Facebook – only 2,155 likes. For a city that boasts more than a million transit riders a day, this number is beyond dismal. Clearly not enough people are checking in or are even aware that this page exists. What it consists of is mostly service status announcements – the same that can be found on the TTC’s Twitter feed. There were a few people who posted comments – mostly about lost articles or slow service. The TTC did respond to each post positively, giving proper follow-up information... there just weren’t that many posts to manage or worry about. There were, however, a lot of useful photos of the fleets and services the TTC offers, but you have to dig for them.
Twitter – There are 20,900 followers and the TTC is only following 137. Another dismal set of numbers showing the TTC is not actively engaging its audience. Again, the tweets are the latest announcements about service delays and disruptions. This is helpful, sure.. but that’s all it is. Nobody was commenting or tweeting back. There was no attempt to use the feed as a way to start a conversation, or to mention anything other than delays. The TTC is missing a huge opportunity here.
So what does this mean? As we’ve been learning, it takes more than simply having a presence on the social web to have any sort of impact. The TTC is a perfect example of how many corporations are missing the mark when it comes to community management.
What does work?
This: Because I am a Girl Canada. Not only do they have a strong, interactive website up to date with the latest news, articles, videos and photos of the campaign, the organization has a strong presence and following on Facebook, Twitter and YouTube.
Facebook - 47,801 likes. The page is filled with posts from both the organization and girls and women. Mostly its people sharing articles and commenting back and forth. There are so many responses and conversations between people that the community almost manages itself... all the agency has to do is provide some food for thought and the members take care of the rest.
Twitter – not as many followers, only 3832, but the organization follows almost as many, about 2957. This is a great example of the symbiotic relationship that is needed to succeed with social media - there’s a lot of discussion and interaction within the community. Twitter becomes a place to foster a relationship of equal footing rather than a soapbox.
Both transit and human rights are important issues that should be promoted and discussed online. But in the end it’s the execution not the medium itself that guarantees successful communication.
Sarah, interesting point about the TTC missing an opportunity to connect with riders. Especially since there is an urban culture which does appreciate the more appreciable aspects of the Red Rocket. Remember the song "Spadina Bus"? Or those buttons that Spacing (I think) created with each of the station names? And what about the interest in the "TTC font"? These are all opportunities for the TTC to give people something (even if it's just a link) and build its brand as a connector of and for the city's inhabitants.
ReplyDeleteRegarding the imbalance between Following and Followed on Twitter, I think this is a special case. Many people (myself included) follow the TTC purely to get service updates. I don't want to enter into a conversation with them and I don't really care if they follow me. And, really, what is the TTC going to say when people complain: "Yes, we apologize that the bus came by 10 minutes ahead of schedule so you missed it, but actually we'll soon be reducing service on that route so there will soon be fewer buses that can do that to you."
I think this is one reason organizations hesitate to use social media - if done right, it implies that there's a purpose in hearing from your community, and that is to do something with what you learn from them. It's one thing to listen to and respond to your customers, but it's quite another to change based on what they tell you. If you're not prepared to take that final step, or to explain why you can't, you need to manage those expectations from the get-go.
That's a good point. Many people follow TTC simply to get the info they need. Perhaps that makes sense for their Twitter feed to simply be a means of communicating delays, but I think their Facebook page could perhaps be more useful. Either way, as you say, it's a tricky balance.
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