WE KICKED THE FLOOD IN THE FACE & MADE IT TWITTER

The Red River stimulated a flood media attention for Fargo and waves of community enthusiasm that impressed the planet. Volunteers’ unbridled commitment to defeating the flood ran so strong that it made The Forum’s front page “Fight or Flight?” challenge a rhetorical question. However, keeping volunteers requires keeping them informed. A new marketing strategy helped volunteers prevent what would’ve been perilous for other communities and here’s proof that creative communication can spark and sustain interest.

When the Red started rising, Kevin Tobosa and I created Facebook and Twitter groups that allowed the volunteer coordinating group First Link to provide volunteers actionable, real time information. When the city needed volunteers, network members received an email from First Link about where to go and what tasks they would perform. News of these groups spread like wildfire and over 6,000 volunteers joined.

We then added a popular and seemingly addictive weapon to our arsenal – text messages. These things typically cause calluses, but this time they engaged that "get out of the way, let's get the job done" attitude in thousands who got up and threw sandbags in valiantly successful effort to save Fargo. The text message service distributed the same information as the online groups, but didn’t require internet access, only a cell phone.  If you didn’t sign up for this service, you probably know someone in Fargo who did.

Next, we tapped the talents of Fargo communications expert Jason Spiess who owns three publications, operates three web sites and hosts two radio broadcasts that usually market homes. But Spiess helped save them during the flood by stacking sandbags and filling his sites and shows with announcements about our online response efforts. That generated even more interest, web site hits and network members.

These strategies won immense attention themselves. How? A press release that grabbed the eye of local and national media. Next thing you know, the Associated Press shows up, takes a picture of Kevin and writes a feature that was catapulted onto the internet and around the world. Google Fargo - Flood - Tobosa and you’ll get over 3,000 hits! Newspapers and radio stations interviewed us, links to the groups were posted on The Forum’s homepage and local media followed our footsteps by starting their own online networks and using our content.

When the Red began to recede, State Farm donated 2,000 free McDonald's cheeseburgers to honor volunteers and local radio station AM 1100 needed our help getting the word out.  So, we engaged the networks and made one last call.  Volunteers attended in droves and took down the burgers with as much courage as they stacked the bags.

I could go on and on about how our project attracted volunteers and expanded audiences, but you get the point. Countless other strategies can promote your interests and business, but engaging them effectively takes more than know what they are. Communication companies in Fargo can accomplish that and now you know which will serve you best.

A second crest is coming and we'll use these networks again.  Another flood will bring some challenges, but couple the die hard spirit of the volunteers, relentless service of the National Guard and repeated reputable service of public officials with an effective communication strategy and beating it will be a piece of cake.

See the press release HERE.