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© 2010 Taylor & Francis Group, LLC
4
Using Social Media to Connect
with Customers and Community
Social media is all about connections. For transportation, social media
often takes the form of connecting with citizens, community stakehold-
ers, members of the media (traditional and new), and public ofcials. This
chapter focuses on four of the many ways that transportation agencies are
using social media to forge those connections.
In the rst section, Matt Raymond and Robin O’Hara describe what
they call the Four Es of social media marketing: enticement, exchange,
engagement, and experience. They draw upon examples from transit
operators, airports, and departments of transportation to show the value
of social media as a marketing tool.
Commun ...