Executive Summary Communication in organizations, whether internal or external, plays a significant part in the progress of an organization with respect to relaying of crucial messages that determines the organization’s position in terms of relevance in the industry/market in which it operates in (Coyle & Meier 2009 142). Whether for-profit or not-for-profit, all organizations aim to transfer messages (and get feedback) internally and externally so as to help them realize their goals. In this report, we aim to investigate some of the key issues facing managers when communicating in writing (Bovee & Thill 2010 56). This study is however mostly inclined towards the use of social media and its effectiveness in reaching the target audience. The use of social media is quite cheap and effective making it a quite common and preferable way by which organizations can reach a lot of individuals at the same time. This report focuses on a particular organization which is: Australian Red Cross. The methods of investigation which will give us a deeper insight into their use of social media to reach their audience will range from reading of books and journals which has such information and even interviews carried out on their members; to reading of blogs which contain information (or rather, feedback) from the audience commenting on their experiences of communication via social media (Coyle & Meier 2009 56). The investigations provided evidence that the use of social media by the Australian Red Cross was highly efficient in reaching their audience effectively. Moreover, through social media, the Australian Red Cross can reach a very wide range of audience. “A strong advocate for the role of digital technologies in achieving marketing objectives, Siane believes that social media has the power to inform, engage and inspire action. She currently works as Digital Marketing Coordinator with Australian Red Cross” (Coyle & Meier 2009 43). Social media has proved to be very instrumental and has stepped in to help managers of organizations solve issues they face when communicating in writing (Bovee & Thill 2010 121). Introduction Australian Red Cross There are numerous national Red Cross societies all over the world of which, the Australian Red Cross happens to be a part of them. It was established in 1914 by Lady Helen Munro Fergurson and has grown at a rapid rate ever since. From the very beginning, the society was accepted by the community as the Australian Red Cross has always been perceived as that organization that shows commitment when other individuals and organizations turn away. The organization provides care when it is needed the most and offers relief in times of crisis. The Australian Red Cross helps tens of millions of people all over the world every year and provides the much needed care for the local communities in the Asia Pacific and in Australia. The organization has over 61,000 members and volunteers in Australia and millions of volunteers all over the world; enabling them to reach very far and wide. The organization stands by one bold mission: “To be a leading humanitarian organization in Australia, improving the lives of vulnerable people through services delivered and promotion of humanitarian laws and values.” (Bovee & Thill 2010 46) Social Media Argenti ( 2009 45) has described s