Another notable one is Perth Zoo's Facebook page. And there are a few reasons why it's so successful.
It's one of a kind
Firstly there's its uniqueness. It's the city's only zoo, after all. It always was and still is the go-to place if you want to take your family out on a fascinating adventure into the natural world without leaving the metropolitan area. And so it is in the world of Facebook. It simply has no local competition, and therefore dominates its niche completely.
It's a visual feast
Then there's the visual feast it offers. The page is constantly updated with countless stunning photos of its spectacular creatures, great and small. Who doesn't like looking at pictures of magnificently maned lions and mischievous chimps? They are something we humans never get tired of ...
Why are such images so compelling? I think it's because in wild animals we see what we used to be. Perhaps it's relief that we're not like that anymore. Or maybe we yearn to have the freedom and immediacy of such a life again. It could even be a bit of both ...
Well, whatever the attraction they are a magnet for eyeballs. For the same reason David Attenborough has been drawing hundreds of millions of viewers to his natural history documentaries over several decades, Perth Zoo's visual updates mean guaranteed likes and shares.
It tells stories
Images aside, there are many other ways the page can engage people's emotions. There really is an amazing amount of drama going on there: birth, death, illness, healing, love, hate, power struggles, you name it. With ongoing storylines aplenty, it's a veritable soap opera for critters!
Updates about the birth of animals occur regularly. Not surprisingly, photos and news of these adorable creatures' first hours of life outside the womb -- or egg, as the case may be! -- are highly shareable. Many of the photos come with cute captions, too, that really heighten the "Awww!" factor. (Speaking of anthropomorphism: The page managers often employ it to humorous effect with updates featuring grown animals as well.)
There are other elements in their strategy of course. But the above mentioned ones are the first that come to my mind and seem to offer the best lessons for marketing on social media. Basically, if you have something not found elsewhere (or can at least find a unique angle for it), exploit its visual appeal, tell stories, use humour, and engage emotions you'll have gone a long way towards succeeding on Facebook and other social networks.