Learn It 9.3.3 Sharing Information and Building Community with Social Media

Organizations Sharing Information

So far, we have focused on external customers, but social media is useful for the people who work within the organization as well. A change in senior leadership, ownership, or other large non-product- or service-oriented announcement, might be best made over social media. In doing company business like this, organizations can reach both external and internal stakeholders.

Organizations using social media to share information is beneficial for several reasons:

  1. Immediate Reach: Social media allows companies to communicate news instantly to a wide audience, ensuring timely dissemination of information. This immediacy is important to address fast-moving situations or when dispelling rumors.

    When Silicon Valley Bank (SVB) was in danger of failing, the Federal Deposit Insurance Corporation (FDIC), took swift action to avert that disaster by guaranteeing all deposits and providing emergency funding. This was a situation that could have generated panic and undermined confidence in the U.S. banking system. SVC used social media to announce these developments to keep everyone informed.

  2. Engagement and Interaction: Unlike traditional media outlets, social media provides an interactive space. Stakeholders can ask questions, provide feedback, and engage in dialogue, creating a sense of community and belonging.

    The American Red Cross actively engages with its followers on Facebook, Twitter, and Instagram, responding to questions, sharing donation opportunities, and fostering a sense of community among its supporters.

    The image is an Instagram post by "americanredcross" encouraging users to share their best tips for donating blood. The main graphic features a box with the text: Text: "What’s your best tip for donating blood?" Input Field: "Type something..." Above the text is the American Red Cross logo. The background is a gradient of blue and green with wave-like patterns. The caption reads: "Drink plenty of water. Eat an iron-rich meal. These are the common best practices for donating blood, but we want to hear your pro tips! Share your best tip, whether it's for before, during or after donating blood." The hashtags included are: #DonateBlood #GiveBlood #DonatePlatelets #BloodDonor #PlateletDonor #DonateBloodSaveLives #GiveBloodSaveLives The post has 384 likes and was shared on April 3.
    View the American Red Cross Post on Instagram.

  3. Increased Visibility: Sharing news on social media can significantly enhance a company’s visibility. It allows for greater exposure, reaching not just stakeholders but also potential customers and employees, thereby aiding in marketing and recruitment efforts.

  4. Cost-Effectiveness: Compared to traditional channels of communication, social media is a cost-effective way to share news. It reduces the need for costly press releases or media events, making it accessible for organizations of all sizes.

  5. Versatility of Content: Social media supports various content formats, including text, images, videos, and live broadcasts. This versatility allows companies to present news in the most engaging way, tailored to the platform and its audience.

    The Cincinnati Zoo has a following of over 4.7 million people on Facebook alone. It shares educational information, information about events, and the many animal residents of the zoo. It also posts a variety of content including photos, graphics, and videos, and they host live events as well. A constant stream of such content keeps the organization in view of followers, encouraging conversation and donations. 

    This short video clip of a baby armadillo was viewed over 26 million times.

    You can view the baby armadillo video on Facebook and the transcript for “1-month-old three banded armadillo” here (opens in new window).


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