Nemo has come into my life. He’s a black lab mix with a white chest and he’s super smart. We’ve been thinking about getting a dog since Ad 2 Orlando worked with Pet Rescue By Judy last year for our public service campaign. We visited her facilities and came up with a new ad campaign for them. While we were able to do bigger things for her, like billboards, TV ads, and posters, not all rescues have the funds to spread the word. This is where social media can come in.
Best Friend’s Animal Society used different social media, such as Twitter, Facebook, and Meetup, and will be working with FourSquare for their Invisible Dog campaign. Their call to action is to get people to pledge anything (money or time) in order to help the public shelters around the country.
Nemo came from A New Beginning Pet Care & Rescue, Inc. They’ve become a part of the community by having dedicated spaces in local Pet Smarts. Their web site is a splash page that drives to the Petfinder site, which is a great place to have the dog and cats catalogued. But my recommendation would to also have a Facebook page dedicated to the rescue where they could build a community of people who have adopted and are fostering with them in order to push events or needs to that community through their newsfeeds. If you look at PRBJ’s wall, they posted recently that their phone system broke and they needed a new one. The community was quick to help.
Not all social outlets are necessary in order to do well socially. Start out small, with just one that will help you with communication and slowly work others into the mix as you figure out how they’ll help you with your goals. As with paid advertising, don’t use all media outlets just because they’re there. Use the ones that help target your audience and communicate your message efficiently and effectively.