Social network sites changing corporate communications
Regina Emery
Issue date: 11/11/09 Section: Campus News
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.
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.
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