ABSTRACT
Getting started with social media is the easy part. In fact, many government agencies jumped (or were pushed) into the social pool before they could sort out what to do and how to do it. Transportation agencies can set up one or more accounts and start posting, tweeting, pinning, or otherwise sharing information and conversing with citizens quickly. The real challenges for agencies start after the initial post. Commonly stated concerns include staffing requirements, ensuring digital access for all citizens, record-keeping protocols, and responding to online criticism. Many agencies also want guidance on how to evaluate their social media activities so they can communicate effectively and justify their efforts to their bosses and boards. This chapter focuses on such institutional considerations.
