to see how the Red Cross Red Crescent is doing everything to help the people in Haiti. And it’s a real privilege to be part of that team.

Related posts:

1. Slideshow for your blog: Red Cross Red Crescent photos from Haiti
2. Flickr for non-profits – 8 lessons learned
3. Haiti: behind the scenes of an earthquake relief operation

I’m referring specifically to Chrome OS, Google’s new operating system, and the announcement that Google would dump Google Gears, a service that makes it possible to use services like GoogleDocs offline. In both cases, Google emphasized the importance of cloud computing as opposed to working offline. The idea is that all data, i.e. your spread sheets, your documents, your photos, get stored on remote servers (a.k.a. “the cloud”) and none of it on your machine.

Has Google lost touch with reality?

For most people in the world "cloud computing" is simply not realistic. Photo: Rita Banerji

Cloud computing is a good idea if you live in an urban area in a first world country where wifi connections are ubiquitous and where many people are using computers as little more than terminals. But that’s simply not the case in most parts of the world. Earlier this year, I visited a youth camp in rural Italy. Short of getting on a Sat phone, there was no way to get online. And this was northern Italy, not northern Ethiopia!

Access to technology is key

I think that access to information technology is crucial and can make a real difference in many developing countries. But in most developing countries, internet access is really expensive. I am concerned that by requiring people to be online in order to do things that could be done offline, we are making it harder for the world’s poor to get access to this technology.

Some advantages

Of course cloud computing would have some potential advantages for people living in developing countries as well. If you write all your documents in internet cafes, you’ll use many different computers and being able to store everything at a central location is certainly helpful. Additionally, if you ever worked in a country where  electricity is fickle, you’ll certainly appreciate anything that saves your work automatically. But there is a difference between being able to access and save information online and being required to do so.

The risk: a widening technology gap

Obviously, cloud computing is still a long way off from replacing offline computing. I’m sure that OpenOffice will continue to be available, as will pirated copies of MS Office. But the fact that Google completely dismisses offline use twice within a year, worries me. I’m worried that Google will focus its energy exclusively on users who can afford to be online 24/7 and that this is where innovation will take place. If that happens, then it will become even harder for young people in developing countries to catch up.

Related posts:

1. “The Worldlog”: new blog catalogue for aid and development sites
2. Are Tweets records? Thoughts on Twitter and record keeping

Social media guidelines for IFRC staff

The International Red Cross Red Crescent Movement in general and the IFRC in particular are very complicated organism. So please let me explain a few things:

1. This is not your National Red Cross or Red Crescent Society

These are NOT the staff guidelines of the American Red Cross, the British Red Cross, the Turkish Red Crescent etc …

These are the social media guidelines of the “International Federation of Red Cross and Red Crescent Societies”. The IFRC is an organization where all 186 National Red Cross and Red Crescent Societies are members. It is not a headquarters  but a service provider to the National Societies who can take or leave what the IFRC produces. Some National Societies already have their own social media guidelines.

2. “Neutrality” and “Freedom of Speech”

How far you’ve gone always depends on where you are coming from.

I realize that the parts about “neutrality” and “keeping your manager in the loop” might sound very restrictive to some people, especially those from democratic countries.  But you have to keep two things in mind:

A, Our Code of Conduct says:

“[All staff shall] not publish any work (including writings, photographs, video footage, etc.) that has been produced in connection with, or that is related to, their assignment and functions with the Federation without prior approval of the Secretary General.”

This could easily have been used my management to shut people down who have their own blogs or use social media to talk about work. Instead we went exactly the opposite way and turned this (with the help of stakeholders who could make that decision) into “keep your boss in the loop”. This is a pretty big step.

B, The IFRC demands of its employees restraint when it comes to political controversies:

“[All staff shall] not publicly express any opinions on events connected with political affairs or engage in political activities that could reflect adversely on the impartiality, neutrality or independence of the Federation (…)”

This clause has been part of everyone’s employment contract for many years. Obviously it also has to apply online.

Coming from a country like Germany this initially felt like a pretty big violation of my rights as a citizen. But  for a lot of people in the field, being seen as coming from a neutral and impartial organization can literally be a life saver.  Many of them routinely have to work with very controversial people or even in war zones. How your organization, and the people working for your organization, are perceived might not only influence whether you have access to the vulnerable people you want help but it might also have very serious security implications.

3.Guidelines vs. policies

The role of guidelines within the IFRC is to give advice, not to set rules. Rules can only be set in policies which is why these social media staff guidelines contain no new rules. They merely look at existing policies within the organization (such as the code of conduct) and give guidance on how these should be interpreted in the context of social media. This was done in consultation with human resources, the legal department, the staff association, two directors, an undersecretary general and other stakeholders.

Changing policies on the other hand can be an extremely lengthy process. In some cases you might need approval from all 186 member National Societies and is a  process that can easily take two years. These guidelines on the other hand were completed in less than three months.

Why the social media guidelines matters

For the first time the IFRC is encouraging staff who are not professional communicators to actively and publicly talk about the organization and their work. The guidelines create clarity and reduce the risk of arbitrary repercussions – it’s definitely harder to shut someone up now than it was before.  On the other hand the guidelines also make clear what is unacceptable from an organizational point of view and that you might have to answer for what you write online.

Personally I hope that this document will start discussions within some National Societies about whether a top-down model for communication is still appropriate and I hope that this in turn will lead to the Red Cross Red Crescent Movement becoming more open. I realize that this is a big dream – but I hope that I have planted one of the seeds to make it happen.

Download the Social Media Staff Guidelines of the International Federation of Red Cross and Red Crescent Societies (IFRC); 8 pages (PDF)

Please leave a comment and tell me what you think!

Related posts:

1. Social media staff guidelines are being finalized
2. Haiti earthquake: The Red Cross Red Crescent social media response
3. Social Media toolkit for H1N1 (swine flu)

Customizable campaign

Because, even though all National Red Cross and Red Crescent Societies are part of the IFRC, they do want to have the logo of their National Society on the posters, ebadges etc. Since we are giving them the production files, the American Red Cross can now slap the AmCross logo on top of it and the Turkish Red Crescent can do the same with it’s logo, etc.. If you are thinking “Duh, why hasn’t this happened before?”, then I can only agree with you. But what can I say? It didn’t.

Now we will have to see whether this is something that National Societies will actually use. They are not expecting this kind of material from us, so we will have to see whether this will work immediately, whether it will take some time until they are used to getting these tools from us or whether they will continue to produce their own campaigns. We already have some positive feedback from some Societies, both rich and poor.

The campaign is very simple and includes posters, widgets, ebadges and a YouTube Video. Please share it.

Related posts:

1. Social media staff guidelines for the International Red Cross Red Crescent (IFRC)
2. Haiti earthquake: The Red Cross Red Crescent social media response
3. Flickr for non-profits – 8 lessons learned

What I like about it is that Rebecca Leaman doesn’t focus on the cool and trendy but on the workhorses that help to run any organization. Here is her list of categories:

• Accounting, Time-Tracking, Invoicing, Billing
• Fundraising Software, Online Payments, Donor Management
• Mailing List Management, Email Marketing, Newsletters
• Events Management, Registration, Scheduling
• Membership Management, Contact Management (CRM)
• Discussion Forums, Online Communities
• Website Builders, Blogs, Content Management (CMS)
• Website Analytics, Data Collection, Tracking Tools
• All-In-One Solutions for Non-Profits

Many of the products are US-focused which might make some parts of the list – I’m thinking of the fundraising tools in particular – unsuitable for nonprofits outside the United States. But I found many of my favourites in the list and definitely recommend bookmarlking it. You might not need this list this week or even this year – but next the time you are cursing <that software> you might want to go back to that list and see whether there isn’t a better alternative.

Related posts:

1. Six reasons why Seth Godin is wrong about non-profits
2. Book review: “Yes We Did” – Obama’s social media strategy
3. A website for Haiti Red Cross