Uses of Social Media in Public Transportation (2022) / Chapter Skim
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Pages 72-107
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72 Survey Results A P P E N D I X C Q2. Describe the service area size of your agency.
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Survey Results 73 Table 13. Annual ridership of the agencies.
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74 Uses of Social Media in Public Transportation Participant Information -- Agency Name How many riders did your agency handle in the most recent years? Agency Ridership -- 2017 How many riders did your agency handle in the most recent years?
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Survey Results 75 Participant Information -- Agency Name How many riders did your agency handle in the most recent years? Agency Ridership -- 2017 How many riders did your agency handle in the most recent years?
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76 Uses of Social Media in Public Transportation Social Media Platforms Q5. What social media platforms does your agency use?
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Survey Results 77 Q6. Indicate the type of information your agency provides via the following major social media platforms.
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78 Uses of Social Media in Public Transportation Agency Q6 Open Text Responses San Francisco Bay Area Rapid Transit District Polls on Twitter Live Twitter Town Halls or Ask Me Anything–type Q&As BART provides customer-service-type responses and creates cases and service tickets from tweets for action by staff. San Diego Metropolitan Transit System Resharing of rider posts and videos (Twitter and Instagram)
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Survey Results 79 Q7. How frequently does your agency update the following?
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80 Uses of Social Media in Public Transportation Agency Q7 Open Text Responses Community Transit Rider alerts (via GovDelivery) , 1–2 times a month for construction E-newsletter, 1 time a month Livestream on Facebook Live, 1 time a month or 2 times a month on service change months Kansas City Area Transportation Authority Rider/employee profiles -- weekly Mural Mondays -- weekly Service changes -- quarterly (outside of the pandemic)
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Survey Results 81 Q8. How many people are instrumental in reviewing social media content before posting?
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82 Uses of Social Media in Public Transportation Q10. How many man hours does your agency dedicate toward managing social media?
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Survey Results 83 Agency Q11 Open Text Responses Salem Area Mass Transit District (Cherriots) We do not budget specifically for it.
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84 Uses of Social Media in Public Transportation Agency Considerations Q12. How important is each of the following considerations in your agency's decision to use social media?
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Survey Results 85 Indicate any other agency considerations for social media use and their level of importance. Table 19.
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86 Uses of Social Media in Public Transportation Q13. How effective have your agency's social media activities been in achieving the following goals?
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Survey Results 87 NOTE: Responses are expressed as a percentage of total participating agencies (N = 47)
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88 Uses of Social Media in Public Transportation Agency Q13 Open Text Responses Metropolitan Transit Authority of Harris County Social media has been effective for marketing and being able to interact with the public directly. Los Angeles County Metropolitan Transportation As a government entity, we have a responsibility to reach out to taxpayers and customers to inform them of what is happening with our agency.
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Survey Results 89 Q15. How does your agency measure the effectiveness of your social media success?
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90 Uses of Social Media in Public Transportation NOTE: Multiple responses were allowed. Responses are expressed as a percentage of total participating agencies (N = 47)
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Survey Results 91 Q17. Is your agency effective in reaching specific audiences with the help of social media platforms?
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92 Uses of Social Media in Public Transportation Q18. Do your agency's social media posts tie in with other activities and/or information distribution platforms, such as real-time alerts or service advisories?
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Survey Results 93 Q20.
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94 Uses of Social Media in Public Transportation Q23. Is there a social media strategy policy at your agency?
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Survey Results 95 Agency Q25 Open Text Responses Community Transit When sharing information about COVID-19 and how the agency is working to protect riders, posts are reviewed by the public information officer and approved by our security manager who heads up our incident command system team. All other non-COVID-related information is posted to social media by communications and marketing as usual.
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96 Uses of Social Media in Public Transportation Agency Q25 Open Text Responses Mountain Line Transit Authority We update our service levels daily on Twitter/Facebook. We also use social media to relay any CDC guidelines related to transportation and being in public.
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Survey Results 97 Agency Q25 Open Text Responses Regional Transportation Commission of Southern Nevada Sharing of resources available by counties, cities, and health districts for testing and vaccination sites Long Beach Transit Increased communication including greater use of Twitter Los Angeles County Metropolitan Transportation We adjusted the tone. Whereas in the past we would sometimes try to be funny or irreverent, we tried to just stick with the facts during the pandemic.
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98 Uses of Social Media in Public Transportation Q26. Below are some commonly identified barriers to using social media.
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Survey Results 99 Agency Q27 Open Text Responses Metropolitan Atlanta Rapid Transit Authority Lack of staffing to manage channels and interactions Salem Area Mass Transit District (Cherriots) We have had a few incidents of staff posting comments conveying their frustration and anger with the district on our posts.
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100 Uses of Social Media in Public Transportation Q28. Can people with disabilities access your agency's social media sites?
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Survey Results 101 Q30. How does your agency archive social media interactions?
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102 Uses of Social Media in Public Transportation Agency Q31 Open Text Responses Central Midlands Regional Transit Authority To grow annually by 10–15% (by followers) Community Transit Increase followers Create more videos Create more content overall Rhode Island Public Transit Authority No current goals Southwest Ohio Regional Transit Authority/Metro Grow to 1 million followers Lowcountry Regional Transportation Authority Increase followers and interactions Explore new platforms, such as TikTok Greater Peoria Mass Transit District Increase views/use Improve content Develop more robust strategies TriMet Reach more minority communities Find ways to reach and influence nonriders Make our content more accessible Metropolitan Atlanta Rapid Transit Authority Add staff to actively manage the distribution of service information and to bring customer service representatives to handle complaints directly on social media Miami-Dade Transit Increase following Decrease complaints Improve agency perception Salem Area Mass Transit District (Cherriots)
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Survey Results 103 Agency Q31 Open Text Responses Blue Water Area Transportation Commission N/A San Joaquin Regional Transit District Increase engagement and followers Capital Metropolitan Transportation Authority Restructure what information goes on what channel Hire someone specifically for social media strategy Revamping/cleansing of our YouTube channel Blacksburg Transit Increase engagement San Francisco Bay Area Rapid Transit District To keep up with new trends and to always be on the forefront Charlotte Area Transit System Increase reach and audience San Diego Metropolitan Transit System Gain better social media analytics (tracking through Sprout is new this past year) Increase following on social platforms while maintaining and increasing engagement rates Use tools to rebuild trust/ridership following COVID-19 pandemic through active community engagement and transparency Tampa Bay Area Regional Transit Authority We are a very small staff with a limited budget for outreach, so we have no long-term social media goals.
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104 Uses of Social Media in Public Transportation Agency Q31 Open Text Responses Regional Transportation Commission of Southern Nevada Grow followers and engagement Long Beach Transit To increase student engagement and senior engagement Los Angeles County Metropolitan Transportation To continue to expand our followers on all streams and to use social media to keep taxpayers informed, aware of our agency, and at times even entertained Los Angeles Department of Transportation–Transit Build our follower base and develop a visual identity Washington Metropolitan Area Transit Authority Continued engagement Better storytelling More video productions Valley Metro Increase followers on all platforms Halifax Transit Grow existing followers Increase customer engagement Expand our social media reach to other platforms Increase our customer service information about our programs Q32. Please describe any lessons learned by your agency that could be useful to other transit agencies.
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Survey Results 105 Agency Q32 Open Text Responses Do not get engaged in online "flame wars." You will never win. Let others come to your defense -- they will.
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106 Uses of Social Media in Public Transportation Agency Q32 Open Text Responses Los Angeles County Metropolitan Transportation It is better to be interesting than boring. Los Angeles Department of Transportation– Transit Keep the access to social media accounts to a few staff.
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Survey Results 107 Agency Q33 Open Text Responses Charlotte Area Transit System Have a social media coordinator who can devote all their time to the strategy. Los Angeles County Metropolitan Transportation Do not be condescending with riders, and know when to break off interactions going poorly.
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