Uses of Social Media in Public Transportation (2012) / Chapter Skim
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Pages 13-18
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From page 13... ...
This goal received the lowest average rating, at 1.9, and 38% of responding agencies said this was "not important at all." Also unimportant for social media was Save money. Seventeen percent of responding agencies said this goal was "not important at all" and the average rating was 2.6.
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From page 14... ...
TAbLe 2 TYpe OF InFORMATIOn pROvIded And SOcIAL MedIA AppLIcATIOn USed Goal No. Not Important Slightly Important Important Very Important Average Communicate with Current Riders 33 0% 0% 3% 97% 4.0 Improve Customer Satisfaction 33 0% 6% 9% 85% 3.8 Improve Agency Image 33 0% 6% 18% 76% 3.7 Reach Potential Riders 32 0% 9% 22% 69% 3.6 Distribute Real-time Service Info 32 3% 13% 19% 66% 3.5 Strengthen Community Support 33 0% 12% 21% 67% 3.5 Distribute General Service Info 33 3% 6% 45% 45% 3.3 Increase Ridership 33 3% 15% 30% 52% 3.3 Obtain Feedback on Projects 32 3% 19% 31% 47% 3.2 Save Money 29 17% 31% 24% 28% 2.6 Recruit and Keep Staff 29 38% 41% 17% 3% 1.9 Percentage is based on number of agencies responding to question, shown in column marked "No." Weighted average was calculated from responses using a four-point scale where 1 = "not important at all" and 4 = "very important." N/A responses were excluded.
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From page 15... ...
For example, agencies considered social media applications to be most effective for distributing realtime and general service information; these attributes did not rank among the most important for agencies on average. reacHInG tarGet MarketS Survey respondents were also asked how effective social media channels were in reaching different market segments.
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From page 16... ...
Item No. Not Effective Slightly Effective Effective Very Effective Average Communicate with Current Riders 33 0% 12% 30% 58% 3.5 Distribute General Info 33 0% 15% 42% 42% 3.3 Distribute Real-time Service Info 28 0% 25% 32% 43% 3.2 Improve Agency Image 33 0% 18% 58% 24% 3.1 Save Money 20 15% 15% 30% 40% 3.0 Obtain Feedback on Projects 30 3% 30% 37% 30% 2.9 Improve Customer Satisfaction 33 0% 27% 55% 18% 2.9 Strengthen Community Support 30 0% 37% 43% 20% 2.8 Reach Potential Riders 30 0% 43% 43% 13% 2.7 Increase Ridership 27 11% 52% 26% 11% 2.4 Recruit and Keep Staff 12 17% 58% 17% 8% 2.2 Percentage is based on number of agencies responding to question, shown in 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.
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From page 17... ...
but with the exception of these time-sensitive announcements, most agencies updated social media postings less frequently. news items and general service information stayed fairly current, with agencies reporting updates a few times a week for agency news (35%)
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From page 18... ...
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." TAbLe 7 FReqUencY FOR UpdATInG SOcIAL MedIA AppLIcATIOnS bY TYpe OF cOnTenT
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