Social media networks allow transportation providers to reach large numbers of people simultaneously and without a fee, essential factors for the millions of commuters and leisure travelers moving through the New York region every day. This report, based on earlier findings (from Part 1), which analyzed local transportation providers’ use of social media, and a seminar on the subject in the wake of Hurricane Sandy, recommends social media policies for transportation providers seeking to inform, engage and motivate their customers.
The goals of social media in transportation are to inform (alert riders of a situation), motivate (to opt for an alternate route), and engage (amplify the message to their friends and neighbors). To accomplish these goals, transportation providers should be:
- Accessible: Easily discovered through multiple channels and targeted information campaigns
- Informative: Disseminating service information at rush hour and with longer-form discussions on blogs as needed
- Engaging: Responding directly to customers, marketing new services, and building community
- Responsive: Soliciting and internalizing feedback and self-evaluating in a continuous cycle