Big shout-out to NBC 5 in Dallas-Fort Worth.
This is what social media is supposed to be. As I understand it, the station started #ClearTheShelters last year and a number of NBC stations across the country joined in this year.
Platforms win. Facebook and Twitter produce no original content, they enable. We still have pretty big megaphones in our markets and people (and dogs and cats) need our reach.
Further props to the station for really “owning it”. Look at the banners, and the logo on Katy’s sleeve. That is a custom shirt for the event.
Social media (much like weather) is a promotional activity. Not directly monetized, and difficult to measure the return. I dare you to take a minute and do an image search on #ClearTheShelters. It’ll make your heart warmer than the desert southwest during a heatwave.