Selling Social Media to Your CEO

Social media can also be used as a marketing tool helping to engage, educate and inform users about transit services. Engaging users online can foster a positive relationship between your organization and potential consumers. The personalized nature of social media can result in strengthened community partnerships and outreach.

Social media can also be used as a customer relations tool, where the efforts of transit call centers can also be devoted to monitoring and responding to customers via social media. Often times, users are more apt to complain about an issue using a social media tool than they would via phone call or letter. By monitoring keywords, your organization will be able to respond to complaints you were previously unaware of, and preempt backlash that could grow from a user's negative experience.

The truth is, to connect with consumers your organization must evaluate and understand which tools they are using to communicate. By turning a blind eye to these online tools, your organization risks overlooking key segments of the population.

Social media tools are ever-evolving, as each day new platforms are created. As with anything unfamiliar, at first these new tools and guidelines will be overwhelming. (It's alright if your head is spinning.) Begin with listening, then get plugged in and start talking. Experience is truly the best teacher.

Communication is moving in this direction – with or without your organization. Get onboard.

Kelly Robertson is a principal at BowStern Marketing Communications.