States depend more on Twitter and Facebook to communicate effectively with the public

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 WASHINGTON, D.C. — As Hurricane Irene barreled up the Eastern seaboard, two important social media tools came in handy as state departments of transportation (DOTs) tried to spread the word — Facebook and Twitter. Many of the affected DOTs in Irene's path posted important messages about power outages, tree debris, safety, and dark traffic signals via these media. And in the aftermath, many are now asking their Facebook friends and Twitter followers to post photos of the damage to assist in their clean-up efforts.

In a new survey of state DOTs recently released by the American Association of State Highway and Transportation Officials, 31 states now use Twitter and 25 states are using Facebook on a regular basis to distribute information on traffic, emergencies, road closings, job postings, and other transportation-related data to more than 200,000 people across the country. During the past year, state DOTs continued to increase their use of Facebook and Twitter as part of an overall package of communications tools that includes retaining strong connections with traditional reporters, and using websites, video, blogs and RSS feeds.

Most state DOT Facebook pages target the motoring public; some are focused on specific audiences, such as Connecticut's Share the Road page related to biking and pedestrians. Iowa focuses on teen drivers. In the survey, Jeremy Bertrand of Washington State DOT wrote, "It's difficult to determine a distinct audience; it's very broad. We've discovered that early morning posts do better. We've also discovered that (this) education has benefitted us because users have asked further questions about topics and we can respond to it to dispel myths."

Many states have multiple Twitter accounts. California has individual Twitter feeds by geographic areas that focus on traffic; other feeds advance their work zone safety website, www.slowfortheconezone.com, and are used to relay information about California intercity passenger rail service. Kentucky also has several distinct feeds with at least one geared to reporters and radio stations that broadcast traffic.

The number of followers for state DOT Twitter feeds is also growing rapidly, ranging from more than 800 in Indiana and Nebraska to more than 15,000 in Michigan, Missouri, North Carolina, Ohio, and Washington. Twitter also appears to be the most effective social media tool used by DOTs from a time management perspective. Of the 38 DOTs responding to the survey, 49 percent said Twitter was the most effective social media tool in reaching their prime audiences; followed by 30 percent who found Facebook most effective.

The survey also found that numerous obstacles stand in the way of more effective use of these media. Several respondents cited time as their biggest obstacle, followed by a lack of accessibility to many Web-based platforms because of computer system restrictions, little support from leadership, the day-to-day challenges of managing the different tools, keeping fresh content, and keeping current with new and changing technology.

More results of the survey can be found at bit.ly/socsurvey08-11.