Go to www.facebook.com/cincinnatizoo and find posts that feature Fiona the hippo. How does the zoo’s communications team engage with Fiona’s fans?

Fiona, a young hippo who was born prematurely and survived, lives in the Cincinnati Zoo’s Africa exhibit. Fiona became a star when the zoo’s communication director and her team started posting every move she made from the day she was born prematurely. She became a symbol of resilience and positivity, earning millions of fans and engaging the not-for-profit zoo’s visitors and potential donors. Today, videos of Fiona twirling around the internet gain millions of views, she has had her own seven-episode reality show on Facebook, people on Twitter even follow her flatulence, and she has inspired everything from a children’s book to beer and ice cream flavors. People are invested in Fiona’s story.