SOCIAL MEDIA: AN INTRODUCTION
Each and every day, social media tools change the way that organizations interact with their users. Not only do these new platforms offer more personal one-on-one interaction than traditional mediums, but they represent the essence of niche marketing. It is undeniable that social media is all the buzz. For some, utilizing new media tools may come as second nature. For others, however, entering the world of social media means taking a giant leap into the world of online communications.
One thing is certain – social media platforms are allowing a new opportunity for transportation providers to directly communicate with their target audiences. While it might be new and unfamiliar territory, transit agencies should embrace it as another tool in the toolbox. Your marketing platform might currently be armed with advertising, public relations, and web components. Today, we invite your organization to take a closer look at what social media outlets can do for you. We want your organization to gain a better understanding of how these online cost-effective tools can assist with your communication efforts, adding depth to your current approach.
So what is social media? In aggregate, social media is a group of websites that provide different and unique ways to have an online conversation. In this arena, consumers generate the news, trends, and topics. What are the perks? This is where many of your target audiences are already communicating. In fact, maybe they’re already talking about you, but you just aren’t listening. You have a direct access to them. Plus riders, residents, experts, and brand warriors alike can help spread your message.
Both industry giants and small entities alike have used social media with great success. Many are citing sales increases as a result of recent online activity. What does this mean for transit systems? Transit systems have many new networks to foster relationships with current riders while targeting potential users, advocates, and your general public. By following the guidelines presented in this handbook, your organization will better understand how to get plugged in. Internet users are joining social networks at an incredible rate and they’re looking to interact. It’s time to join the conversation.
Social media tools include everything from blogs and micro-blogs (Twitter™) to networking sites (Facebook®, Myspace™, LinkedIn®) and video sharing (YouTube™). An appropriate mix of social media platforms are recommended based upon your goals, target audience, and desired action. Generally speaking, social media tools can be used to achieve the following:
- Build awareness
- Gain instant feedback
- Foster relationships
- Become an expert
- Communicate directly with loyal fans
- Incite action
Today, utilization of many social media tools is seen as an added-value opportunity. As society transforms, these tools will quickly become a necessity for those looking to communicate. It will be imperative that you are equipped with the knowledge and ability to meet your customers where they are conversing. Gone are the days when having a Web site was the extent of your online presence. Gone are the times when your only microphone was a daily newspaper and nightly television broadcast.
Social media tools are ever-evolving, as each day new platforms are created. As with anything unfamiliar, at first these new tools and guidelines will be overwhelming. (It’s alright if your head is spinning.) Begin with listening, then get plugged in and start talking. Experience is truly the best teacher.
Communication is moving in this direction – with or without your organization. Get onboard.
