Nikita Iyengar

This paper investigates the communication of environmental issues using new social media tools, through a case study reviewing evolving communication practices at the Wildlife Conservation Society. The research shows that in the last ten years, social media have become a high priority for the organization as conventional media – television and newspapers have declined. Hundreds of millions of people across age ranges and around the world are online and connected to social media sites such as Facebook, Instagram, YouTube and Twitter. The Wildlife Conservation Society, founded in the late 19th century, has embraced 21st century communication tools and is now active on many social media platforms. The Wildlife Conservation Society has very innovatively used social media to advance its campaigns, both locally and internationally. The organization was able to restore state funding for the Bronx Zoo and New York Aquarium in 2009 in part because of a video about a “laid off” porcupine that went viral. Its biggest social media campaign, 96 Elephants, has helped boost online fundraising and prompted a PBS television program, Antiques Roadshow, to stop appraising ivory. Because of the rising influence of social media, organizations such as the Wildlife Conservation Society, the World Wildlife Fund, and Conservation International have been able to get more people involved in their causes and campaigns.