In the past few years, social media tools have forged connections between many with common interests. Zootoo has found a cozy spot to curl up in cyberspace, focusing on pets and the people who love them, to exemplify “social petworking” at its best.

This site has worked to position itself as the go-to resource for all matters relating to pets. Boasting millions of pet pictures, proud parents can share both images and anecdotes about their lovable companions. Have a concern about litter box issues, food guarding or nail clipping? Looking for a new vet? Chances are that useful advice can be found on Zootoo, along with reviews of pet-related products.

As on human-focused social networking sites, communication with other members can take several forms, including inviting users to become friends, private messaging, participating in news discussions, commenting on reviews, answering questions and reading the journals fellow members post online.

• Zootoo, headquartered in New Jersey, was founded in 2007 and employs 20
• Membership and services on the site are free; advertisers provide funding

Zootooers can access information regarding both national and local services, as well as keep up with the latest from the pet kingdom. Zootoo TV, produced by the pet news team, has become “the CNN for pet news.” For the fun-loving pet person, online games are available: Pet Wars invites votes for the cutest pet in America, with more than 10 million votes cast to date, and Meet the Breeds challenges players to choose the correct breed from among three pictures.

The site’s capabilities include a local focus, with services, adoptable pets, pet groups, volunteer opportunities and pet lovers searchable by location. Members can also post local events. On the national side, Zootoo holds annual shelter makeover contests with awards up to $1 million, garnering votes and media attention in the process. 

The Pet Answers feature provides a forum for members to ask questions and benefit from the wisdom of other Zootooers. Questions appear for two weeks, at which time the asker is invited to choose the best answer. Zootoo is working hard to become the tail-wagging favorite of pet lovers everywhere.