While on vacation recently I had the chance to sail on San Diego Bay twice. Many interesting ships docked at the piers caught my eye, but one needed no introduction. Standing out among the grey vessels was a massive white ship bearing a familiar emblem. A symbol of hope for the past 100 years, a red cross on a white background has represented medical aid since the 1860s. Clara Barton founded the American Red Cross in the 1880s (one of several humanitarian aid organizations that use the universally recognized red cross symbol) and subsequent leadership has built the nonprofit's brand recognition through the years. By now, most Americans can identify the red cross and associate it with something compassionate: giving blood, hurricane relief, and necessities such as shelter and food. Even floating hospital ships, like the U.S. Navy's "Mercy" that I saw in San Diego, are familiar because we've been exposed to the symbol often.

Now, more than ever before, the things an organization stand for are easy to find out—just check their social media endeavors. Some charities and nonprofits may shrink from using social media because they are worried about direct interaction, or because they don't understand the fundamental change in communication that has taken place. The Red Cross, however, embraces it all willingly—Facebook, YouTube, Twitter, Flicker and a multipurpose blog are part of the organization's efforts.

Here's what I've appreciated while looking at the American Red Cross through a marketer's lens:

1. Content is recognized as the vehicle for engagement. At Balcom we often talk about blogs and why they are essential for search engine optimization. Yet content is really about connection with others once they have found your cause. What do I not know about the organization? Why should I care? The popularity of Google Reader and other RSS feeds demonstrate that people are willing to keep reading if an organization stays interesting. Articles, graphics and even suggestions on what to read (other blogs, media coverage, etc.) can be found on the Red Cross blog.
2. Readers and followers are invited to help solve the problem. Sometimes you just need to ask for help, and make it easy to follow through. The American Red Cross is one of the first organizations I heard about embracing mobile text giving. Their "Text 2 Help" program is active at any time (text REDCROSS to 90999 to give $10 to American Red Cross Disaster Relief), but full campaigns are utilized in large crisis situations such as the Japan (2011) and Haiti (2010) earthquakes. For some people, recognition for being a part of the solution is a motivator. When someone tweets that they donated blood, the Red Cross re-tweets them and also posts a recap called "Follow Your Blood Donors" on the blog. If you have a Facebook status that mentions the Red Cross, you just may end up as the "Status of the Day." Giving of yourself does not go unnoticed or unappreciated by the organization.
3. Fun and human interest are never pushed aside. The Red Cross' Twitter feed is clever, pithy, informative and encouraging. If a person's tweet is funny, they highlight it. If someone bruises a little after giving blood and tweets it, the Red Cross thanks them and acknowledges the pain. If they are excited, the Red Cross cheers them on. Giving should be a positive experience, even if it hurts a little.

The American Red Cross has found the right balance in social media, keeping its ship on course and yet making enough waves to keep us all interested.