1. SOCIAL MEDIA IN
TRANSPORTATION
Justin Carinci, Communications Director
OTREC

2. Which media do you mean?
 Scores of media called “social”
 Focus here:
 “Complete” social media sites (Facebook, LinkedIn)
 Microblogging (chiefly Twitter)
 Traditional content with social implications (Website,
blogs)
 Single-purpose sharing sites (photo, video, etc.)

3. Who’s using these tools?

4. Who’s using these tools?
Everyone.

5. Digital Surgeons

6. Digital Surgeons

7. In business …
78 percent
of companies use social media
MediaPost News, 2010

8. In business …
700 million
local businesses have Facebook pages
Hubspot Blog

9. In the public sector …
 Twitter:
 48 governors are on Twitter
 At least 80 state legislative caucuses
are on Twitter
 At least 10 percent (and growing) of
state legislators are on Twitter

10. In the public sector …
Facebook:

 Every governor is on Facebook
 More than a third of legislators
are on Facebook

12. Why use social media?
 Comparable to traditional media, but
with two additional strengths:
 Cost
 Control

13. What’s your goal?
 Sell products?  The goal will shape
 Drive people to your everything about your
website? social media strategy.
 Become an authority?
 Just become known?
 Move info to people?
 Get people to move?

14. Be your own guide
 Use your planning process or
existing documents to guide you.
 Don’t follow the leaders; they may
have different goals.

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17. What are OTREC’s goals?
 Drive people to website
 Move information to people
 Secondary
 Get people to move
 Become an authority

18. What are the best tools for each?
 Drive people to website: Twitter
 Move information to people: Twitter or Facebook
 Secondary
 Get people to move: Facebook
 Become an authority: Blog (news), Twitter

19. Are they best for you?
 Where is your audience, and when?
 Twitter can get people to act right now, but is
fleeting
 So, have an easy ask: visit a link, not a
party
 Facebook posts and events last longer
 Better to keep that information here

20. Where is your audience?
 At work? On the bus? At home? Who knows?
 Consider whether you’re building your
audience or talking to an existing audience.
 They might not use social media
 But someone who can reach them does:
media, opinion leaders, etc.

21. Using the tools

22. One sneakily powerful tool

23. With Twitter, you:
 Get out what you put in
 Define the terms of your relationships (no “friends”)
 Don’t need to commit to much (unless you have an
“authority” goal)
 Get in under people’s radar
 Have line into targeted community (even invisible
members)

24. Twitter basics
 Keep it short. One thought per tweet.
 Be judicious about posts. They add up.
 Nuts and bolts (@, #, d, RT, thx)
 Room to retweet.
 Is ths n effctv way 2 communic8?
 Speak to your audience. You will have followers in
many disciplines, but don’t dilute your voice.

25. Getting started

26. Twitter.com is fine for beginners
 You can get started:
 Find people who you know tweet
 Find organizations you suspect tweet
 Follow the followers (and their lists)

28. As you grow: Lists

29. As you grow: Favorites

30. “Complete” social sites
Facebook and LinkedIn

31. Facebook: Social turned professional

32. LinkedIn: Professionals getting social

33. LinkedIn: Who’s there?
Quantcast.com

34. LinkedIn
 What are they there for?
 Know your audience? Do they use the platform, discuss,
post?
 Or do they just look for connections, recommendations,
job openings?
 Neither the size (<1/4 of Facebook) nor the limited use
are necessarily bad, if that’s what you’re looking for.

35. Facebook
 Where our audience
has been and
increasingly spends
time
 Diverse platform;
broader audience,
richer experience
 More casual, fun, than
Twitter (professionally)

36. Facebook: Maturing

40. So far, so good
 You’ve covered your
bases. People can find
you. Should you go
further? Time to
reassess.  Can you keep your
commitments?
 What’s your ROI?
 Do you have anything
worth directing people
to?

41. Before you go any further
 Find a way to manage your
social media, or you’ll go mad!

43. Social organizers
 Wrangle all your  Tweetdeck
accounts (Twitter,  HootSuite
Facebook, LinkedIn  Seesmic
and many more) for
you and your
organization.

44. Seesmic: New, but gaining

45. Tweetdeck: Stable

48. Composing across platforms

49. All commands together

50. Send when you should …

51. Not just when you’re free.

52. As with any tool
Just because

you can,
doesn’t mean
you should

54. One basic rule:
You only get one click.

55. Beyond
 Mobile: People view you in a variety of media, and
take you with them. Are you using the right tool? Do
you offer something that an app does better?
 Convenient to audience, not to you

56. Other venues

60. Questions?
Justin Carinci
carinci@otrec.us
twitter.com/otrec
www.facebook.com/otrec
http://otrec.us