Worksheet #4: Social Media Strategy for my Dream Company

The Georgia Aquarium is one of the world’s largest aquariums in the Western Hemisphere, housing thousands of animals showcasing about 500 different species. The aquarium is known for its scientific institution that both entertains and educates its guests, while featuring various programs that promote the conservation of aquatic biodiversity, research, and animal care.

As a fellow animal lover, it has always been my dream to have the opportunity to work hands on at this facility as it would continue to grow my love and interest in Marine Biology. The company’s social media is overseen by the Chief of Marketing and Experience Officer Dan Dipiazzo who personally develops and create content plans for each of the Aquariums media platforms.

The Georgia Aquarium’s brand voice is designed to evoke a sense of wonder and excitement for viewers full engagement. The overall tone of their content is both corporate and promotional as their message focuses on educating those in a playful and fun way with a community consisting of young children and adults who share a love of marine life. On their most active social media page (Instagram), the aquariums media page is recently celebrating 20 years with specially posted content such as; 1) A Day in the life of the guest programs team, learning about the staff who give behind the scenes tours. 2) Three rescued sea otters, Brighton, Cruz, and Bixby who were all rescued from Monterey Bay’s rehabilitation center and have lived at the aquarium since 2010. 3) The aquarium kicks off a new fish series by showing viewers the most diverse species of fish at the Aquarium! 4) In the beginning of the month, they’ve posted their July calendar which highlights the start if their Wellness by the Water Sound Bath, weekly H2O Summer Camp, and Daily Glow Nights. And finally 5) The Aquarium reminisce on Family Day at the biggest aquarium in the U.S within their tags!

The aquarium uses its strength of education for their audience with a playful and engaging approach. Its weakness is the fact that their media isn’t posted consistently which means it’s likely neither is their audience. As the Aquarium is coming up on their 20^th anniversary, it is a great opportunity for their media team to up their social presence by posting daily until their anniversary, ending in a celebration post. As for any threats, it’s hard to spot any potential with such a fun and thriving media presence.

For future reference, I believe the company could improve their social media presence by managing weekly creative posts that highlight different animals of the week and their stories. This could result in fun daily themes like Manatee Monday, Turtle Tuesday, Whale of a Wednesday and more! I think this would be a great way of continuing to build the Georgia Aquarium’s social media presence.