INDOT (Indiana Department of Transportation)
Client: The Indiana Department of Transportation plans, builds and operates the state’s transportation system while enhancing safety and economic growth. INDOT serves motorists and taxpayers primarily through six geographic districts.
Challenge: INDOT possessed pertinent information needed by their audience about transportation issues, but they did not have an effective way to communicate it. While many INDOT employees recognized the importance of social media, they had never been properly instructed on concepts and strategic uses. Many first-time users also anticipated unwelcome additional time demands.
Solution: After a number of meetings with INDOT’s central office, Bohlsen Group concluded the best approach was a tailored training program for the district representatives that would control the social media accounts. We began with a brief survey gauging current social media usage and knowledge. Based on results, we created a combination of PowerPoint and Internet presentations focused on Facebook, Twitter and HootSuite. We also consulted with INDOT on the branding of their social media account pages.
We trained district reps during their two-day annual meeting. Each presentation was followed by a lively Q&A session. To continue our support after the training, Bohlsen Group made its team available via phone and email for questions. We also sent binders of the presentations, along with helpful tips and hints, to each district.
A month later, we held a webinar that allowed the districts to see actual posts of reps on Twitter and Facebook. Moreover, we created a content calendar for each district prior to the webinar and went through it with attendees.
Results: Each of the six INDOT districts went from no social media activity to independently controlling their own INDOT-branded Facebook fan page and Twitter account. The INDOT districts now post engaging content multiple times a week. Over a four-month period, the districts collectively have grown from 0 to 1,081 likes on Facebook and from 0 to 1,047 followers on Twitter – and are still going strong.