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From page 26... ... 26 Introduction After the survey was complete, seven agencies were selected as case examples that provided survey responses on unique or effective practices. The primary selection was based on the agency size, geographic locations, and use of social media. Read the entire page →
From page 27... ... Case Examples 27 customer satisfaction and agency image, and citizen engagement were the agency's most important goals. BART has undertaken some insightful projects to connect with riders and improve customer satisfaction. Read the entire page →
From page 28... ... 28 Uses of Social Media in Public Transportation is reflected by the impressions and reach of the agency's social media platforms. Furthermore, response rates and time reflect the success of customer care. Read the entire page →
From page 29... ... Case Examples 29 different strategies for each platform was also suggested. BART employees also suggested setting up a Twitter account dedicated to service advisories so that people do not have to scroll through many service alerts that are not relevant to them to access announcements, news, and other engaging content. Read the entire page →
From page 30... ... 30 Uses of Social Media in Public Transportation The marketing team within the department handles all social media posting and responses via Facebook, Twitter, and Instagram. DTPW has allocated approximately $2,000 to $5,000 per fiscal year to promote various messages via its social media platforms. Read the entire page →
From page 31... ... Case Examples 31 Social Media Metrics Important social media metrics for MDT are social media engagement, awareness, the number of followers, and the success of customer care for the agency. DTPW uses Twitter Analytics, Facebook Insights, and DMs to measure its social media success. Read the entire page →
From page 32... ... 32 Uses of Social Media in Public Transportation Social Media Platforms The transit technology coordinator reported that CyRide uses the following social media platforms: Facebook, Twitter, YouTube, and Instagram. The administrative staff of the agency share service-related information, agency news, projects, promotions, emergency alerts, and crisis information a few times a month. Read the entire page →
From page 33... ... Case Examples 33 COVID-19 Considerations During the COVID-19 pandemic, the agency has posted extensive additional information about disinfection, rear-door boarding, social distancing, and mask wearing. Moreover, the agency offered free rides to passengers for ensuring access to COVID-19 vaccine events (Figure 8) Read the entire page →
From page 34... ... 34 Uses of Social Media in Public Transportation Agency Considerations TANK finds social media platforms to be important and effective in achieving the agency goals listed in the survey questionnaire. The agency also finds the social media platforms effective in reaching its target market, including regular riders, occasional riders, students, young adults, seniors, people with disabilities, low-income communities, minorities, agency employees, and external shareholders (see Figure 9) Read the entire page →
From page 35... ... Case Examples 35 Partnerships and Policies TANK's social media platforms are connected to its marketing and communication plans. The agency shares third-party private company information or promotions via social media platforms. Read the entire page →
From page 36... ... 36 Uses of Social Media in Public Transportation public forums, and the COMET Academy classes are uploaded to the YouTube channel. The agency engages senior management, marketing staff, interns, and other employees to manage the agency's social media content. Read the entire page →
From page 37... ... Case Examples 37 web page (www.COMETCovidHelp.org) for imparting detailed information on how to use the COMET's services. Read the entire page →
From page 38... ... 38 Uses of Social Media in Public Transportation runs an official website that is completely accessible to people with disabilities. The senior management and marketing staff of the agency manage the social media content regarding general service information, emergency alerts, crisis information, agency news, projects, press releases, statements, agency promotion, feature stories, and job listings. Read the entire page →
From page 39... ... Case Examples 39 Social Media Metrics An important social media metric for the agency is awareness among followers. Its social media success is measured by Twitter Analytics, Hootsuite, Facebook Insights, DMs, and thirdparty data metrics. Read the entire page →
From page 40... ... 40 Uses of Social Media in Public Transportation currently runs two ferry routes, 61 conventional bus routes (including corridor, local, and express services) , three regional express routes (called MetroX) Read the entire page →
From page 41... ... Case Examples 41 Agency Considerations According to the respondent, only a small portion of the population under the agency's service areas uses Twitter, which is the agency's main channel of communication. The respondent also indicated that Twitter is only "slightly effective" in reaching the target market of the agency. Read the entire page →
From page 42... ... 42 Uses of Social Media in Public Transportation was reduced by roughly 30 percent and was communicated broadly via social media. Municipal social media channels also shared this information on Halifax Transit's behalf. Read the entire page →
From page 43... ... Case Examples 43 Figure 14. Key topics from 118,297 official tweets by the case example agencies. Read the entire page →

From page 26...

... 26 Introduction After the survey was complete, seven agencies were selected as case examples that provided survey responses on unique or effective practices. The primary selection was based on the agency size, geographic locations, and use of social media.