Dear OKDOT (Oklahoma Department of Transportation),
I read recently in the Oklahoman about your use of Twitter as a way to update Oklahoman travelers about construction, heavy traffic, and weather conditions. Twitter is a fantastic way for you to connect with drivers and travelers whether its during our daily commute to work or if someone is just passing through. For the last year and a half, the Oklahoma social media community has used Twitter as a way to inform other users who reside within the state of construction, icy roads, and backed up traffic. You may remember that during the ice storms last year, we used the hash tag, #okcice as a way to categorize our tweets for Oklahoma Twitter users who wanted to stay abreast on the latest weather conditions. And this last year during the Oklahoma Fires we also used the hash tag in our tweets, #okfires. It was because of tweets from my fellow Oklahomans that I was made aware of highway closings on I-35 because of the fire as me, my husband, and our infant daughter made our way north to visit my family in Kansas.
You may not realize but I myself am a social media consultant and have an upcoming book on how businesses can leverage Twitter. Beginning in January 2010, people can purchase my book for under $20 which is well under the $7,500 you were reported to have spent. However, I thought I would provide you and others with some direction and guidance (free of charge) on how you can grow and improve your Twitter Communication and Marketing Plan.
- Join the Conversation. Simply put. Social Media communication should not be a one way dialogue. You need to engage the Oklahoma Social Media community which as last estimated by Oklahoma native and technologist Matt Galloway in April 2009 was estimated to be at least 1 of every 100 Oklahomans. This means posing questions, responding to the comments, listening to others, and being an active member of the Twitterverse.
- Beyond 140 Characters. There are times that communication needs to go beyond 140 characters. I recommend leading your social media followers to a website or blog to provide your readership with more in-depth information about road closings, contact phone numbers, and emergency preparedness information. This might include a twitpic of some traffic or insight on how potholes are repaired.
- Have a consistent voice. I am disappointed with your comment in the Oklahoman about how you will not have one person manage your account. In order to build rapport with the social media community, develop relationships, and for consistency purposes your tweets should have the same style and flow. This allows us to get to know you better, and there are a number of social media strategists including myself that can help you do this for much less than the $7,500 you spent analyze your Twitter usage. I don’t recommend hiring an intern at least initially. Because social media should be such an important part of your business plan, it is best left to a seasoned expert internally or externally.
- Reciprocity. Twitter is more than just joining the conversation. You must follow others. At current count you are only following 75 Twitter accounts while more than 500 are following you. People like to be acknowledged and recognized. Failing to follow people is like not giving every one in third grade class a Valentine on February 14th and people don’t like that. Follow people back.
- Grow Your Following. Just imagine if you did just these four things. I believe that your social media following and influence would grow from just above 500 followers to 3,000 in under two weeks and no article in the Oklahoman required. It appears that you were already impressed by the 500 followers you gained since the Red River Rivalry. Imagine how 3,000 would feel.
I truly hope that you and others take the advice I have given at face value. Twitter is a fantastic tool that if done correctly can drastically reduce your advertising expenses while uping your cool factor and growing your brand virally. Please give it some thought and feel free to call me at anytime.
Kind Regards,
Jessica Miller-Merrell
{ 2 comments… read them below or add one }
I didnt even know ODOT had Twitter. When i read this All I kept thinking was Hypocrite? Oklahoma Keeps Pushing this No texting while Driving crap. But yet ODOT is going to Twitter you to let you know Road Conditions and Such. So Unless i look at my Twitter before I Leave to go to XYZ City / Work, I will need to check my Twitter before I Leave and Step into my Vehicle? Kinda Defeats there purpose to give me traffic updates via twitter if a wreak happens on I-40 & Walker on my way to there, but I dont know about it because I ¨Shouldn´t¨ ne touching my cell phone because it distracts me while Im driving..
So even though I agree the money they spent was outrageous they spent to implement twitter. I think the whole Idea is crap because especially you would have to break the law to check your twitter while driving.
Right now there are laws in place that says you cannot be distracted while driving. But Police cannot enforce those laws because the Police Officer has to ¨PROVE¨ you where on your cell phone or doing something, and with any lawyer those charges would be dropped super quick.
ODOT, You should of spent you 7500 on Teen education programs to show teens how dangerous it is to text a drive.
Personally, I think if they change the Distraction law, they need to add, Advertisements to the List. Whats the #1 thing you do while driving down the road. You read advertisements on trucks, cars, and Billboards. And there is always one that catches your eye.. And what do you do.. You do a Double take to check it out. To me that is no worse than texting while driving.
Ok that was a little Off Topic but Anyways.. Good Article.
Very outstanding website.
The message here is very useful.
I will tell my friends.
Cheers
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