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The executive summary explains how social media can expand reach, unify messaging, enable real-time response to public questions, and foster community engagement across Bay Area audiences. Survey findings show most residents have not heard of MTC or Plan Bay Area, making strategic investment essential.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/mtc-social-media-assessment-report-december-2017-executive-summary/253987/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/mtc-social-media-assessment-report-december-2017-executive-summary/253987.png","ImageObject",442,249,{"name":88,"@type":89},"Grenda","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-30","2026-09-13",true,{"@type":98,"interactionType":99,"userInteractionCount":20},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"Who prepared the MTC social media assessment, and when?","Question",{"text":108,"@type":109},"The assessment was prepared by Civic Edge Consulting and Storefront Political Media in December 2017.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"Why is social media considered important for MTC in this report?",{"text":113,"@type":109},"Social media helps MTC control brand messaging, respond in real time to concerns, share urgent alerts, and engage the public through interactive dialogue and simple actions like hashtags.",{"name":115,"@type":106,"acceptedAnswer":116},"What do the survey results indicate about awareness of MTC and Plan Bay Area?",{"text":117,"@type":109},"Of 994 Bay Area residents surveyed, nearly 66 percent had not heard of MTC and 80 percent had not heard of Plan Bay Area.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},253987,1791484211,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":20,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":141},7971474921005,"https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0","MTC Social Media Assessment Report  \naudit, best practices + recommendations December 2017  \nTABLE OF CONTENTS  \nEXECUTIVE SUMMARY…………………………………………….………3  \nMESSAGING…………………………………………………………..…...18  \nA LOOK AT MTC……………………………………………………..…...43  \nGENERAL BEST PRACTICES……………..….…………………………..83  \nINDUSTRY COMPARISONS…….………………………………………122  \nPAID ADVERTISING…..….…….……………………………………......149  \nSTAFF MANAGEMENT….…….………………………………………...158  \nWHERE DOES MTC GO FROM HERE..….…………………………….172  \n~~ ~~  ~~ ~~  2  \nEXECUTIVE SUMMARY  \n3  \nMTC Social Media Assessment Executive Summary  \nPrepared by Civic Edge Consulting and Storefront Political Media December 2017  \nWith a refreshed, unified presence on social media, MTC can create an atmosphere where Bay Area residents feel invested in the agency’s initiatives and on a greater scale, the region’s successes .  \nThere is little doubt that social media has revolutionized the way people communicate and connect with each other. What used to bethought of as a place for teens and young adults to socialize is now changing the communications landscape and attracting audiences across all age groups—79 percent of online Americans are active social media users.  \nPublic agencies can fine-tune their strategy for engaging with the public by incorporating social media into their larger communications plans, becoming readily able to share urgent alertsand solicit feedback in seconds. If done right, elected officials can be made more accessible and responsive to their constituents in a quick and candid way. Organizations can rally people around a cause through a simple hashtag. People can reconnect with old friends, colleagues or acquaintances they never dreamed of finding. Newsmakers like MTC can share breaking news and reach an unprecedented number of people, extending beyond their own websites or TV channels.  \nThe online culture created by agencies like Los Angeles Metro provides an example of how social media can be leveraged to reach the public on a large scale. The agency has 10+ staff managing their digital communications.  \nAs an agency serving over 7 million people across the Bay Area, minimal investment in social media is no longer a viable option for MTC.  \nIf done strategically, a comprehensive investment in social media will present MTC with an opportunity to reach and engage with audiences in a new way. In the survey conducted as part of this assessment, we found that of 994 Bay Area residents surveyed, nearly 66 percent of people haven’t heard of MTC and 80 percent haven’t heard of Plan Bay Area. Social media provides an opportune platform to reach broads audiences in a relatively low-cost and engaging way, helping to fill the gap of people who are not familiar with MTC.  \nWhy Social Media?  \nAs a public agency, social media provides MTC with the ability to control the narrative and messaging of its brand in a way traditional media does not allow, providing MTC the unique opportunity to respond in real time as concerns or questions come up. These curated digital spaces enable people to learn, share ideas and engage in dialogues around initiatives that are important to them.  \nWith a currently limited presence on social media, MTC is nonexistent to many Bay Area residents, jeopardizing the reach of its initiatives. The average person now spends nearly two hours on social media every day. If MTC’s accomplishments are not touted on social media where residents are spending a great deal of time and getting their news, how will you reach them?  \n4  \nMTC is in the ideal position to unify the region on the digital stage .  \nMTC has a national reputation as a leader in transportation and planning, and its presence on social media should reflect that identity. With thoughtful investments—both of staff time and funding—MTC can assemble an effective social media strategy that engages with its diverse audiences and stakeholders in a meaningful way; improves MTC brand awareness with Bay Area residents; and positions","cbCaiaiigxtDgzvC","https://ap.wps.com/l/cbCaiaiigxtDgzvC","pdf",25621195,198,"English","# EXECUTIVE SUMMARY\n## Project Overview + Methodology\n## Why Social Media?\n## Key Findings and Recommendations","[{\"question\":\"Who prepared the MTC social media assessment, and when?\",\"answer\":\"The assessment was prepared by Civic Edge Consulting and Storefront Political Media in December 2017.\"},{\"question\":\"Why is social media considered important for MTC in this report?\",\"answer\":\"Social media helps MTC control brand messaging, respond in real time to concerns, share urgent alerts, and engage the public through interactive dialogue and simple actions like hashtags.\"},{\"question\":\"What do the survey results indicate about awareness of MTC and Plan Bay Area?\",\"answer\":\"Of 994 Bay Area residents surveyed, nearly 66 percent had not heard of MTC and 80 percent had not heard of Plan Bay Area.\"}]","MTC Social Media Assessment Report - December 2017 - Executive Summary | PDF",1789272663,69]