BEST PRACTICES FOR TRANSPORTATION AGENCY USE OF SOCIAL MEDIA
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© 2010 Taylor & Francis Group, LLC
services that give an agency immediate feedback for system improve-
ments and changes, and can also serve as barometers of a system’s entire
customer experience.
Listening carefully to user responses and suggestions is a key mecha-
nism for keeping in touch with the needs and desires of an agency’s cus-
tomer base. The great advantage of social media is that it is very easy to
check its pulse. If potentially damaging information surfaces, it is increas-
ingly easy to see whether it gains traction with the public. For example if
an unfavorable news story doesn’t gain any comments on social media,
chances are the issue will dissipate quickly. In a po