Intrinsic Case Study on the Influence of Social

Intrinsic Case Study on the Influence of Social Media Content on a Zoological Organization Dr. Kristine F. Burtis Dr. Sandra Nunn, Chair Dr. Patricia D’Urso, Committee Member Dr. Ina Marie Peoples, Committee Member University of Phoenix

Why Study Social Media? • Gap in literature • Professor influence • Backlash from BF – Misinformation – Threats – Public perception • Education is the key

Background • The information and views presented and shared in several social media outlets led to changes in perceptions about the zoological organization (Brammer, 2015) • Over the past decade, a shift in the perception of zoological facilities has changed and social media influence was explored as a possible contributor (Brammer, 2015) • Negative information shared about an organization may be handled differently by an individual than a personal attack or accusations (Lahiri & Moseley, 2015)

Problem and Purpose • The general problem is information disseminated in social media outlets may be influencing perceptions of zoological facilities (Milman & Dickson, 2014) and the specific problem is the lack of understanding about the influence of social media on a zoological organization (Aguenza, Al-Kassem, & Mat Som, 2012) • The purpose of this research study was to understand the perceptions of potential influences of social media on a zoological organization. The goal was to identify new strategies for social media use and response by a zoological organization

Research Questions • RQ 1: What influence does social media have on a zoological organization? • RQ 2: How does social media change perceptions about zoological establishments?

Research Method, Design & Particpants • Method: Qualitative Study • Design: Intrinsic case study • Qualitative perspective to develop an understanding of the perspective of social media pertaining to a zoological organization • Participants: • n=18 • Number of Participants 7 8 3 • Number of Participants 9 3 3 2 1 Age Range 23 -34 35 -45 46 -56 Length of Service in Years 5 -9 Years 10 -14 Years 15 -19 Years 20 -24 Years 25 -40 Years

Four Themes 1. Communication in social media changes perceptions 2. Responses in social media are critical to perceptions 3. The organization’s social media policy must be effective 4. The organization’s employee commitment is high regardless of social media content

Subthemes 1. Correcting misinformation, Response to negativity on social media, Global sharing of misinformation, and Fake news 2. Attacks on the organization, Personal attacks in social media, and The influence of Blackfish in social media 3. Coaching employees on social media, New marketing techniques, Company response to social media, Censorship, and Social media policy & accountability 4. Passion, The future of the company, Proud employee, Achieving the childhood dream, Telling the organizations story, Sharing animals with people, The care of animals, and The importance of conservation and education

Results by Research Question 1: What influence does social media have on a zoological organization? • Correcting misinformation due to false information shared through social media sites related to the zoological park • Self-censorship • Attacks on the reputation and credibility of the organization • Negative connotations create judgments

Results by Research Question 2: How does social media change perceptions about zoological establishments? • Company response to misinformation • Diminished expertise • Past response • Standardized social media policy and coaching • The role of zoos and aquariums, and the need for conservation and education efforts in society

Implications of Study Results • Importance of social media • Developing a social media strategy for conservation could provide vital information to protect animals (Roberge, 2014) • Rybalko and Seltzer (2010) added that conservation of visitors was determined to be a product of keeping the connection between the scope of the organization through regular postings on social media

Significance of the Study • The use of social media to share information contradicting the goals or messaging of a zoological organization has changed perceptions. According to Wang (2012) messages that appear valid and possess high social value will become public and repeated by social media users on countless occasions • The use of social media was underutilized by the employees which may be leading to an increase in misinformation shared about the organization – The constant sharing of misinformation has led to employee frustrations as well as an increase in employee engagement in social media to defend the organization • Analysis of the value zoological employee’s place on the use of social media to share personal stories about the organization, could result in a change of perception about the zoological organization

Influence of SPL Model • Change in organizational response to social media • Ambassador use of social media is an ongoing goal • Legislative change – Connecting with Senators and Representatives • Personal change: – Corporate Animal Welfare Committee – Global project (Design) – Wild population research – IMATA

References • • Aguenza, B. B. , Al-Kassem, A. H. , & Mat Som, A. P. (2012). Social media and productivity in the workplace: Challenges and constraints. Interdisciplinary Journal of Research in Business, 2(2), 22 - 26. Retrieved from: http: //idjrb. com/ Brammer, R. (2015). Activism antagonism: The blackfish effect. Screen Education, (76), 72 -79. Retrieved from: http: //www. metromagazine. com. au/screen_ed/ Lahiri, M. , & Moseley, J. L. (2015). Learning by going social: Do we really learn from social media? International Journal of Learning, Teaching and Educational Research, 11(2), 14 -25. Retrieved from: http: //www. ijlter. org/index. php/ijlter Milman, A. & Dickson, D. (2014). Employment characteristics and retention predictors among hourly employees in large US theme parks and attractions. International Journal of Contemporary Hospitality Management, 26(3), 447 -469. doi. org/10. 1108/IJCHM-042013 -0178 Roberge, J. M. (2014). Using data from online social networks in conservation science: Which species engage people the most on Twitter? Biodiversity Conservation. 23(3), 715– 726. doi: 10. 1007/s 10531 -014 -0629 -2 Rybalko, S. , & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36(4), 336341. Wang, H. (2012). Six P's of youth social media from a young consumer's perspective. Young Consumers, 13(3), 303 -317. doi: 10. 4172/2165 -7912. 1000223