On March 2nd, ARC posted the following tweet on its official Twitter account:
We may not collect #tigerblood, but we know our donors & volunteers have fierce passion for doing good! #RedCrossMonth
It's amazing what adding popularity can do for a simple "thank you" tweet. Soon after the tweet hit the internet, it was re-tweeted by more than 100 people, and it became the third result when you clicked #tigerblood on Twitter trends.
Wendy Harmon, director of Social Media at ARC, did have some explaining to do, however. Although the tweet was popular, it also caused some outrage among the community. In fact, the original tweet was soon removed, and a blog post was put up to apologize for it. In explaining what happened, Harmon said the organization noticed #tigerblood was trending fast on Twitter, so it was spontaneously used in that tweet (which was meant to thank blood donors).
To micro-breweries across the country, however, the apology was not needed. They were among the organizations that re-tweeted the original message, and they even suggested to their followers that they donate to the Red Cross. Donors heeded this message, apparently, as ARC said they saw a slight increase in their overall donations.