Transportation Agencies Take Note: Facebook Matters in a Crisis

Transportation organizations have important information to share with the traveling public. That’s especially true during natural disasters when maintenance crews and first responders are often the first people surveying damage and assessing the status of infrastructure leading to people’s homes and businesses.

Last month, Pew Research Center and the Knight Foundation published the latest report that shows nearly half of U.S. adults are getting their news from Facebook. Meanwhile, the annual State of the News Media report found a continued decline in local daily newspaper circulation (down 7 percent) and local TV news viewership (down 5 percent late night and down 2 percent mornings).

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Snapchat still not gaining traction with state DOTs

The White House is there. Departments of health have accounts. Even departments of wildlife and interior have created Snapchat accounts. But state DOTs are still not embracing the fast-growing social medium popular with teens and young adults.

Mississippi DOT used this photo prop to help safety fair attendees connect with its Snapchat account.

The exception is Mississippi DOT, which in April partnered with a local Mississippi-based creative firm Godwin Group to engage youth and their parents at a safety fair in Jackson.

According to MDOT’s Rob Pettit, the DOT used custom geofilters to create a unique experience for safety fair attendees.

Toward Zero Deaths Not Just a Vision, It’s Personal

I never realized how dangerous it was for teen drivers to climb behind the wheel until recently when it was time to teach my teenage son how to drive. Not even when I was a  young person did I fully appreciate the myriad distractions, and the literally non-stop decision-making necessary for someone to drive safely on our roadways.

Driving is not easy. Perhaps that’s why more than 32,000 people are killed in roadway crashes each year. That’s a staggering amount by any measure.

State DOTs and other public safety organizations around the country are doing their part to try and get all of us – the experienced driver and the young person – to imagine a future when no one dies on America’s roadways.

Under the banner “Toward Zero Deaths,” a coalition of transportation organizations have decided that our national target goal for roadway deaths should be less than one.

Many state examples of public outreach campaigns touting the target goal can be found online. Mississippi Department of Transportation recently launched its web site and it features a game show-themed video asking regular people safety related messages.

Mississippi’s video follows the lead of states like Utah, Iowa and Nevada by asking people how many deaths are acceptable on the nation’s highways. Then they ask, how many deaths are acceptable in that person’s family. Of course it’s zero.

I have always considered it clever and effective to make the issue of safety intensely personal. But nothing makes the topic as effective as climbing into a vehicle with a young driver.

So I offer a final hat tip to Ford and the Governors Highway Safety Association for offering free driving skills courses for young drivers. My son and I will be attending one of these sessions very soon. Because zero deaths is not just a national vision, for my family and me its personal.

DOT Takes to Airing of Grievances to Great Effect

Washington State Department of Transportation used Twitter Dec. 23, 2015 to air its grievances to great effect with motorists.

The use of humor in social media spaces has for some time been an acknowledged strategy for building an audience. And, most people would agree that it is hard to build excitement or interest in dry lectures about best practices.

The Washington State Department of Transportation last month decided to leverage the holiday season to make a few points about driver behavior by crafting their messages under the guise of celebrating Festivus, the fictional holiday featured in the Seinfeld comedy series of the 1990s. Part of the “traditional” Festivus celebrations includes the “airing of grievances,” along with displaying feats of strength.

[Full disclosure: I formerly worked for WSDOT and as a former state resident generally follow their social media channels.]

So WSDOT took to Twitter Dec. 23, 2015 and announced it was celebrating Festivus 2015 by airing a few grievances. Jeremy Bertrand, WSDOT’s digital and social media guru, reported that the “grievance” airing went well and that from WSDOT’s perspective the public enjoyed the messages, and in some cases joined in by airing grievances of their own.

WSDOT assembled a large compilation of their Festivus messages and the public responses over at Storify.

By using the Festivus theme WSDOT was able to highlight risky behaviors, bad habits and other actions that typical motorists sometimes use that contribute to safety concerns and maintenance issues. This is not the first time a state DOT has talked about these issues, but using humor and connecting with a pop culture event like Festivus helped communicate the messages in a more acceptable way.

Turning to your customers for advice

It’s common throughout the transportation industry to make data available for private use. And, that data often end up presented in mobile apps. No surprise, if a department of transportation or local transit agency has rapidly, or even regularly updated data that includes route conditions, a mobile public wants to know.

The Massachusetts Bay Transit Authority not only makes its data available to those who build apps, it went a step further and asked its customers which app they find most useful.  Then, based on the customer feedback, established a handy summary chart, that not only lists the most popular apps, but where people use the app and the features that customers find most helpful.

Not only does MBTA seem as if it’s listening, it also is providing an additional service for its customers. Which, by the way, beats the alternative. 

Monday @MBTA commuters! I drew a map for you of which stations are actually open: pic.twitter.com/ZHyjQ6sX8b

— Sara Morrison (@SaraMorrison) February 16, 2015

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.

This 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.

 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.

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

Transportation Communicating is About More Than Cars and Highways

Even as the price of fuel remains low and national vehicle miles traveled grows on our nation’s highways, there is no doubt that bicycling — whether competitively or recreationally — is growing in popularity.

Most states have policies and programs in place to support bicycling programs and infrastructure. In addition, state transportation departments tend to have employees who bike regularly. In many states the chief engineers and transportation CEOs regularly cycle and serve as the strongest advocates for bicycling.