Click for next page ( 18

The National Academies | 500 Fifth St. N.W. | Washington, D.C. 20001
Copyright © National Academy of Sciences. All rights reserved.
Terms of Use and Privacy Statement

Below are the first 10 and last 10 pages of uncorrected machine-read text (when available) of this chapter, followed by the top 30 algorithmically extracted key phrases from the chapter as a whole.
Intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text on the opening pages of each chapter. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

Do not use for reproduction, copying, pasting, or reading; exclusively for search engines.

OCR for page 17
18 Table 6 Effectiveness of Social Media for Reaching Constituencies Not Slightly Very No. Effective Effective Effective Effective Average Everyday Riders 31 0% 10% 55% 35% 3.3 Young Adults 29 0% 14% 48% 38% 3.2 Students 30 0% 20% 40% 40% 3.2 External Stakeholders 26 0% 27% 50% 23% 3.0 Agency Employees 16 0% 25% 63% 13% 2.9 Minorities 18 0% 33% 61% 6% 2.7 People with Disabilities 21 5% 33% 57% 5% 2.6 Low-income Communities 18 0% 61% 28% 11% 2.5 Seniors/Older Americans 23 17% 48% 30% 4% 2.2 Percentage is based on number of agencies responding to question, shown in the column marked "No." Weighted average was calculated from responses using a four-point scale where 1 = "not effective at all" and 4 = "very effective." N/A responses were excluded. Young adults--Responding organizations considered excluded. As the rankings in Table 6 show, agencies consid- social media to be "very effective" (38%) or "effective" ered social media most effective for reaching everyday riders, (48%) for connecting with young adults. young adults, and students. The approach was least effective Students--Similarly, agencies found social media "very for communicating with seniors, people with disabilities, and effective" (40%) or "effective" (40%) for connecting low-income communities. Responding agencies identified only with students. two demographic groups for which social media channels Seniors/older Americans--Of the agencies using were considered "not effective at all": seniors (17%) and social media to reach seniors, only 4% considered it people with disabilities (5%). "very effective." Almost half (48%) thought it was "slightly effective," and 17% found the approach "not effective at all." Content Management People with disabilities--More than half (57%) of Agencies were asked how frequently they updated the content the agencies using social media to reach people with on social media sites. For agencies providing real-time alerts disabilities considered the strategy to be "effective," (N = 29), 66% reported updating the information multiple and 33% said social media were "slightly effective." times per day. But with the exception of these time-sensitive Low-income communities--The majority (61% of announcements, most agencies updated social media postings agencies reporting) said social media were "slightly less frequently. News items and general service information effective" for reaching this group and only 11% said they stayed fairly current, with agencies reporting updates a few were "very effective." times a week for agency news (35%), other news (30%), and Minorities--Among those who used social media to meeting and event notices (27%). At the other end of the reach minority communities, 61% considered social spectrum, agencies posted some types of information once a media an "effective" tool for targeting these individuals month or less, including public hearing comments (58%), job and 33% called them "slightly effective." listings (53%), and contests and promotions (50%). Table 7 External stakeholders--About 23% of agencies presents these findings. using social media in this way called the approach "very effective" and 50% said it was "effective." Agency employees--About 63% of agencies using Coordination with Agency Programs social media for internal communications said it was "effective" and 13% said it was "very effective." Almost all agencies responding to the survey coordinated social media with their marketing and communications plan (90%). To compare the effectiveness of using social media This is consistent with the content management practices of tools to reach different constituencies, an average ranking most responding agencies. As stated previously, marketing was developed. A four-point scale was used, where 1 = "not and communications staff had full or partial responsibility effective at all" and 4 = "very effective;" N/A responses were for social media posts. A respondent from a large urban agency

OCR for page 17
19 Table 7 Frequency for Updating Social Media Applications by Type of Content Multiple A Few A Few Once a Times a Times a Times a Month or Content Type No. Day Daily Week Weekly Month Less Service Information (static) 33 24% 3% 24% 6% 21% 21% Agency News 31 13% 10% 35% 13% 23% 6% Meeting and Event Notices 30 3% 3% 27% 13% 27% 27% Service Alerts (real-time) 29 66% 7% 17% 3% 7% 0% Press Releases and Statements 28 14% 7% 21% 0% 43% 14% Other News 27 15% 15% 30% 7% 26% 7% Contests and Promotions 26 4% 12% 8% 4% 23% 50% Feature Stories 23 9% 4% 22% 4% 30% 30% Public Hearing Comments 19 11% 0% 16% 0% 16% 58% Job Listings 17 6% 0% 12% 12% 18% 53% Other 7 43% 14% 0% 0% 14% 29% Row percentage based on number of agencies responding, shown in column marked "No." offered this comment: "Social media tools need to be part of a under half (45%) for real-time service alerts. Agencies reported comprehensive strategy for passenger information and public limited coordination with other customer information services, communications (including traditional and IT-based means), including 511/traveler information (16%), 311/citizen infor- rather than implemented as one-offs." mation (10%), and 211/human services information (10%). A handful of agencies reported integrating social media with A majority of responding agencies (74%) said that they mobile applications, automated real-time information, special used their social media platforms for service advisories and just promotions, and other web-based activities.