Uses of Social Media in Public Transportation (2012) / Chapter Skim
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Pages 28-37
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From page 28... ...
agency considerations In the survey, BART indicated that communications with current riders and providing general service information were the agency's most important goals and that social media were "very effective" in achieving those goals. Also important for BART is the ability to bypass traditional media outlets and to communicate directly with customers.
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social Media links Website: www.bart.gov Facebook: www.facebook.com/bartsf Blog: sfbart.posterous.com/ Twitter: www.twitter.com/sfbart YouTube: www.youtube.com/bartable Foursquare: foursquare.com/sfbart. dallas area rapId transIt DART is a multimodal transit agency serving the Dallas metropolitan area.
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agency considerations Acknowledging that customers have multiple transportation alternatives, DART hopes to use social media platforms to personalize the riding experience. In the survey, DART rated social media "very effective" for communicating with riders and with distributing real-time information and "effective" for other goals, including improving customer satisfaction and improving the agency image.
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However, LANTA observed how other organizations used social media and quickly adapted to what an executive called "a whole new world." Twitter also had a learning curve, with its 140-character limit and specialized style and syntax, but again the agency found its voice. The agency's use of social media outlets supports a number of strategies.
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social Media links Website: www.lantabus.com/ Facebook: www.facebook.com/pages/LANTA-LehighValley-Metro/129767331032 Blog: lantanews.blogspot.com/ Twitter: www.twitter.com/LANTALV YouTube: www.youtube.com/LANTALehighValley. MetropolItan transportatIon authorIty MTA is a multimodal transportation organization in the New York metropolitan area.
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social Media overview Mountain Line staff report using the following social media applications: Facebook, Twitter (see Figure 13) , and LinkedIn.
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• Make it easy for the customers to get the information they need. Mountain Line believes that university students along with choice, or discretionary, riders constitute the primary audience for its social media communications, especially Twitter updates.
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TransLink moved into social media as part of an overall strategy to become a more customer-focused organization, and Twitter is a key element of that approach. In addition to using Twitter to offer transit service information and updates, TransLink now provides customer service through Twitter as well, as described in the following section.
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TransLink has not seen any change in the volume of telephone calls coming into the customer service center since the agency increased its use of Twitter. Instead, the agency believes that using Twitter has allowed TransLink to reach new customers who were not previously contacting customer service, including students and young working professionals, those under 35 years old (see Figure 15)
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TransLink would also like to better integrate social media into its call center and customer service processes to ensure central collection of issues and consistent responses. TransLink was initially concerned about attracting criticism and negative feedback through its social media activities, but instead found an audience eager to participate in conversations.
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