BEST PRACTICES FOR TRANSPORTATION AGENCY USE OF SOCIAL MEDIA
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easily and quickly from web-based monitoring and the qualitative input
of the agency team.
Using the same report and metrics each week will help keep the job
manageable. Over time, trends become evident and an agency can make
judgments based on observed activity.
Of course, measurement can be as simple or as elaborate as imagina-
tion and time (and budget) allow. The agencies surveyed by Fels research-
ers relegated measurement to 60 minutes a week or less and agreed
that the more time spent, the better the results. Three hours is a good
initial commitment. By spending more time, social media teams will be
rewarded with deeper and more insightful results. ...