2014 rural spring conference · 2020-04-14 · social media 101 2014 rural spring conference...
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Social Media 101
2014 Rural Spring Conference Connecticut Rural Transit Assistance Program
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Susan Bregman OAK SQUARE RESOURCES, LLC
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Agenda
What is social media? Types of social media
How transit operators use social media The digital divide Plan for success
Common concerns
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WHAT IS SOCIAL MEDIA? How social media differs from traditional communications
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Trad
ition
al m
edia
• Agency generated
• Static • One-way
messages • Agency voice • Information
Soci
al m
edia
• User generated
• Interactive • Two-way
conversations • Multiple
voices • Engagement
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TYPES OF SOCIAL MEDIA
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Net
wor
king
• Facebook • LinkedIn • Google+ • GovLoop
Mic
robl
oggi
ng
• Twitter • Tumblr • Instagram
Med
ia sh
arin
g • YouTube • Flickr • Vimeo • Scribd
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Blog
ging
• WordPress • Blogger • Posterous
Soci
al C
urat
ion • Pinterest
• Storify
Oth
ers • Crowd-
sourcing • Geolocation • Social
buying
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WHY USE SOCIAL MEDIA? How transit operators use social media to inform, connect, and have fun
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Provide service updates 1 April 2014 OAK SQUARE RESOURCES, LLC
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Offer agency info 1 April 2014 OAK SQUARE RESOURCES, LLC
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Support local events 1 April 2014 OAK SQUARE RESOURCES, LLC
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Toot your own horn 1 April 2014 OAK SQUARE RESOURCES, LLC
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Talk with your riders 1 April 2014 OAK SQUARE RESOURCES, LLC
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Connect with community 1 April 2014 OAK SQUARE RESOURCES, LLC
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Ask for support 1 April 2014 OAK SQUARE RESOURCES, LLC
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Poll your passengers 1 April 2014 OAK SQUARE RESOURCES, LLC
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Thank your workers 1 April 2014 OAK SQUARE RESOURCES, LLC
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Recruit new ones 1 April 2014 OAK SQUARE RESOURCES, LLC
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And have some fun 1 April 2014 OAK SQUARE RESOURCES, LLC
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A few examples
Facebook – Mountain Line (MT) https://www.facebook.com/pages/Mountain-Line/171971302849360 Facebook – Champaign-Urbana https://www.facebook.com/CUMTD Twitter – OATS Transportation https://twitter.com/oatstransit Twitter – Mountain Line (WV) https://twitter.com/MountainLine YouTube – Kansas City Metro https://www.youtube.com/user/ridethemetro YouTube – MATBUS https://www.youtube.com/user/matbusfm Blogs – The Buzzer Blog http://buzzer.translink.ca/
Blogs – The Source http://thesource.metro.net/ Flickr – MTA: http://www.flickr.com/photos/mtaphotos/ Flickr – TriMet http://www.flickr.com/photos/trimet Instagram – LACMTA http://instagram.com/metrolosangeles# Pinterest – Capital Metro http://www.pinterest.com/capitalmetro/ Google+ – Foothill Transit https://plus.google.com/101045175752750595042/posts LinkedIn – Santa Clara Valley Transportation Authority https://www.linkedin.com/company/vta?trk=company_name
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THE DIGITAL DIVIDE Who is using social media and who is left behind?
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Who’s not online? 1 April 2014 OAK SQUARE RESOURCES, LLC
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Online, 81%
Offline, 19%
47% of seniors
33% of low-income households
49% of people with no high school diploma
46% of people with disabilities
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Internet use is growing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Internet adoption, 2000-2013
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And so is broadband
Broadband versus dial-up, 2003-2013
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0% 10% 20% 30% 40% 50% 60% 70% 80%
2003
20
04
2005
20
06
2007
20
08
2009
20
10
2011
20
12
2013
Dial-up Broadband
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Who uses Facebook?
86%
73%
57%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
18-29 30-49 50-64 65+
Facebook users by age in 2012 Percentage of Internet users.
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Who uses Facebook?
68%
62%
69%
73%
55%
60%
65%
70%
75%
Less than $30,000
$30,000 - $49,999
$50,000 - $74,999
$75,000 and over
Facebook users by annual household income in 2012 Percentage of Internet users.
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Who uses Facebook?
72%
65% 63%
55%
60%
65%
70%
75%
Urban Suburban Rural
Facebook users by urban setting in 2012 Percentage of Internet users.
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PLAN FOR SUCCESS Getting started with social media
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Set the stage with a policy 1 April 2014 OAK SQUARE RESOURCES, LLC
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Pick your platform
Use Twitter for short time-sensitive announcements
Use Facebook to post information and engage riders
Share photos of your system and local events on Flickr
Use a blog for longer posts with more background information
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Find your voice 1 April 2014 OAK SQUARE RESOURCES, LLC
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Help people find you 1 April 2014 OAK SQUARE RESOURCES, LLC
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Measure your results 1 April 2014 OAK SQUARE RESOURCES, LLC
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Typical metrics
• Gauge size of community • How many friends, fans, and followers Reach • Track audience actions • How many shares, retweets, comments, or
downloads? Engagement
• Who’s talking about you? • Share of voice in industry or mentions by
competitors Voice
• Assess positive or negative mood of comments • Data mining Sentiment
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Measurement tools
Free
• Built-in analytics (e.g., Facebook Insights)
• Google Analytics* • HootSuite* • Klout • HubSpot Marketing
Grader • IceRocket • SocialMention • WooRank*
$
• Buzz Equity • Mention • Spredfast • Sprout Social • Trackur
$$
• Cision PR Software • Lithium • MediaVantage • Meltwater • Salesforce Radian6 • Synthesio • Talkwalker • Vocus
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* Free and paid levels
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COMMON CONCERNS
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“We won’t be able to control the conversation”
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You won’t. It’s appropriate to manage illegal or offensive behavior, but… Thick-skinned agencies can use social media to learn about their riders and their service. And people are talking about you anyway. You might as well join the conversation.
Social media is not for control freaks.
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“We don’t have the resources”
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Social media is free…like a
puppy.
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“What if something goes wrong?”
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“Do we have to keep records?
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“Our riders don’t use social media”
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What advice did practitioners offer?
• Pick your platforms • Consider the organizational impacts • Find the right voice • Listen, listen, listen • Have fun • Just get started • And keep moving
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ANY QUESTIONS?
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Want to read more? 1 April 2014 OAK SQUARE RESOURCES, LLC
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More information about the book is available here.
Read www.thetransitwire.com
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Contact me
Susan Bregman Oak Square Resources, LLC [email protected] 617.783.8630 www.oaksquareresources.com www.thetransitwire.com @TheTransitWire @OakSquareSusan
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