Streaming live events is not necessarily a new idea for transportation agencies. But one state DOT has found that leveraging live streaming capabilities within Facebook can generate huge results.
The Washington State Department of Transportation was one of the first state DOTs to experiment with Periscope, a live streaming service owned by Twitter. The 2015 State DOT Social Media Survey found that about 10 percent of DOTs in 2015 were using either Periscope, or the similar Meerkat, streaming media service.
Twitter and Facebook mostly likely get most of you team’s attention, while Instagram’s massive growth — especially with younger drivers and commuters — should probably push its way into your communication strategy.
Last month the Transportation Research Board’s annual meeting brought more than 11,000 people to Washington DC to share research and best practices in all facets of transportation. I was fortunate and honored to have a few minutes to talk about how state departments of transportation are using social media in the public involvement process.
Measurement in public relations is a difficult topic. While everyone agrees it is important, there is almost no agreement on the right approach, techniques and data. We live in an age of tremendous technological innovation and data surrounds us. Piles and piles of data. But we really do not agree on measurement.
For the transportation communicator this can be a challenge, especially when trying to build a case for executive support and investment in robust outreach and engagement campaigns. How do we, as a profession, show a return on investment or a proof of performance for well-meaning organizational leadership that may not fully understand our business?