Social Media Use for Operations Tracey Bramble, Strategic - - PowerPoint PPT Presentation

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Social Media Use for Operations Tracey Bramble, Strategic - - PowerPoint PPT Presentation

Aug 23, 2022 581 likes •868 views

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

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Social Media Use for Operations

Iowa Department of Transportation

Tracey Bramble, Strategic Communications Sinclair Stolle, Bureau of Operations

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Iowa DOT Social Media Use for Operations

Targeted social media accounts spread the message

  • 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

Two main platforms with somewhat different purposes

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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

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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

  • f your other content. Organic content tends to

garner more relevant engagement since it is served

  • nly 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.

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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

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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

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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

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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

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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

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Iowa DOT Social Media Use for Operations

How do we manage all those accounts 24/7/365?

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Iowa DOT Social Media Use for Operations

How do we manage all those accounts 24/7/365?

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Iowa DOT Social Media Use for Operations

Response time is key

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Iowa DOT Social Media Use for Operations

Windows into our world

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Iowa DOT Social Media Use for Operations

COVID-19

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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

not mobile friendly kind of mobile friendly

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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

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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

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Iowa DOT Social Media Use for Operations

Information Flow

511 Twitter

Facebook

CARS (condition

reporting system)

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Iowa DOT Social Media Use for Operations

  • County-wide winter towing

restrictions (new)

  • Severe winter road conditions
  • Unplanned events
  • Construction
  • Maintenance

Types of 511 events that auto-post to social media

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Iowa DOT Social Media Use for Operations

511 events on Twitter & Facebook include direct link to event on website

Facebook via twitter

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Iowa DOT Social Media Use for Operations

511 events on Twitter & Facebook include direct link to event on website

Facebook via twitter

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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.
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Iowa DOT Social Media Use for Operations

Other Crowdsourced Operational Data - Waze

0% 5% 10% 15% 20% 25% 30% 35% 40%

% initial incident notification from Waze

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Iowa DOT Social Media Use for Operations

Other Crowdsourced Operational Data - Waze

  • Displaying filtered data on 511 as separate layer and a "Citizen

Report"

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Iowa DOT Social Media Use for Operations

Other Crowdsourced Operational Data – Winter Rd Condition reporting

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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

THANK YOU FOR YOUR TIME AND ATTENTION