
USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS AND COMMUNITY
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are interested in transportation issues or reach out directly via Facebook
(Evans-Cowley and Hollander 2010). The ASMP process had a short
time frame with the goal of the SNAPPatx experiment to occur over the
course of a few months. This made it difcult to build a robust follower
base, although more than 200 people liked SNAPPatx.
*
SNAPPatx princi-
pally used Facebook to share information. The average of 2.3 comments
per Facebook post indicates engagement and that SNAPPatx was able
to encourage participation. The comments captured on Facebook were ...