TfL’s social channels have played a key role in providing feedback on the Beta website

Our social media presence has been growing at an incredible pace in recent years as more and more users access the internet on mobile devices and real time information on the move becomes ever more important to our customers. To put that growth into context, just two years ago we had 2 Twitter feeds and 1 Facebook page with around 13,000 followers, and today we have 25 Twitter feeds and 2 Facebook pages with around 1.34 million followers.

Facebook Interaction

As our audience has grown, interaction with our social content has risen dramatically

As well as offering live travel information covering all our modes of transport, social media also allows us to get important messages out across a range of platforms, including Facebook, Twitter, Google+, Instagram, Pintrest and Youtube. A recent example of this kind of campaign is Cabwise, where we used messaging targeted at 18-28 year-old females during freshers’ week and the festive period to warn of the dangers of using unlicensed minicabs.

Equally importantly, our social media channels also provide us with a platform for two-way dialogue, and our increased social presence puts us in a great position to listen to the views of the people who matter most – those who use our services. This has been particularly valuable to the process of building our new website, where customer feedback has been collated and fed directly into the development process of the Beta site.

Facebook Post

Our social media activity was designed to collect as much customer feedback as possible

Three Facebook posts were promoted in order to reach as wide an audience as possible, and we were able to gain some really valuable insights into a wide range of users’ views. As well as asking for general feedback on the Beta site, we also directed users to the features we’ve introduced such as the new and improved Journey Planner, and this gave us specific feedback for the development team.

Referrals from Facebook

Our 3 promoted Facebook posts led to a huge increase in click-throughs to the Beta site

These three posts reached around 2.3 million people, and this really shows the power of social media and how its huge reach can offer invaluable insight. This ensured that users representing all demographics were prompted to give their views on the new site, and ultimately to help in shaping a service that they are likely to use on a regular basis.

Do you follow us on Facebook? Have you had your say?

Posted by Lucy Whitehead

Head of Digital and Social Media for First Group - UK Bus

One Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s