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SOCIAL MEDIA IN TRANSPORTATION Justin Carinci, Communications Director OTREC
SOCIAL MEDIA IN TRANSPORTATION Justin Carinci, Communications Director
OTREC
Which media do you mean?
Scores of media called “social” Focus here:
“Complete” social media sites (Facebook, LinkedIn) Microblogging (chiefly Twitter) Traditional content with social implications (Website,
blogs) Single-purpose sharing sites (photo, video, etc.)
Who’s using these tools?
Everyone.
Who’s using these tools?
Digital Surgeons
Digital Surgeons
In business …
78 percent of companies use social media
MediaPost News, 2010
In business …
700 million local businesses have Facebook pages
Hubspot Blog
In the public sector …
Twitter: 48 governors are on Twitter At least 80 state legislative caucuses
are on Twitter At least 10 percent (and growing) of
state legislators are on Twitter
In the public sector …
Facebook: Every governor is on Facebook More than a third of legislators are on Facebook
Why use social media?
Comparable to traditional media, but with two additional strengths: Cost Control
What’s your goal?
Sell products? Drive people to your
website? Become an authority? Just become known? Move info to people? Get people to move?
The goal will shape everything about your social media strategy.
Be your own guide
Use your planning process or existing documents to guide you.
Don’t follow the leaders; they may have different goals.
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What are OTREC’s goals?
Drive people to website Move information to people Secondary
Get people to move Become an authority
What are the best tools for each?
Drive people to website: Twitter Move information to people: Twitter or Facebook Secondary
Get people to move: Facebook Become an authority: Blog (news), Twitter
Are they best for you?
Where is your audience, and when? Twitter can get people to act right now, but is
fleeting So, have an easy ask: visit a link, not a
party Facebook posts and events last longer
Better to keep that information here
Where is your audience?
At work? On the bus? At home? Who knows? Consider whether you’re building your
audience or talking to an existing audience.
They might not use social media But someone who can reach them does:
media, opinion leaders, etc.
Using the tools
One sneakily powerful tool
With Twitter, you:
Get out what you put in Define the terms of your relationships (no “friends”) Don’t need to commit to much (unless you have an
“authority” goal) Get in under people’s radar Have line into targeted community (even invisible
members)
Twitter basics
Keep it short. One thought per tweet. Be judicious about posts. They add up. Nuts and bolts (@, #, d, RT, thx) Room to retweet. Is ths n effctv way 2 communic8? Speak to your audience. You will have followers in
many disciplines, but don’t dilute your voice.
Getting started
Twitter.com is fine for beginners
You can get started: Find people who you know tweet Find organizations you suspect tweet Follow the followers (and their lists)
As you grow: Lists
As you grow: Favorites
Facebook and LinkedIn
“Complete” social sites
Facebook: Social turned professional
LinkedIn: Professionals getting social
LinkedIn: Who’s there?
Quantcast.com
What are they there for? Know your audience? Do they use the platform, discuss,
post? Or do they just look for connections, recommendations,
job openings? Neither the size (<1/4 of Facebook) nor the limited use
are necessarily bad, if that’s what you’re looking for.
Where our audience has been and increasingly spends time
Diverse platform; broader audience, richer experience
More casual, fun, than Twitter (professionally)
Facebook: Maturing
So far, so good
You’ve covered your bases. People can find you. Should you go further? Time to reassess. Can you keep your
commitments? What’s your ROI? Do you have anything
worth directing people to?
Before you go any further
Find a way to manage your social media, or you’ll go mad!
Social organizers
Wrangle all your accounts (Twitter, Facebook, LinkedIn and many more) for you and your organization.
Tweetdeck HootSuite Seesmic
Seesmic: New, but gaining
Tweetdeck: Stable
Composing across platforms
All commands together
Send when you should …
Not just when you’re free.
As with any tool
Just because you can, doesn’t mean you should
You only get one click.
One basic rule:
Beyond
Mobile: People view you in a variety of media, and take you with them. Are you using the right tool? Do you offer something that an app does better?
Convenient to audience, not to you
Other venues
Questions? Justin Carinci [email protected] twitter.com/otrec www.facebook.com/otrec http://otrec.us
