How Smokey Bear Became a Social Media Star

Background:  Smokey Bear is America's wildfire prevention icon. He has educated generations of Americans about their role in preventing human-caused wildfires. Created in 1944, the Smokey Bear Wildfire Prevention campaign is the longest running public service advertising campaign in U.S. History.

Program background:  Social media has provided a unique opportunity to engage Smokey Bear fans throughout the country and also develop a new community of online ambassadors who are enthusiastically communicating his messages about our critical role in wildfire prevention.

Evaluation Methods and Results: Mr. Bellavia will speak about developing the Smokey community across Facebook, Twitter and YouTube focusing on how to build community around an iconic figure as well as what has worked in engaging Smokey’s fans.

Conclusions: Building a community around an icon like Smokey Bear is different from creating a community of support around an issue. The strategies and tactics employed are unique when you are engaging people around a brand with the intent to keep the issue of wildfire prevention at the forefront.

Implications for research and/or practice: Building an online community does not have to be solely about providing support and resources. It can be used as platform for fans to engage with a non-profit icon or brand.