AGENCY CONSIDERATIONS AND POLICIES
239
© 2010 Taylor & Francis Group, LLC
Choosing specic goals early on will help determine which social media
channels are used, what the voice of each is to be, and what is expected of
each channel. If the idea is to build a community of bike riders, Facebook
may be the best answer. If an agency wants a real-time channel to reach
drivers in an emergency, Twitter might work better. A social media objec-
tive can be any issue that makes sense to an organization or agency. A
short list may apply to transportation organizations:
• Increase transparency of the agency.
• Give users real-time information about changes and improvements.
• Gather input from users about their experiences.
• Improve customer service and ...