Proposal for RAC Social Media Presence

Transcription

1 Proposal for RAC Social Media Presence Riders Advisory Council, WMATA

2 What we want to accomplish today 1. Present our recommendation for RAC s social media presence. 2. Establish RAC buy in. Does everyone agree with the idea and general approach? 3. Agree on general mission and objectives.

3 The current communication between ridership, the RAC, and WMATA is limited. What are the current options? RAC Public Comment Riders can come to RAC meetings and present an issue or concern during public comment. Unofficial Rider Groups Riders can provide feedback via unofficial groups on social media. WMATA Customer Service Riders can submit complaints through customer service. 4 Public Petition Riders can hold public forums, petition public officials to support rider initiatives. Issues Rider issues are subject to time constraints, riders must be available and able to attend a RAC meeting in order to present in person. Issues Unofficial rider groups are not recognized by WMATA as trusted information sources. Often used for gripes as opposed to constructive feedback. Issues Individual complaints submitted to customer service may not be viewed on a wider scale as an issue that affects groups of riders. Issues Can attract unfavorable public attention. Seems as if WMATA has pushed riders to last resort. Slow process. Typical outcome WMATA receives limited real time feedback that may not be representative of the ridership. The perception of limited communication channels can lead to disgruntled riders.

4 Transforming how the RAC communicates with riders can establish a more prominent and respected presence among ridership and WMATA. What could the future look like? Social Media Presence Establish RAC s reputation Serve as a trusted liaison between WMATA and riders Receive feedback from more riders Consolidate communication from unofficial rider groups Communicate information from WMATA to riders Proposed outcome Ridership feels heard Ridership that has more trust in WMATA, is more likely to ride WMATA

5 PPP committee recommends a RAC social media presence to facilitate trusted communication between ridership and WMATA. Primary Recommendations Establish the RAC s trusted presence as liaison for WMATA and ridership. 1 2 Design and implement RAC s social media presence. Create connection points between WMATA and ridership. We propose two phases for implementation. The first phase focuses on the RAC establishing a trustworthy social media presence among WMATA and ridership audiences. The second phase focuses on development and communication with riders. This phase will begin after Phase 1 is underway with a solid foundation. Phase 1 Establish legitimacy and reputation of RAC s social media presence by gaining WMATA and rider support, including unofficial rider groups Agree on social media platform and RAC owners Planning, design and implementation Phase 2 Liaise and streamline communication from riders to WMATA Share information (safety, press release, current events) with ridership

6 Proposed Mission Establish a social media presence administered by the RAC to serve as a trusted liaison between the ridership and WMATA: To gather large scale feedback and gain ridership perspective on WMATA issues, To develop well informed initiatives that are supported by WMATA riders; and To communicate to WMATA as a recognized and trusted organization of riders.

7 Proposed Objectives We view social media as an opportunity to Strengthen the RAC s presence with riders; Distinguish ourselves and our purpose from WMATA; and Convey to the riders that we have a direct channel to suggest initiatives and recommendations to the WMATA Board of Directors. We will not represent WMATA in any capacity as A customer service outlet (i.e. to formally handle customer complaints); or A marketing / branding tool (i.e. advertise on behalf of WMATA to expand or retain ridership)

8 What we want to accomplish today 1. Present our recommendation for RAC s social media presence. 2. Establish RAC buy in. Does everyone agree with the idea and general approach? 3. Agree on general mission and objectives. PPP committee can solidify language and bring back to the RAC for formal approval.

9 What we want to work towards for next meeting 1. Draft statement to WMATA board [requesting support / asking for approval]. 2. Determine platform for social media presence. 3. Nominate and select RAC owners. 4. Mockup initial outreach plan.

10 Long term plan Communicate initiative to various audiences (AAC, WMATA, unofficial groups) Develop and implement plan to notify general ridership Mockup initial design, components, etc. Determine protocols