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CURRENT SITUATION
The existence of the Roger Williams Zoo YouTube channel indicates that the zoo
staff have an intent to establish a presence in this social media platform. However, the
channel lacks structure, which does not enable viewer retention, patron engagement, or
positive organizational branding. The frequency of video uploads is sporadic, and the
videos are not categorized into clear themes, purposes, or playlists. This is a problem
because it reflects a lack of consideration for their audience, or the social media users
experiential expectations. Some of the videos are of poor technical quality as well
(shaky footage, unclear audio, unscripted content etc.) which does not project a
professional ethos for this American Zoological Association accredited zoo. An
organized, structured framework will help the Zoo establish online presence in a
meaningful way that will foster a participatory culture, and get the zoo visitors more
engaged with the zoos mission of education and conversation through a social media
platform.
CHANNEL PLAYLISTS
Ive conceptualized these seven proposed playlists, or subsections of the
ZooTube channel, based on my analysis of the zoos inherent rhetorical situation and
the analysis of several AZA accredited zoos YouTube Channels. Each of the playlists
serves a specific purpose to help educate, engage and inspire their audience.
1. Enrichment and Training These videos will give us a sneak peek of the
behind the scenes lives of animals at the zoo. This will help the zoo
demonstrates animal welfare and positive quality of life via naturalistic
enclosures and appropriate mental/social-emotional stimulation. It will also
educate the YouTube subscribers about animal behavior and psychology. I
would interview a staff member/zookeeper who specialized in this type of work
and create a video between 3-5 minutes
2. Conservation Efforts and Species Recovery This playlist would be
centered on the zoos support of the American Zoological Associations
program called SAFE (Save Animals From Extinction). Videos will explain what
RWPZs zoologists and other conservation experts are doing to research and
conserve endangered species. It will also reinforce that the purpose of a zoo is
not primarily for human entertainment, but to educate people about the plight of
animals and their ecosystems due to human-based destruction. Each video will
close out by creating paths for agency, giving concrete examples of regular
people can do to help reduce their carbon footprint and speak out for
endangered ecosystems.
3. GoPRo Through the Eyes of the Animals If the zoo is agreeable,
keepers/zoologist will give GoPro cameras to animals for exploration, as
appropriate (otters, elephants, primates etc.). I can edit the video footage taken
by the animal to create a point-of-view / day-in-the-life non-verbal narrative,
perhaps intersperse with some discourse by the keeper about the animals
intelligence, behavior, curiosity etc. Some people are surprised by some
species likeness to human beings, and this might plant a seed for perception
change in those doubtful of animals self-awareness. See video below as an
example: (https://www.youtube.com/watch?v=5fMhfpdzGNw)
4. Ask the Experts - This creates space for patrons to extend their zoo
experience to a participatory online culture. Guests-particularly children- have
questions about animals or the zoo in general that cannot be answered by an
expert when standing at the exhibit. Children or their parents can tweet their
questions to the RWPZ Twitter account. Once per week, I will select several
questions and create a video where a scientist/zoologist/expert and a species
ambassador answer them. This #AskZooTube Campaign also establishes
proximity and engagement for those who cannot visit the zoo due to physical or
financial constraints.
ASSESSMENT
Create and administer a satisfaction survey via all RWPZ Facebook/Twitter.
The goal is to measure whether the ZooTube and the #AskZooTube campaign helps to
support the mission of the zoo, and to determine whether people like and engage with