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Report ID: 21-328   
Type: Regular - External Affairs
Meeting Body: Board of Directors - Regular Meeting
Meeting Date: 7/14/2021 Final action: 7/14/2021
Recommended Action: Consider receiving an update about social media, including use, growth, and future plans. [Requested by Director Walsh - 3/10/2021]
Attachments: 1. STAFF REPORT, 2. Att.1. Social Media Use, 3. Master Minute Order
TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager
SUBJECT: Social Media Use and Strategy



Consider receiving an update about social media, including use, growth, and future plans. [Requested by Director Walsh - 3/10/2021]


Goal - Safe and Secure Operations
Initiative - Service Quality

Social media has become an integral part of our lives, and a valuable, and time-sensitive strategy for rider and stakeholder communications, and public outreach. The use of social media amplifies the vision of the District as a trusted lifeline and helps fulfill our mission of delivering reliable and sustainable service for over 60 years.


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


Social media platforms offer the opportunity to inform the public about services and programs, to retain and attract new customers, provide customer service, build support for new projects, gather input from the community and foster a culture of transparency that elevates the brand of the District.

Social Media Use
AC Transit has had a social media presence since 2008 with the RideACT campaign to promote the District's relationship with its riders. From that start, AC Transit's social media presence, profiled as RideACT, has grown significantly, with the universe expanding to include YouTube, Facebook, Instagram, and LinkedIn. While there are dedicated resources specifically identified to provide social media content, it is the responsibility of all Marketing & Communications staff to develop content that supports our overall engagement strategy, which is to provide timely, relevant and engaging information about AC Transit. Our focus includes consistent dialogue, social listening and informative exchanges that foster relationship building with our riders, followers and transit stakeholder groups and organizations, with...

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