How the Red Cross embraced social media

One communicator single-handedly conceived, created and implemented how the nonprofit uses social media nationwide

From a regional office in Birmingham, Ala., Ike Pigott revolutionized the way the American Red Cross communicates.

Before Pigott came along, social media was nonexistent at the Red Cross. But during his tenure, the nonprofit organization has created a network of blogging platforms to assist victims, volunteers and media during times of crisis.

Pigott’s story is a testament to how one communicator’s idea can lead to a national program—and a promotion. Here’s a look at why other communicators might want to follow in his footsteps.

It started with Katrina

When Hurricane Katrina struck, Pigott’s Red Cross Birmingham Chapter was inundated with calls from the media, victims of the storm and potential volunteers. “People were calling the Red Cross fax line in hopes of reaching someone,” Pigott told Ragan.com.