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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
14-Jan-14 TRB Annual Meeting
2
Elements of a social media policy
Getting started
Managing resources
Acceptable uses
Agency considerations
Measuring results
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4
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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Timing is everything 14-Jan-14 TRB Annual Meeting
0% 20% 40% 60% 80% 100%
Off peak
Peak
Service
Engagement
Marketing
11
Factors to consider
• Time commitment
• Staff roles and responsibilities
• Account oversight
• Closing the feedback loop
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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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Factors to consider
• Archiving and record keeping
• Cyber security
• User privacy
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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
14-Jan-14 TRB Annual Meeting
30
Sarah Kaufman
NYU Rudin Center for Transportation
NYURudinCenter.com
NYCmobility.org
@NYURudin