Iowa Department of Transportation Social Media Use for Operations Tracey Bramble, Strategic Communications Sinclair Stolle, Bureau of Operations
Iowa DOT Social Media Use for Operations Targeted social media accounts spread the message Two main platforms with somewhat different purposes Iowa Department of Transportation • Iowa 511 Traveler Information – Statewide • Iowa 511 Traveler Information – Southwest Region • Iowa 511 Traveler Information – Southeast Region • Iowa 511 Traveler Information – Northwest Region • Iowa 511 Traveler Information – Northeast Region • Iowa 511 Traveler Information – Central Region • Motor Vehicle Enforcement • Traffic Incident Management •
Iowa DOT Social Media Use for Operations Iowa DOT operations-related social media counts Twitter Followers Facebook Fans Iowa DOT 39,483 Iowa DOT 50,952 CdrFlsWaterloo511 650 Motor Vehicle Enforcement 30,055 Council Bluffs 511 1,209 Traffic Incident Management 859 Des Moines 511 3,014 Ia City/CR Metro 511 1,420 Quad Cities 511 707 Sioux City 511 531 Central Iowa 511 1,923 511 Central 4,629 NE Iowa 511 876 511 NE 2,459 NW Iowa 511 815 511 NW 2,196 SE Iowa 511 565 511 SE 1,676 SW Iowa 511 642 511 SW 1,745 Statewide 511 14,509 511 Statewide 19,021 TOTALS 66,344 113,602
Iowa DOT Social Media Use for Operations Paid versus organic content To pay or not to pay? That’s the question. For organic posts, the algorithm is king. If you have a • strong following and engaging content, we have found that boosting a post can actually hurt the reach of your other content. Organic content tends to garner more relevant engagement since it is served only to your followers. That said… Facebook ads are cheap and can be • targeted to a geographic area or specific audience if you’re just pushing information and not wanting to create conversations.
Iowa DOT Social Media Use for Operations Twitter is used most often to push information. 12 Twitter handles related to 511 (regional and metro areas) and Iowa DOT May 1, 2019 to May 1, 2020
Iowa DOT Social Media Use for Operations Twitter is used most often to push information. 12 Twitter handles related to 511 (regional and metro areas) and Iowa DOT May 1, 2019 to May 1, 2020
Iowa DOT Social Media Use for Operations Facebook is where engagement happens most often. 9 Facebook pages with operations content May 1, 2019 to May 1, 2020
Iowa DOT Social Media Use for Operations Facebook is where engagement happens most often. 9 Facebook pages with operations content May 1, 2019 to May 1, 2020
Iowa DOT Social Media Use for Operations Targeted social media accounts spread the message 9 Facebook pages with operations content May 1, 2019 to May 1, 2020
Iowa DOT Social Media Use for Operations How do we manage all those accounts 24/7/365?
Iowa DOT Social Media Use for Operations How do we manage all those accounts 24/7/365?
Iowa DOT Social Media Use for Operations Response time is key
Iowa DOT Social Media Use for Operations Windows into our world
Iowa DOT Social Media Use for Operations COVID-19
Iowa DOT Social Media Use for Operations Iowa DOT Traveler Information is in transition Went out for RFP in 2018 • Selected same ATIS vendor May 2019 • Launched phase 1 of 3 of the new 511 website January 22, 2020 • kind of mobile friendly not mobile friendly
Iowa DOT Social Media Use for Operations Iowa DOT Traveler Information is in transition Went out for RFP in 2018 • Selected same ATIS vendor May 2019 • Launched phase 1 of 3 of the new 511 website January 22, 2020 • mobile and desktop friendly
Iowa DOT Social Media Use for Operations 511 Accounts Twitter & Facebook (6) Statewide • Central region • Northeast region • Northwest region • Southeast region • Southwest region • Twitter only (6) Cedar Falls/Waterloo metro • Cedar Rapids/Iowa City • metro Council Bluffs metro • Des Moines metro • Quad Cities metro • Sioux City metro • https://iowadot.gov/511/511-social-media-sites
Iowa DOT Social Media Use for Operations Information Flow 511 Twitter CARS (condition reporting system) Facebook
Iowa DOT Social Media Use for Operations Types of 511 events that auto-post to social media • County-wide winter towing restrictions (new) • Severe winter road conditions • Unplanned events • Construction • Maintenance
Iowa DOT Social Media Use for Operations 511 events on Twitter & Facebook include direct link to event on website twitter Facebook via
Iowa DOT Social Media Use for Operations 511 events on Twitter & Facebook include direct link to event on website twitter Facebook via
Iowa DOT Social Media Use for Operations Other Crowdsourced Operational Data - Waze Iowa DOT joined Waze for Cities (formerly Connected Citizens • Program – CCP) in 2014. 2-way data exchange (Iowa DOT 511 data Waze citizen reports) • Displaying filtered data on 511 as separate layer and a "Citizen • Report" Bringing filtered data set into Traffic Management Center • dashboard. Will be integrated into new ATMS.
Iowa DOT Social Media Use for Operations Other Crowdsourced Operational Data - Waze 40% % initial incident notification from Waze 35% 30% 25% 20% 15% 10% 5% 0%
Iowa DOT Social Media Use for Operations Other Crowdsourced Operational Data - Waze Displaying filtered data on 511 as separate layer and a "Citizen • Report"
Iowa DOT Social Media Use for Operations Other Crowdsourced Operational Data – Winter Rd Condition reporting
THANK YOU FOR YOUR TIME AND ATTENTION Tracey Bramble Social Media Content Manager 515-239-1314 or tracey.bramble@iowadot.us Sinclair Stolle Traffic Management Systems Engineer 515-239-1933 or sinclair.stolle@iowdot.us
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