WHAT'S THE WORST THAT CAN HAPPEN? HOW TO STOP WORRYING AND LOVE SOCIAL MEDIA

摘要

Much has been written about how mass transit operators can use social media to benefit their agencies. This paper highlights some of these advantages but mostly focuses on some of the issues that keep organizations from getting started with social media. These may include concerns about technical requirements, the digital divide and access for people with disabilities, staff management, controlling the conversation, cyber-security, and record-keeping requirements. These concerns are examined and strategies for addressing them are presented, based largely on the experience of other transportation organizations in the U.S. and Canada.