1. TO: Jessica Piffero
FROM: Gerald Arneson and Kristina Flores
SUBJECT: Social Media Audit
DATE: September 30, 2015
As generations have changed over the years so has an organization’s ability to spread up
to date information to the public. Social media helps an organization develop a brand
can be beneficial if used in the right terms.
After analyzing your organizations Facebook and Twitter, it is obvious that the
organization has numerous strengths its content. The Red Cross has extensive content
to keep the community up-to-date with current disaster relief efforts throughout the
Central Valley and the rest of the country.
The American Red Cross does an amazing job using original hashtags for their content,
but could have used more real-time hashtags for current events in the community. It is
impressive to see the amount of up to date information that the Red Cross shares about
the recent fires. Not only did you spread information but also shared tools in order to
get help through the volunteers in order to stop this fire.
The Red Cross uses up to date original hashtags, although there could be more used in
each post that may be related to situations happening in present time. It was very
impressive to see the amount of up to date information about the fires recently
happening. Not only did they spread information but also shared information in helping
get the public interested in volunteering their time to help stop this fire.
The Red Cross social networks of choice are Facebook, Twitter and Instagram. Your
Facebook and Twitter are up to date daily with information for the community but Your
Instagram is lacking the amount of information that both Facebook and Twitter share.
You typically post one photo about every month on average, we would suggest every few
days to keep Instagramers as interested as they can be.

2. Looking at Facebook more thoroughly in relation to the strategy of posts, the frequency
in which posts happen may need to be tweaked. Specifically, on August 29th, 2015; the
Facebook posted about Hurricane Katrina and how they served numerous amount of
people during the time. Although the content in which the organization was good
content, the time showed about 4-5 posts all taking place at the same time. The posts
may have been better suited throughout the day as they may have filled up followers
timelines all at once in order to get a better communication to the public about what
they were doing to help with such a tragedy.
Another strength that The American Red Cross of the Central Valley has is the lack of
funding requests on their social media. It is very unbecoming of an organization to
constantly post for financial help on their social media and the Red Cross does a
wonderful job of posting original content not related to monetary funding.
In order for the organization to get more followers, it may be helpful to share posts from
local news channels on information that is related to the goals and objectives of the
organization. The second way for the organization to gain more followers on their social
media would be to have more of a presence in the community at local events. We have
worked for a non-profit organization and have attended numerous community events
and do not recall seeing a booth of representative for The American Red Cross of the
Central Valley. Although the Red Cross benefits from Taste of Riverpark, that is not
nearly enough networking to gain the following that they do need. With a limited staff
and an enormous amount of information and content to cover, more of a public
presence may increase the amount of followers on each of their social media outlets.
Knowing that posting information daily is extremely difficult for non-profit
organizations, I feel as though Red Cross could really benefit from the use of Hootsuite.
Hootsuite is a social media site that helps keep track of content that is necessary to the
public. It helps share content at the right time to the public with up-to-date information.
We think that the organization has enough information and programs in order to post
once a day, but when there is a serious event there should be no more than two or three
per day. Information is constantly changing and posting real-time information more
frequently can be concentrated on Twitter.
Negative feedback is not something we think the organization deals with often after
reading through some of the comments on posts. Most of the people who follow the non-
profit organization do not have anything negative to say and are thankful of the work
that the organization does. If there were any negative comments, we would just suggest
the non-profit organization directly message the commenter and see how they would be
able to resolve the issue. If the issue is resolved we would assume the commenter would
remove the post.
The source of content tends to be mostly original on the page. Only a few times does the
organization share a post from the Red Cross of America page. The content is mostly up-
to-date information about current events, safety information and hot topics.

3. The organization does a fantastic job of spreading information about its numerous areas
of involvement. Because of the recent fires there has been a lot of content covering the
fire, but prior to that you posted about veterans, safety information and training
programs. Most of this information includes a photo of some kind along with it and
these same pictures could be posted to its Instagram account with different copy as to
not cut and paste.
We think that evaluation of social media is crucial to the organization. We think
depending on the circumstances, once every two weeks would be a good amount of time
for evaluation. With events such as the fire lasting a lot longer than anyone would want,
most of the information would consist of those tragic events but afterwards and
evaluation of the direction you would like to continue would be extremely beneficial to
get back into a flow of information.