This presentation from Susan Bregman and Sarah Kaufman offers advice to transportation organizations and agencies about developing social media protocols and policies. The findings were presented at the Transportation Research Board 2014 Annual Meeting and are drawn from the book "Best Practices for Transportation Agency Use of Social Media." The book was published by CRC Press in October 2013.

1. 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

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What’s a social media policy?
Getting started
Resource management
Acceptable uses
Institutional considerations
Evaluation
What’s next
Agenda
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3. What is a social media policy?
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4. Getting started
Managing resources
Acceptable uses
Agency considerations
Measuring results
Elements of a social media policy
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5. GETTING STARTED
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6. •
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Pick a platform
Find your voice
Create engaging content
It’s a two-way street
Time your messages strategically
Think before you post
Factors to consider
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7. 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
Pick your platform
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8. 8
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9. Find your voice
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10. Create engaging content
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11. Peak
Service
Engagement
Marketing
Off peak
0%
20%
40%
60%
Timing is everything
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100%
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12. The Internet is forever
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13. RESOURCE MANAGEMENT
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14. •
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Time commitment
Staff roles and responsibilities
Account oversight
Closing the feedback loop
Factors to consider
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15. Squeeze play
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16. Closing the feedback loop
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17. ACCEPTABLE USES
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18. • Blurring line between personal and professional uses
• Who may access social media
• Employee conduct
Factors to consider
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19. Official agency use
Professional use
Personal use
Blurring the lines
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20. Managing access
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21. INSTITUTIONAL
CONSIDERATIONS
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22. • Archiving and record keeping
• Cyber security
• User privacy
Factors to consider
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23. Do we have to keep records?
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24. Protect your agency
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25. EVALUATION
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26. Measure your results
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27. WHAT’S NEXT?
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28. The power of the crowd
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29. 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.
Want to read more?
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30. Susan Bregman
Oak Square Resources, LLC
susan@oaksquareresources.com
www.oaksquareresources.com
www.thetransitwire.com
@TheTransitWire
@OakSquareSusan
Contact us
TRB Annual Meeting
Sarah Kaufman
NYU Rudin Center for Transportation
sarahkaufman@nyu.edu
NYURudinCenter.com
NYCmobility.org
@NYURudin
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