Case Study: San Diego Zoo achieves massive social growth and audience engagement with Hootsuite

How the San Diego Zoo educates and inspires a global audience using Hootsuite

The San Diego Zoo, a global conservation and visitor attraction with multiple facilities, needed to extend engagement beyond on-site visits to increase awareness, drive attendance, and highlight its conservation work. Their social team faced the challenge of managing several Twitter and Facebook accounts, tracking hashtags and campaigns in real time, scheduling posts for peak times, and measuring campaign performance across channels.

Using Hootsuite’s dashboard the team centralized accounts into customizable streams, employed Twitter lists and search streams to monitor hashtags, scheduled posts for optimal reach, and used analytics to refine content. Campaigns like the #PandaCub live-tweeting boosted engagement dramatically: 500% increase in panda cam traffic, 28,000 new Facebook likes in five months, 22 million Facebook impressions, 4,500 new Twitter followers, 4,600 retweets, 35 million potential Twitter impressions, and over 4 million YouTube views.

San Diego Zoo

Matt Steele

Social Media Planner