“Someone told me it’s all happening at the zoo.” -Paul Simon
For the purpose of this project, I chose the Australia Zoo’s Facebook, Twitter, and Instagram to analyze. The zoo started as The Beerwah Reptile and Fauna Park and the Irwin Family (as in Steve Irwin, the crocodile hunter) transformed a few acres of land into one of the leading wildlife conservation facilities in the world.
The Australia Zoo’s target audience is anyone who appreciates wildlife, and cute animals. The Australia Zoo has 123,000 followers on Twitter, 387,000 likes on their Facebook Page, and 387,000 followers on Instagram. In these followers include, celebrities, biologists, animal enthusiasts, conservationists, and even moms planning a family vacation, follows The Australia Zoo
The Australia Zoo usually posts twice a day on social media, and posts the same exact content across all three platforms. They posted 85 times from January 8th-March 11th and these posts display a consistent animal theme throughout. The photo is always staged outdoors, but I found 7 individual content types they post interchangeably. These are the content types:
Invite to Special Event/Expedition: 17% of the time (15 total posts in time period). In order for a post to fall under this category it has to have a link to register or buy a ticket.
Buy from our Store: .07% (6 total posts in time period). In order for a post to fall under this category it has to directly call for the viewer to make a purchase.
Animal Ambassador: 17% (15 total posts in time period). To fall in Animal Ambassador the post has to feature one animal and give us the animals name.
Personify animal: 22% (4 total posts in the time period). This is for posts that give animals human like qualities, such as having lemurs do yoga.
General I love Animals: 22% (22 total posts in the time period). This category is for posts that show an animal but doesn’t tell us what the animal’s name is.
Irwin Family Fan Club: 20% (17 total posts in time period). These are posts just showing love for Steve, Terri, Bindi, and Robert.
Direct Conservation: .07% (6 total posts in time period). For posts that use the word “conservation” in it.
Australia Zoo has a great social media presence because it’s not all science, but it’s also not all play. They celebrate birthdays, but also frequently throw in fun animal facts and knowledge about wildlife conservation. Just check out this post below:
“Crikey! Remember our Australia Zoo Wildlife Hospital patient, Pinto the koala? He has made great progress with his recovery, and has had his cast removed. Pinto was hit by a car here on the Sunshine Coast. He serves as an important reminder to look out for our precious wildlife when you’re driving. Get well soon, Pinto!”
The overall tone of the zoo’s social media is inviting. They encourage fan photos, and initiate conversation in the comment sections of posts. Overall, it’s a great marketing strategy because people want to go to the zoo to meet their famous animals like Burrow, Pinto, or Kebibi their newest Giraffe. A huge chuck of the zoo’s conservation work comes from ticket sales, and their social media is supporting the cause.