Zoo Miami is located in Miami-Dade County, Florida and is home to over 3,000 animals across nearly 750 acres. It houses over 500 species and sees over 800,000 visitors annually. Zoo Miami uses various social media platforms to engage with visitors and promote the zoo. Its Facebook page has over 51,000 followers while its Instagram, Twitter, Pinterest, and YouTube accounts have several thousand followers and provide photos, videos, and information on zoo events and animals. The zoo aims to target different demographics with its social media presence such as families on Facebook and locals on Instagram.

1. Florida International University
 Jean-Claude Nicolas
 Jose Talma
 Juliana Gutierrez
 Nicole Meza

2.  The Miami-Dade Zoological Park and Gardens, branded
and commonly known as Zoo Miami, and formerly
known as Miami MetroZoo, is the largest and
oldest zoological garden in Florida, and the
only tropical zoo in the United States.
 The zoo houses over 3,000 animals on nearly 750 acres,
324 acres of which are developed. It is about 3 miles
around if walked on the path, and features over 100
exhibits.
Number of animals 3,000
Number of species 500

3.  Miami MetroZoo is Zoological Park of national
stature and recognition, and is consistently rated one
of America’s top ten zoos.
 Zoo Miami is one of the County’s most unique public
assets and visitor attractions. More than 800,00
visitors enjoy the zoo annually and more than 15
million people of all ages have visited since it opened
at its current location in 1981.
 25% of the zoo’s visitors are from outside Miami-
Dade County, according to 2005 study by Morey &
Associates Marketing Researchers.

4.  Based on our research,
Facebook is the social
media with the most
popularity, making it
the most valuable
content sharing
platform.
51,304
5,196
8,918
261 900
0
10,000
20,000
30,000
40,000
50,000
60,000
Zoo Miami's Social Media Followers
Facebook Twitter Instagram YouTube Pintrest

5. 8,918 Followers
344 Posts

6.  They been active for about 2.7
years.
 Since they activated they
account on Instagram they have
posted 351 pictures.
 Having their mission statement
on the website is a good way to
show followers what they want
to accomplish.
 The content that they post cover
a variety of things: pictures
from the animals, events, and
some small videos about the
animals.
 The idea of posting animal
pictures with some interesting
facts about them makes the page
more engaging.

7. Weaknesses:
When using Instagram you are just targeting a group of people that have
Iphone/ Ipad and Android cellphones. This means that people who have
windows phone will not be able to see your content.
Opportunities:
 Being able to share pictures and videos about events they have at the
zoo or just pictures of the animals and interesting facts.
Promoting the events through videos or pictures
Threats:
People taking the pictures (screenshots) from their website and using it
as their own.
People just liking the pictures and not visiting the zoo

9.  Miami Zoo has created 25 boards
 Each board is a different category of
pictures- ex: Baby Animals, The Pride
of Miami , Critter Crafts, etc…
 The advantage of having board is that
people can follow the ones they are
interested in and not all the content
that Miami Zoo posts
 Linking their Pinterest with their main
website www.zoomiami.org and
twitter is a great way of getting people
to look at all their social networks at
once.
 Also, when you click on a picture you
can get the link that goes to the actual
page , just like Googling it but better.

10.  Pinterest creates more of a catalog than a social
experience.
 It just helps the Miami Zoo promote their services
and show pictures of the animals but you can not
do any purchase through this social media.
 It is more of a tool of what people like about the
Zoo.

11. Opportunities:
 By sharing the different pictures about the animals and events
they get the opportunity to see what people like better. This is
measures by how many repins and likes they have on their
different boards.
 Also having the link to their actual website and twitter page
makes it more engaging.
Threats:
 Having to many boards may be a bad thing because people will
be overwhelmed by to much information and they might not
want to come back to the page.
 They should create a board showing the upcoming events. This
could be a bad thing because some people only rely on one
social media. Also, they should do this being the case that with
is kind of a Google search engine.

12. 51,597 Likes
269,853 Checked In
4,370 People Talking About This

13. Strengths:
 Site shows a 4.5 out of 5 (good index for people)
 Useful information easy to find
 Variety of post with significant exposure
 Event promotions get people involved
Weaknesses:
 Not giving identity to more animal, making them important,
symbolic of the zoo
 Not showing zoo upcoming projects
 good impact to wild life and community not seen as a priority

14. Oportunities
 Share zoo related information regarding weather and
give alternatives for every situation( what animals to
visit )
 Giving out prizes through the site, making contests,
from best picture or custom , etc.
 Make it more interactive
Threats
 Bad ratings are always a concern, every complaint
needs to be taken care of and better yet shown to the
social media users how you did it
 Animal activist difamating the zoo. That’s why is so
important to maintain an image that fights to protect
species and their best future

16.  Zoo Miami’s twitter page has around 5,200
followers.
 On average their twitter media photos and videos get
more favorites and retweets their regular tweets.
 Many of their followers are other local Miami
businesses.
 Zoo Miami regularly interacts with visitors that
mention them.

17.  The tweets that don’t garner a lot of interaction
are the text tweets. Many of which are about
important events.
 Zoo Miami is only following 294 twitter
accounts
 They do not have a detailed description of
company culture in their twitter biography
 They do not connect their twitter account to their
Instagram content

18.  According to Hubspot, 2x more than text updates.
Promoting Zoo Miami event information along with
pictures and/or video will increase engagement.
 Tweeting out Instagram links increase followers on
both platforms.
 Interacting with other local businesses on Twitter
would also increase the amount of engagements Zoo
Miami gets.
 Zoo Miami can branch out by following Twitter
accounts from out of state.

19. Zoo Miami’s Twitter page
not only needs more
followers but needs more
follower engagement. This
is due to the low amount of
photos they tweet
Zoo Miami only has 25% of
out of state visitors.

20. 140,792 Views
261 Subscribers

21.  As of today Zoo Miami does have a
YouTube page unlike many other
Zoos
 They have been active for the past
4 years
 Throughout that time they have
posted 62 videos
 The videos that they have posted
cover many things: from zoo
attractions, special promotions,
and even educational videos on the
different animals housed there
 The quality of their videos are very
clear and up to date
 They link their other social media
sites right on their channel, so you
are able to stay connected with
them anywhere

22.  Even though they do have a lot of videos they range
between 10 seconds to 3 minutes
 When searching on YouTube you find more videos about
Zoo Miami from other channels than you do from Zoo
Miami themselves
 They only have about 260 people who are subscribed to
them when there are over a billion people who have
YouTube
 They sometimes fail to interact with people who comment
on there videos, missing great opportunities to get
someone to come to their Zoo

23.  Not too many Zoos actually have their own YouTube pages,
so they have the opportunity to become on of the biggest
sources on YouTube people go to in order to understand how a
zoo works
 If they start crating longer and more interactive videos, while
interacting with people who comment on their videos they can
in turn create more traffic to the Zoo itself
 They can work with local YouTubers who have a major
following and have them help promote their Zoo on their
channels

24.  As stated before Zoo Miami’s
biggest threat on YouTube is
other channels themselves.
They put up videos about Zoo
Miami and in turn Zoo Miami
losses potential views
themselves (on the other hand,
this does create more interest
in Zoo Miami when a channel
post videos of the Zoo)

25. Pinterest:
 In January 2012, according to comScore, Pinterest had 11.7 million unique visitors,
making it the fastest site in history to break through the 10 million unique visitor
mark . Until the last few months, Pinterest’s audience had been largely female and
American. But the site suddenly caught people’s attention based on news it had
driven more referral traffic to websites in the US than Google+, YouTube and
LinkedIn.
 According to the research, we see that more female will be looking at Pinterest .
This means that Miami Zoo will be trying to target mostly female users.
 Instagram: Miami locals with IPhones and Androids
 Facebook : Families and children ages 10+
 Youtube: People who have an interest in the Zoo Miami and maybe they have
never been there. Also, they are trying to target past visitors by putting promotions and
deals for people who have been to the zoo in their videos.

26. • Zoo Miami. (2015, October 7). Retrieved October 15, 2015, from
https://en.wikipedia.org/wiki/Zoo_Miami
• Zoo Miami.(2013, February 8). Retrieved October 20, 2015, from
http://www.zoomiami.org
• Renaming of Miami MetroZoo. (2010, January 3). Retrived October 15, 2015
• ZooMiami. (2015, August 12). Retrieved October 29, 2015, from
https://www.youtube.com/user/MiamiMetroZoo
• Zoo Miami (@zoomiami) • Instagram photos and videos. (n.d.). Retrieved October 29,
2015, from https://instagram.com/zoomiami/
• Zoo Miami (zoomiami). (n.d.). Retrieved October 29, 2015, from
https://www.pinterest.com/zoomiami/
• Pros and Cons of Pinterest. (2012, February 29). Retrieved October 29, 2015, from
http://tyrrellmarketing.co.uk/pros-and-cons-of-pinterest/