How Social Are State DOTs? The evolution of state DOT social media usage
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The document summarizes the findings of a survey on state departments of transportation's use of social media. It found that while 26 states used Twitter in 2010 primarily for traffic information, by 2012, usage had expanded to include new tools like Pinterest and Storify. States also shifted to a more conversational, engagement-focused approach on social media. However, challenges remain around dedicating sufficient staff and resources to multiple social media channels. The growing importance of mobile access was also highlighted, as was the need to adapt social media strategies to be more accessible on mobile.
How Social Are State DOTs? The evolution of state DOT social media usage
- 1. Lloyd D. Brown Director of Communications American Association of State Highway and Transportation Officials How Social Are State DOTs? The evolution of state DOT social media usage Transportation Research Board Annual Meeting Washington, DC January 13, 2013
- 2. What we’ll cover • Overview of the survey • New tools, old tools • Changing approach to usage • Challenges ahead
- 3. Social media tools What’s so social about today’s media? • Facebook • Twitter • YouTube It’s all about the conversation!
- 5. History of the survey • AASHTO’s first social media survey of state DOTs published in 2010. • 26 states were using Twitter – primarily relaying road/traffic information • 14 states used Facebook. • 7 states had a blog • 10 states used podcasting
- 6. It was 1-way outreach in 2010 • Survey respondents said social media was effective way of reaching an audience • Every state relied on news releases to reach media. • Only two states said they had reduced or cut other activities to manage social media.
- 7. In 2012, the world changes Good bye old tools, Hello new tools • 7 states use Pinterest, 4 states use Storify • Linkedin use cut in half, just 16% use podcasts • 1/4th of states have staff dedicated to social media full time • 11 states give their employees access to social media sites at work.
- 8. Most used Social Media Tool Usage social media tools
- 9. 2012 = Engagement “We used to be very rigid and formal in all our responses. Now, we're trying to humanize the feed. We post pictures of ourselves and answer the feed as people (saying I and we) instead of an agency (DOT says...). It has helped tremendously and we've received really good public feedback!” “We're seeing a slow and steady gain in Twitter and Facebook followers. We're seeing more and more people asking questions, sharing comments or airing concerns via these two medium.”
- 10. Challenges Ahead Too many tools, not enough time “Already we are spread kind of thin, so I anticipate we will have to make a choice at some point: either we shrink our social media presence and focus on the most successful/useful tools, or we hire someone to manage all of them full time.”
- 11. Challenges Ahead Employee access Does the policy allow employees Does your organization have a agency wide to access social social media policy? media sites and tools? 4.8% 2.4% 7.1% 26.2% 28.6% 66.7% 64.3% Yes No Not Sure Yes No Not Sure No Response
- 12. Putting social media to work 2011 focus groups & interviews reported state DOTs barriers to implementation: • Organizational culture • Budgets • Legal concerns
- 13. Looking ahead at 2013 • Social media emerging as public involvement tool. • A social media is standard tool. Focus now is on best practices, staffing, access to tools. • And …
- 14. In 2013 it’s all about MOBILE! • 85% of U.S. adults own a cell phone. • At least 25% own tablets (pre-holiday season) This leads to: "Just in Time" information searches Massive downloads of data/apps
- 15. Where are the eyeballs? ‘Consumers downloaded a record 1.76 billion apps between Christmas and New Year’s Eve 2012.’ http://gigaom.com/mobile/app-downloads-hit-record-1-76-billion-over-holiday-week/
- 16. Note the growth in tablet computer ownership
- 17. Conclusion • State DOTs are actively using social media tools • The way in which those tools are used is evolving • There are challenges ahead • Mobile media is significant influence on the choice of tools and their application
- 18. How Social Are State DOTs? The evolution of state DOT social media usage Contact: Lloyd D. Brown, Director of Communications American Association of State Highway and Transportation Officials (202) 624-5802 office (202) 677-5811 cell lbrown@aashto.org 4/26/2012 18