The problem with #hashtags: @BAFuture’s #Imstuck

Hashtags are a tough deal. I really encourage anyone deciding to use a hashtag to do some research before picking a hashtag that will support your message and strengthen your branding.

Earlier this week, Building America’s Future released a new mobile app that helps people tell Congress when they are stuck in traffic. The app encourages users to copy BAF and share on Twitter when they have sent a message to Congress.

The app received some great coverage and I’ve watched for some backlash toward the app since it appears to encourage drivers to send messages while they are behind the wheel. I know that it doesn’t directly encourage distracted driving, but the idea that someone would send a message to Congress while stuck in traffic kind of infers that. 

Still, the app seems really smart and I’m intrigued. But the hashtag, #imstuck, seems to have landed with a thud. I’ve compiled a few of the items on Storify.

I truly wish the BAFuture.org folks much success. We need all the awareness we can get for transportation in Congress. But maybe we need a better hashtag? 

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Social media in the public involvement process? Yes, but be specific and have a plan

Photo courtesy Washington State Department of Transportation/Washington State Ferries

Social media sites are so popular that even our children admit they need more time offline. For those state DOTs that are considering how to use social media sites for formal public involvement, there are a few things to consider.

First, acknowledge that at least for now, social media tactics are likely complementary to a good core program. After all, we still have to consider those who are not online. And even with more than 750 million Facebook accounts, there still are a few people who resist the urge to read their friends’ status updates and look at cute pictures of their nieces and nephews. Good social media plans rest atop solid traditional outreach programs, enhancing and enriching the opportunities for public input and, eventually, public decision-making.

Technology transfer: Consider the audience when developing the engagement plan

Transportation planners and communication types are always looking for the most efficient and effective ways of engaging the public in conversations about transportation. Mostly, we want to make sure that the people who are affected by transportation decisions have an opportunity to share their thoughts and opinions.

I have been among those who have pushed for a more expansive use of social media tools in the public involvement process. And, often, I have heard from those who are rightfully concerned about issues of equity that too much focus on social media will leave people out of the process – primarily older citizens; those from lower socioeconomic circumstances; and, those with disabilities.

The latest Pew Internet and American Life report begins to shed some light on how – and how much – older Americans are using the internet and social media. And, the reality is that more and more older citizens are using the internet – mostly email – and social media sites. Nearly 70 percent of older adults now own cell phones, a huge jump in technology adoption from just a few years ago.

It is true that not everyone is online, and not everyone is using a smart phone. Despite more than 750 million accounts on Facebook, you cannot reach everyone in your project area with Facebook ads. I love Twitter, but not everyone is willing to wade through the clutter to find the informational nuggets.

That’s why, at the end of the day, the best public engagement plan will take into consideration the target audience, and deploy a suite of methods to reach that audience. Even, perhaps, a plan that includes social media because that’s where the “old” people are!

Growing Your Twitter Followers, As Easy As 1-2-3

(Photo credit: Wikipedia)

You finally leaped over the legal team, juked past the IT group and came up with the perfect Twitter handle. Your transportation agency is now part of the mobile/social web. Your agency has a Twitter feed.  Congratulations!

Now, all you need are people to know you exist.

We can argue at length about the best Twitter metrics, but for most in our business, “followers” matter. And we all need them.