SWOT SOCIAL M

EDIA

ANALYSIS

http://www.zoomiami.org/

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

HISTORY

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 3,000Number of species 500

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.

STATS AND DATA

Based on our research, Facebook is the social media with the most popularity, making it the most valuable content sharing platform.

Series10

10,000

20,000

30,000

40,000

50,000

60,00051,304

5,1968,918

261 900

Zoo Miami's Social Media Fol-lowers

Facebook Twitter Instagram YouTube Pintrest

INSTAGRAM https://instagram.com/

zoomiami/

8,918 Followers344 Posts

Pinterest https://www.pinterest.com/zoomiami/

905 Followers25 Boards516 Pins

Facebookhttps://www.facebook.com/zoomiami

51,597 Likes269,853 Checked In4,370 People Talking About This

Twitterhttps://twitter.com/zoomiami?

ref_src=twsrc^google|twcamp^serp|twgr^author

5,198 Followers2,699 Tweets

YOUTUBEhttps://www.youtube.com/user/MiamiMetroZoo

140,792 Views261 Subscribers

Strengths

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: form 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

WEAKNESSES

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

OPPORTUNITIES

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

THREATS

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)

FACEBOOK’S SWOT ANALYSIS1. Strengths:• Site shows a 4.5 out of 5 (good index for people)• Useful information easy to find• Variaty of post with significant exposure• Event promotions get people involved2. 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

3. 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 interactive4. 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

REFERENCES • 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