Driver Alert: Humor Highlights Award-Winning Virginia PSA

Each year, the AASHTO Committee on Transportation Communications known as TransComm, hands out awards to state DOTs for outstanding communication, advertising and marketing campaigns and tactics.

One of the 2019 honorees, a public service announcement produced by the Virginia Department of Transportation, used humor to capture drivers’ attention and raise awareness for an annual challenge.

Virginia DOT used humor to remind motorists to watch out for deer.

During deer mating season, drivers have a much higher chance of encountering deer in the roadway, especially during dawn and dusk when visibility is lessened.

According to the VDOT award entry, more than 60,000 vehicle crashes involving deer took place last year. VDOT posted the PSA on Facebook, reaching more than 99,800 users. The 30-second video was shared 652 times on Facebook. It’s been viewed more than 24,000 times.

Congratulations to VDOT for using humor to highlight a serious safety issue for drivers.

The hottest new tactic for transportation agencies is podcasts? Yes, podcasts!

It may be hard to believe, but one of the hottest media tactics is podcasting. And several transportation departments and trade associations have developed podcasts as a way to reach what experts says is a still growing audience.

According to “The Podcast Consumer 2019,” a report published by Edison Research earlier this year, 22 percent of people age 12 and older listen to podcasts weekly, and nearly a third of people listen to podcasts monthly.

Edison’s report finds that the audience share for podcasting has grown a whopping 122 percent since 2014. And, young people age 12-24 are among the largest consumers of podcasting.

Music Oomph has compiled a host of interesting statistics on podcasting.

Continue reading “The hottest new tactic for transportation agencies is podcasts? Yes, podcasts!”

New AASHTO Report Shows State DOT Social Media Trends

smreportcoverIt was only a handful of years ago that the American Association of State Highway and Transportation Officials, my work-day employer, began polling its member state departments of transportation about their growing implementation of social media tools.

 

In 2009, less than half of states used Facebook and then most were tepid in their level of engagement. The dominant tool for state DOTs was Twitter, but it was used almost exclusively for sharing roadway traffic conditions and emergency information.

Continue reading “New AASHTO Report Shows State DOT Social Media Trends”

The Big Three: Facebook, Twitter and Video Are DOTs Preferred Social Places

For more than half a decade, AASHTO has tracked social media usage by state departments of transportation. During that time, a crazy myriad of social tools have come along – and gone away. But according to the 2015 State DOT Social Media Survey, three social tools have established themselves as the tried-and-true, go-to resources.

(Full disclosure: I serve as AASHTO’s communications director and work closely with state DOTs on communications issues, including use of social media.)

Each June, AASHTO surveys state DOTs about their social media programs. In 2010, states generally relied on Twitter, Flickr and YouTube. Approximately 10 percent of state DOTs still maintained MySpace accounts and 33 percent offered podcasts.

socia media big threeThis year’s survey shows, however, that Facebook, Twitter and online video services YouTube and Vimeo are the social tools most used by state DOTs to communicate with the public.

The survey goes a step further and asks states a simple question, “If your state could use only one social media service, which would it use?” Twitter came out slightly ahead of Facebook, but both tools had their fans.

whichonetool Twitter advocates said that the short message format and the immediate information delivery worked best for providing breaking, or urgent information about system conditions. It also was described as an important channel for connecting with journalists and bloggers covering transportation issues.

Facebook fans described the rich suite of tools and the ability to integrate several social channels into a single site as among its biggest benefits. In short, Facebook has the potential for the largest audience and provides the best platform for longer-form messages related to safety and overall agency branding.

You can see from the chart below that Twitter is mostly used for the urgent, need-to-know information, while states mostly use Facebook for public involvement and general branding/safety messaging.

bigthreetable.emfA full list of the annual social media reports 2010-2015 is available at the TransComm web site.

What’d you say? Archiving the conversation for public records

There is no doubt that social media is a standard practice for state DOTs and other transportation agencies. And, as with other standard government communications, public records and retention laws, guidance and regulation abound for social media.

That’s right. Today’s transportation communications practitioners expected to keep up with emerging technologies, learn the rapidly shifting cultures that govern each unique space, and stand ready to share credible, vetted information at a moments notice regardless of the time of day. They also have to understand and comply with archiving rules and regulations governing their organization.  Continue reading “What’d you say? Archiving the conversation for public records”