Social network sites changing corporate communications

By: Regina Emery

Posted: 11/11/09

The time we college students spend each day on Facebook may one day pay off, according to communication director for the Memphis Zoo Brian Carter.

The recent UTM alumn spoke to students during last Wednesday's career fair. His presentation, "Putting Social Media to Work," showcased how social media sites such as Facebook, MySpace and Twitter are changing the way corporate America communicates.

"If you're not already an administrator on a Facebook page or hold a Twitter account, you need to be doing that now," Carter advised. "Even the largest corporations need social media methods-not only for marketing and sales but also as a way of communication," Carter said.

For example, SeaWorld's mascot Shamu currently has 7,100 Twitter followers. To maintain the account, they have actually hired a communications specialist with the sole task of "tweeting" regularly. So why does Shamu have so many followers? As Carter explains, it's because SeaWorld has learned the art of social media. Rather than make status updates that simply advertise SeaWorld, Shamu's tweets are crafted with an entertainment approach.

"SeaWorld has found a way to connect to people and keep Shamu on their mind without making it look like marketing," said Carter. Other companies have tried using social networking as another medium for marketing, but those ventures almost always are unsuccessful, Carter said.

Years ago, the Memphis Zoo developed a YouTube channel featuring a campaign of commercials aimed at promoting upcoming events. Despite some amazingly creative concepts, it didn't work. Why?

"There is definitely a right way to do it," says Carter. "Don't make it marketing-make it social."

Since then, the Memphis Zoo has redeveloped their website to be much more interactive. The result? TripAdvisor, a consumer-driven online tourism tool, named them the No. 1 zoo in the country as voted on by travelers.

So what else can social media networking do for companies that traditional marketing methods cannot?

Firstly, it establishes connections with journalists. Hurricane Priscilla provides a prime example. When their power was out for an entire week, MLGW had their entire staff on Twitter. In the span of a few days, their followers rose from 215 to 1,800 people.

Secondly, social media networking helps deliver messages directly to audiences. The Memphis Zoo utilized this last July during the birth of the Zoo's first baby girl elephant. They captured the birth on video and quickly posted their excitement online. However, joy turned to sadness when the baby died soon after due to injuries. The Zoo used Facebook and blogging to share their sorrow with their 24,000 fans and 3,280 followers. The response was a staggering 302 comments.

Thirdly, social media helps target audiences for free. It costs nothing to advertise oneself by creating a fan page or group. And while it does cost to create a banner advertisement, it is free to target it specifically for say, women aged 25-55 residing in Tennessee or Alabama, who happen to be the Memphis Zoo's primary patron.

"Visitors often will post pictures from their day at the zoo on our wall, which is a form of free publicity," Carter said. "It also gives us a chance to perform damage control if necessary." He estimates that his employees devote, on average, an hour each day to social networking.

"It's truly a necessity now. In fact, I'm currently seeking employees at the zoo and having Facebook and Twitter accounts are a necessity," Carter said.

The communications major graduated in 2002 and, after interning for Fed Ex communications, worked in public relations for a Memphis firm and for Monster online before being hired to the Memphis Zoo.