Humanitarian Aid 2.0: Social Media Analytics and Stakeholder Engagement at the International Committee of the Red Cross

  • Günter Müller-StewensEmail author
  • Tami Dinh
  • Bettina Hartmann
  • Martin J. Eppler
  • Fabienne Bünzli
Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)


Our case study in this chapter illustrates how technology like social media analytics has fundamentally changed the way that the ICRC engages with its stakeholders in humanitarian crises. Referring to the organization’s mission in one African context, the case highlights the role that social media analytics played in detecting an unexpected stakeholder constellation and in strengthening the ICRC’s presence as a protection provider. It shows what “managing stakeholders” means for an international humanitarian organization operating in an environment where influence is increasingly detached from traditional institutions and where powerful stakeholders can literally “pop up from anywhere” . The case also demonstrates the significance of social media analytics as a complementary decision-making tool to clarify stakeholder constellations and to successfully engage with key actors.


International Committee Of The Red Cross (ICRC) Social Media Analysis Stakeholder Constellations Humanitarian Crisis Minor Stakeholders 
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Copyright information

© The Author(s), under exclusive license to Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Günter Müller-Stewens
    • 1
    Email author
  • Tami Dinh
    • 2
  • Bettina Hartmann
    • 3
  • Martin J. Eppler
    • 4
  • Fabienne Bünzli
    • 4
  1. 1.Institute of ManagementUniversity of St. GallenSt. GallenSwitzerland
  2. 2.Institute of Accounting, Control and AuditingUniversity of St. GallenSt. GallenSwitzerland
  3. 3.University of St. GallenSt. GallenSwitzerland
  4. 4.Institute for Media and Communications ManagementUniversity of St. GallenSt. GallenSwitzerland

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