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Report ID: 20-082   
Type: Regular - External Affairs
Meeting Body: Board of Directors - Regular Meeting
Meeting Date: 3/11/2020 Final action: 3/11/2020
Recommended Action: Consider the adoption of Board Policy 456 - Social Media Use.
Attachments: 1. Att. 1. Social Media Use Policy Number 456, 2. STAFF REPORT, 3. Master Minute Order
TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager
SUBJECT: Social Media Policy

ACTION ITEM

RECOMMENDED ACTION(S):

Title
Consider the adoption of Board Policy 456 - Social Media Use.
Body

STRATEGIC IMPORTANCE:

Initiative - Service Quality

The responsible use of social media amplifies the vision of the District as a valued leader in the community and helps realize our mission to deliver reliable and sustainable service to customers. In addition, the use of social media platforms by designated employees contributes to a high performing work force, while supporting a concerted effort to manifest the core values of AC Transit, including innovation, integrity and fostering trust.

BUDGETARY/FISCAL IMPACT:

There is no budgetary or fiscal impact associated with this report.

BACKGROUND/RATIONALE:

Social media has become an integral part of public outreach because it provides valuable, cost-effective and time-sensitive strategies for engagement and solution-focused customer care. The District's social engagement activities, including service disruption notifications and curated daily promotional content, are designed to retain and attract customers, promote services and programs, gather community input, build support and cultivate a culture of transparency that elevates the brand of AC Transit.

In order to facilitate the responsible use of social media, staff is proposing the adoption of the Social Media Use Policy. This policy helps define the purpose of using digital communication assets to provide consistent and accurate representation of AC Transit's service to customers and the community. In addition, the policy provides a framework for constructive and positive engagement, while supporting applicable AC Transit Board Policies.

The proposed Policy is informed by a comprehensive review and evaluation of applicable regulations from numerous transit agencies and organizations, including the Bay Area Rapid Transit District (BART...

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