Assessment of TTC Social Media Use
Assessment of TTC’s use of Social Media
Three Areas of Improvement
Closer analysis social media activity.
Organization of content.
Thorough edit
Intended Audience
The following research report has been put together for the Board of TCC, so that the Board can gain a better understanding of the effectiveness of TCC’s utilization of social media, and make improvements where necessary.
Strengths
The company’s brand is consistent on each network.
- TTC uses different pictures on its different social network platforms, but the same logo appears across all platforms. Therefore, Twitter, Facebook, YouTube, Vine, and LinkedIn all feature the same TTC logo.
- The logo is consistently pillbox red across all the platforms.
- The company description is consistently “Toronto Transit Commission”.
They respond in a timely manner to posts from others.
- TTC’s Official Twitter rarely has interactions with other people, as it is used for official Tweets, such as announcements about service disruptions, and service changes. There is no need for this page to be interactive.
- TTC’s Customer Service Twitter account has more interaction with the tweets being liked and retweeted more often than the Official Twitter account.
- For Facebook, they usually respond to important posts (people’s questions, complaints, etc.) within 24 hours.
The frequency for each platform posting is generally adequate.
- TTC’s Official Twitter handle is used to post important announcements. Therefore, it is used daily with the frequency of posting being determined by the number of newsworthy events that need to be reported on. For example, on July 20, 2016, TTC posted 31 times to give its customers important information about transit delays, schedule changes and rerouting. On July 19, TTC posted 40 times.
- TTC’s Customer Service Twitter account posts around 3 to 5 times per day with information about TTC related events and services
- TTC’s Facebook page does not update as often as twitter does. There appears to be a maximum of three posts per day with there also being two or three days in a row when no posts are made.
- Vine and LinkedIn also only update when there are new announcements or events, such as more construction work (Vine), or new jobs available (LinkedIn).
It is easy to access TTC’s social media sites through its website.
- TTC’s have prominent and easily recognizable buttons on the each of the the pages of its website that link to its different social media platforms.
- TTC makes its easy to share its content, such as press releases, news items, and blog posts by providing share tabs for various social media platforms.
TCC takes advantage of different social network to create a more open brand image by interacting with customers.
- Twitter is short and prompt, so it is a good place to post announcements and notifications.
- Facebook provides a more flexible platform for interaction and the creation to two-way communicative community. Therefore, TCC not only posts service updates, but also information about TTC-related community events and other interesting TTC-related news.
- Vine is the place TTC uses to post pictures and videos of construction work and traffic situations.
- LinkedIn is mostly about human resources (announcement of jobs available).
- YouTube has videos of official announcements, and many useful videos about how to use the TTC system and services.
- Overall, people can find different information from TTC’s various social media platforms, which are integrated quite well.
They inject personality into their content
- The tone that TCC varies across platforms and posts with this tone generally being appropriate for the platform.
- The informal tone can be found on its Twitter Customer Service account. For example, the first tweet for July 17 on the Customer Service Account Twitter account is “Good morning Toronto! We’re back to help today from 7am-10pm. Enjoy your Sunday!!” Tweets, such as this one, give the TCC a real conversational and friendly tone. This tone fits the type of messages that this page contains.
- The tone of the posts on the Official TTC Twitter account is much more technical and formal, which fits the content.
- The posts on the Facebook page sometimes are a little more formal than needed. As a result, they lack personality. However, some, but not all, of the Facebook replies have a little more personality. For instance, some of the replies begin with the more informal “Hi,”.
Suggestions:
TTC should learn from STM, a transportation organization in Montreal. STM operates social network the same way as TTC does (Twitter makes announcements, Facebook shares more events, etc.). However, STM injects more personality into them, such as sharing content that is not directly related to TTC. They also use emojis to be more personable and approachable.
Weaknesses
On Twitter and Facebook, the real focus is on simply getting messages out usually with very little two-way interaction, and focus on conversation.
- TTC’s Twitter accounts are focused on only giving out information.
- Its Facebook page contains more than just notifications. There are postings about the company’s activities and events. In addition, the Facebook moderators often respond to customers’ posts, especially when these posts are critical of TCC, or when they give details of a bad experience a customer had on but there is no platform that intend to create conversations.
Suggestions:
- TTC could create sub-pages on its Facebook page with titles, such as “Share your TTC experience and tell us what to improve,” or “Share your summer trip ideas in Toronto.” These sub-platforms could also be turned into contests giving participants the chance to win prizes, such as a loaded fare card.
- TTC should have an Instagram account like STM does. Instagram is more popular than Vine.
- TTC should use the Instagram account to run photo contests with people incorporating TTC infrastructure into their photos.
There is room for more effective use of Youtube.
- TTC’s Youtube account contains some helpful videos about how to use the transit system. However a lot more can be done.
Suggestions:
- On the TTC’s YouTube page, the first video “July 11, 2016 Board Meeting” is 9 hours long. This seems slightly bureaucratic. There is no edited shorter version available, which would make TTC more accessible to members of the public that want the highlights from the board meeting.
- TTC could run a Youtube video contest with videographers creating videos related to Toronto and TTC.
Multi Media
Suggestions:
TTC could utilize other social and multimedia platforms to provide information to the public such as this slide share made by STM.
http://www.slideshare.net/SQPRP/mouvement-collectif-la-stm
TTC could use its facilities to access and promote the arts, such as shown in this photo from STM.
https://www.facebook.com/stminfo/photos/a.10154033918169797.1073742000.191905614796/10154041976414797/?type=3&theater
TTC could use its facilities to access and promote the arts, such as shown in this photo from STM.
https://www.facebook.com/stminfo/photos/a.10154033918169797.1073742000.191905614796/10154041976829797/?type=3&theater
Bibliography
https://www.facebook.com/stminfo/
https://www.ttc.ca/About_the_TTC/Commission_reports_and_information/index.jsp








