developing social media protocols and policies for transportation agencies
TRANSCRIPT
What’s the Worst That
Can Happen?
Developing Social Media Protocols and Policies
Susan Bregman
Principal
Oak Square Resources, LLC
@thetransitwire
Sarah Kaufman
Digital Manager
NYU Rudin Center for Transportation
@NYURudin
Agenda
• What’s a social media policy?
• Getting started
• Resource management
• Acceptable uses
• Institutional considerations
• Evaluation
• What’s next
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What is a social media policy? 14-Jan-14 TRB Annual Meeting
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Elements of a social media policy
Getting started
Managing resources
Acceptable uses
Agency considerations
Measuring results
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GETTING STARTED
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Factors to consider
• Pick a platform
• Find your voice
• Create engaging content
• It’s a two-way street
• Time your messages strategically
• Think before you post
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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 14-Jan-14 TRB Annual Meeting
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Create engaging content 14-Jan-14 TRB Annual Meeting
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Timing is everything 14-Jan-14 TRB Annual Meeting
0% 20% 40% 60% 80% 100%
Off peak
Peak
Service
Engagement
Marketing
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The Internet is forever 14-Jan-14 TRB Annual Meeting
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RESOURCE MANAGEMENT
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Factors to consider
• Time commitment
• Staff roles and responsibilities
• Account oversight
• Closing the feedback loop
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Squeeze play 14-Jan-14 TRB Annual Meeting
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Closing the feedback loop 14-Jan-14 TRB Annual Meeting
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ACCEPTABLE USES
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Factors to consider
• Blurring line between personal and professional uses
• Who may access social media
• Employee conduct
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Blurring the lines
Official agency use
Professional use
Personal use
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Managing access 14-Jan-14 TRB Annual Meeting
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INSTITUTIONAL
CONSIDERATIONS
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Factors to consider
• Archiving and record keeping
• Cyber security
• User privacy
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Do we have to keep records? 14-Jan-14 TRB Annual Meeting
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Protect your agency 14-Jan-14 TRB Annual Meeting
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EVALUATION
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Measure your results 14-Jan-14 TRB Annual Meeting
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WHAT’S NEXT?
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The power of the crowd 14-Jan-14 TRB Annual Meeting
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Want to read more?
This presentation was prepared for the Transportation Research Board Annual Meeting in January 2014. Findings are based on a chapter in Best Practices for Transportation Agency Use of Social Media, edited by Susan Bregman and Kari Edison Watkins, Ph.D., and published by CRC Press in October 2013. More information about the book is available here.
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Contact us
Susan Bregman
Oak Square Resources, LLC
www.oaksquareresources.com
www.thetransitwire.com
@TheTransitWire
@OakSquareSusan
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Sarah Kaufman
NYU Rudin Center for Transportation
NYURudinCenter.com
NYCmobility.org
@NYURudin