1. Social Media Report
June 4, 2013
Metropolitan Transportation Planning Organization
for the Gainesville Urbanized Area
2.
3. Social Media Report
Prepared for the
Metropolitan Transportation Planning Organization
for the Gainesville Urbanized Area
2009 NW 67th Place
Gainesville, FL 32653-1603
352.955.2200
With Assistance from:
North Central Florida Regional Planning Council
2009 NW 67th Place
Gainesville, FL 32653
352.955.2200
www.ncfrpc.org
June 4, 2013
5. Metropolitan Transportation Planning Organization for the Gainesville Urbanized Area
Social Media Report
Table of Contents Page i
Table of Contents
Chapter I: Introduction........................................................................................................................3
A. Purpose ...................................................................................................................................3
B. Definitions ...............................................................................................................................3
Chapter II: Existing Conditions.............................................................................................................7
A. Florida Metropolitan Planning Organizations...............................................................................7
B. City of Gainesville...................................................................................................................10
C. Alachua County......................................................................................................................10
Chapter III: Identification of Options..................................................................................................13
A. Create a Facebook Page .........................................................................................................13
B. Create a Twitter Account ........................................................................................................13
C. Other Options ........................................................................................................................13
Chapter IV: Evaluation of Options ......................................................................................................17
A. Create a Facebook Page .........................................................................................................17
B. Create a Twitter Account ........................................................................................................17
C. Other Options ........................................................................................................................18
Chapter V: Conclusions and Recommendations ...................................................................................21
Appendix A: Existing Florida Metropolitan Planning Organizations’ Facebook Pages ...............................25
A. Hernando County Metropolitan Planning Organization ..............................................................25
B. Hillsborough Metropolitan Planning Organization ......................................................................27
C. Lake-Sumter Metropolitan Planning Organization .....................................................................29
D. MetroPlan Orlando .................................................................................................................31
E. Miami-Dade Metropolitan Planning Organization.......................................................................33
F. North Florida Transportation Planning Organization ..................................................................35
G. Ocala/Marion County Transportation Planning Organization ......................................................37
Appendix B: Existing Metropolitan Planning Organization Twitter Pages ................................................43
A. Hillsborough Metropolitan Planning Organization ......................................................................43
B. Lake-Sumter Metropolitan Planning Organization .....................................................................44
C. MetroPlan Orlando .................................................................................................................45
D. North Florida Transportation Planning Organization ..................................................................46
Appendix C: Existing City of Gainesville Social Media ...........................................................................49
A. City of Gainesville’s Facebook Page .........................................................................................49
B. Gainesville City Commissioner’s Facebook Page........................................................................50
C. City of Gainesville’s Twitter Page.............................................................................................51
D. Gainesville City Commissioner’s Twitter Page ...........................................................................52
E. City of Gainesville’s Flickr Page ...............................................................................................53
F. City of Gainesville’s YouTube Channel .....................................................................................54
Appendix D: Existing Alachua County Social Media .............................................................................57
A. Alachua County’s Facebook Page ............................................................................................57
B. Alachua County’s Twitter Page ................................................................................................58
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Chapter I - Introduction Page 1
Chapter I
Introduction
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Chapter I: Introduction
Social media has emerged over the past decade as a fresh and interactive way for organizations to
communicate with the public. This document serves as a report on alternative options for use of social
media by the Metropolitan Transportation Planning Organization for the Gainesville Urbanized Area.
A. Purpose
The purpose of this report is to explore and determine the best option for social media use by the
Metropolitan Transportation Planning Organization for the Gainesville Urbanized Area in order to enhance
public involvement and outreach. Social media is defined by Merriam-Webster.com as “forms of
electronic communication (such as Web sites for social networking and microblogging) through which
users create online communities to share information, ideas, personal messages and other content (as
videos).” Examples of social media include Facebook, Flickr, MindMixer, Twitter and YouTube.
B. Definitions
Facebook - a social networking service. In addition to “friending” and interacting with fellow users,
Facebook users can visit and view posts from companies and organizations’ Facebook pages and
“like” pages to view their posts in the users’ News Feeds.
Flickr - an image and video hosting service that allows users to share photographs and videos.
Microblogging - a form of internet blogging (derived from web log) through brief messages with
“severe space or size constraints” (m-w.com).
MindMixer - a social media platform which creates a “virtual town hall” community forum for discussing
issues and sharing ideas as part of civic engagement.
News Feed - a column and part of Facebook users’ accounts consisting of updates from friends and
pages which they follow.
Twitter - a social networking and microblogging service. Twitter users are able to send and read
messages known as “tweets” from fellow users, view other users’ tweets and “follow” specific users’
messages.
YouTube - a video-sharing service. YouTube hosts video content uploaded by individual users and
available to view over the internet.
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Chapter II
Existing Conditions
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Chapter II: Existing Conditions
This chapter summarizes the current use of social media by Florida metropolitan planning organizations,
the City of Gainesville and Alachua County.
A. Florida Metropolitan Planning Organizations
Table 1 lists the current use of social media by Florida metropolitan planning organizations. Of Florida’s
26 metropolitan planning organizations, eight have Facebook pages, four have Twitter accounts and eight
operate mailing lists. The Facebook pages had between 14 and 372 likes while the Twitter accounts had
between 16 and 3,289 followers. In addition, three MPOs have YouTube channels used to post
informational videos, news videos, event and meeting recordings and public service announcements. The
Pinellas County MPO also has a MindMixer-based “virtual town hall” forum used to gather ideas from the
public for the Pinellas Transportation Plan.
Table 2 lists the types of content found on the eight Florida metropolitan planning organizations’
Facebook pages. All eight metropolitan planning organizations used their pages for meeting and event
announcements. The next most common uses were to share pictures from metropolitan planning
organization events, announce programs and surveys and share relevant news, articles and links. A
smaller number of organizations also used their pages to share safety tips and documents such as
reports, meetings agendas and minutes.
Table 3 lists the types of content shared on the Florida metropolitan planning organizations’ Twitter
accounts. All four agencies shared upcoming metropolitan planning organization related events and
meetings and links to relevant news or articles. Other uses included sharing reports, pictures, relevant
links, meeting agendas or minutes, relevant retweets, videos and programs, surveys or updates.
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Chapter 2 - Existing Conditions Page 8
Table 1
Social Media Use:
Florida Metropolitan Planning Organizations, 2013
(as of May 16, 2013)
Metropolitan Planning
Organization Facebook Twitter
Electronic
Mailing
List Other
Bay County TPO
Broward MPO YouTube
Capital Region TPO
Charlotte County-Punta Gorda MPO
Collier County MPO
Florida-Alabama TPO
Gainesville MTPO
Hernando County MPO 16 likes
Hillsborough MPO 315 likes
3,289
followers
Indian River County MPO
Lake-Sumter MPO 36 likes
103
followers YouTube
Lee County MPO
Martin MPO
MetroPlan Orlando 372 likes
813
followers
Miami-Dade MPO 63 likes
North Florida TPO 14 likes
16
followers
Ocala/Marion County TPO 18 likes
Okaloosa-Walton TPO
Palm Beach MPO
Pasco County MPO
Pinellas County MPO 173 likes Mindmixer
Polk TPO
Sarasota/Manatee MPO
Space Coast TPO
St. Lucie TPO
Volusia TPO YouTube
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Chapter 2 - Existing Conditions Page 9 Page 9
Table 2
Facebook Page Content:
Florida Metropolitan Planning Organizations, 2013
(as of May 16, 2013)
Table 3
Twitter Account Content:
Florida Metropolitan Planning Organizations, 2013
(as of May 16, 2013)
Metropolitan Planning
Organization
Agendas
or
Minutes
Events or
Meetings Links
News or
Articles Pictures
Programs
or Surveys Reports Safety Tips
Hernando County MPO
Hillsborough MPO
Lake-Sumter MPO
MetroPlan Orlando
Miami-Dade MPO
North Florida TPO
Ocala/Marion County TPO
Pinellas County MPO
Metropolitan Planning
Organization
Agendas
or
Minutes
Events or
Meetings Links
News or
Articles Pictures
Programs,
Surveys or
Updates Reports Retweets Videos
Hillsborough MPO
Lake-Sumter MPO
MetroPlan Orlando
North Florida TPO
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Chapter 2 - Existing Conditions Page 10
B. City of Gainesville
The City of Gainesville currently operates a Facebook page with 33,103 “likes, as well as individual pages
for thirteen parts of city government, such as Gainesville Regional Utilities, Nature Operations and
Regional Transit System (RTS).
The City also operates a Twitter account with 970 followers, a Flickr account and a YouTube channel with
76 uploaded videos.
Gainesville’s Mayor and all six City Commissioners also have individual Facebook pages linked from the
City of Gainesville Facebook page. The Mayor and five of the City Commissioner also have Twitter
accounts (though only four of the Commissioners’ accounts are currently active).
C. Alachua County
Alachua County maintains a Facebook page with 14,889 likes and a Twitter account with 1,546 followers.
Although most of the County Commissioners have personal Facebook accounts, and several have made
campaign pages, none has an official elected official account as the City Commissioners do.
Alachua County also maintains a YouTube channel with 317 uploaded videos.
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Chapter 3 - Identification of Options Page 11
Chapter III
Identification of Options
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Chapter III: Identification of Options
A. Create a Facebook Page
This option consists of creating and maintaining an organization Facebook page with regular new
content.
B. Create a Twitter Account
This option consists of creating and maintaining a Twitter account with regular messages.
C. Other Options
Other options include creating and maintaining a photo-sharing account through a service such as Flickr
or a YouTube channel for sharing videos. In addition, a service such as MindMixer could also be used to
facilitate public participation in particular current local transportation issues or proposals.
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Chapter 4 - Evaluation of Options Page 15
Chapter IV
Evaluation of Options
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Chapter IV: Evaluation of Options
A. Create a Facebook Page
This option would provide the potential to connect with a large number of potential “fans” (those who
“like” the page) and visitors. The page would allow the organization to regularly engage and
communicate with citizens and professionals, developing interest in local transportation issues and
awareness of the organization’s work. In addition, the page would track user demographic information,
such as age, gender and location.
Creating a Facebook page would be free of charge but require regular posts and new carefully selected
content. Content should be modeled on the successful organization Facebook pages such as reviewed in
Chapter II. It would feature interesting and engaging posts such as pictures, news, articles, links,
events, meetings and organization updates. New content could also be created for the page, such as
photographs, graphics and videos. Successful Facebook pages appear to function not only as an
organization website, but also as an online communities, microblogs, and news resources.
The number of visitors to the Facebook page may be limited though not insignificant. The eight Florida
Metropolitan Planning Organization Facebook pages have an average of 126 likes with a range between
14 and 372 likes. Smaller jurisdictions with populations closer to that of the Gainesville Urbanized Area,
such as the Ocala/Marion County Transportation Planning Organization and the Hernando County
Metropolitan Planning Organization, have only 18 and 16 likes respectively. These are the only users
which can automatically see the page’s posts without needing to specifically visit the page, though they
may not actually see the post depending on their level and times of Facebook use. On the other hand,
Hillsborough Metropolitan Planning Organization and MetroPlan Orlando have 315 and 372 likes
respectively, as well as many users who have commented on and liked individual posts.
B. Create a Twitter Account
This option would serve a similar purpose as the Facebook Page by allowing the organization to
communicate and engage with citizens and professionals. Because of its short text-based form, Twitter
has a greater focus on providing news and information to the public and thus would reach a different
group or aspect of the public. Twitter users and organization accounts are also able to respond and
interact with other users in a public conversational manner. Like the Facebook page, a successful Twitter
account would require maintenance through carefully selected and written messages, as well as
interaction with other Twitter users through responses and retweets.
The number of people who would be reached by a Twitter account may also be limited. The four Florida
Metropolitan Planning Organizations with Twitter accounts (Hillsborough Metropolitan Planning
Organization, Lake-Sumter Metropolitan Planning Organization, MetroPlan Orlando and North Florida
Transportation Planning Organzation) have 3,289, 103, 813 and 16 followers respectively. Of the North
Florida Transportation Planning Organization’s followers, only four were individual users while the
remainders were organizations. Hillsborough MPO and MetroPlan Orlando have significantly larger
numbers of followers, probably a result of their regions’ larger populations and perhaps higher interest in
transportation issues. Similar to Facebook likes, Twitter followers might not see the user’s tweets and
also some may be organizations rather than individuals, as with the North Florida Transportation Planning
Organization’s case.
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Chapter 4 - Evaluation of Options Page 18
C. Other Options
Other social media platforms could provide more specific ways to communicate with the public.
An image-sharing service such as Flickr would have limited use because of the overall lack of
opportunities for organization-related photographs. Furthermore, photographs can also be uploaded to
both the Facebook Page and Twitter account.
A YouTube Channel would provide another medium which could potentially bring more people to view the
videos of the Metropolitan Transportation Planning Organization for the Gainesville Urbanized Area
meetings, which are currently already available on Alachua County’s website. However, given the
specialized nature of these meetings, any increase in viewers may be limited.
MindMixer, the “virtual town hall” service, presents a viable option for receiving public input on specific or
general local transportation issues. However, unlike the other services reviewed, Mindmixer requires a
annual subscriptions costing between $1,000-9,999.
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Chapter 5 - Conclusions and Recommendations Page 19
Chapter V
Conclusions and Recommendations
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Chapter V: Conclusions and Recommendations
This report’s first recommendation for social media use is the creation of a Facebook page (see Appendix
E). Facebook is currently the most popular social media platform and has the widest variety of uses.
Facebook pages can share videos, events, images and text-based messages. Thus, a Facebook page
would reach the widest audience and firmly establish a strong social media presence.
Other forms of social media, specifically Twitter and YouTube, may be implemented in later parts of the
social media plan. Image-sharing services, such as Flickr, or community forum services like MindMixer
have either limited use or expensive subscription prices (between $1,000-9,999 a year). However,
because of the particular utility and relevant of MindMixer for public involvement, it should be considered
for implementation at some point in the future.
In addition, it is recommended that the current website continue to be updated on a regular basis
because it is the primarily source for information and “hub” for the organization. The Facebook page and
other future social media would be linked from and to the website. Both would support each other by
directing the public towards each.
t:lukesocial mediacomplete report2.docx
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 23
Appendix A
Existing Florida Metropolitan
Planning Organization Facebook
Pages
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 24
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 25
Appendix A: Existing Florida Metropolitan
Planning Organizations’
Facebook Pages
A. Hernando County Metropolitan Planning
Organization
Figure 1: Hernando County Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 26
Figure 2: Hernando County Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 27
B. Hillsborough Metropolitan Planning
Organization
Figure 3: Hillsborough Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 28
Figure 4: Hillsborough Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 29
C. Lake-Sumter Metropolitan Planning
Organization
Figure 5: Lake-Sumter Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 30
Figure 6: Lake-Sumter Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 31
D. MetroPlan Orlando
Figure 7: MetroPlan Orlando’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 32
Figure 8: MetroPlan Orlando’s Facebook Page
(Retrieved May 16, 2013)
39. Metropolitan Transportation Planning Organization for the Gainesville Urbanized Area
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 33
E. Miami-Dade Metropolitan Planning
Organization
Figure 9: Miami-Dade Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 34
Figure 10: Miami-Dade Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
41. Metropolitan Transportation Planning Organization for the Gainesville Urbanized Area
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 35
F. North Florida Transportation Planning
Organization
Figure 11: North Florida Transportation Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 36
Figure 12: North Florida Transportation Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 37
G. Ocala/Marion County Transportation Planning
Organization
Figure 13: Ocala/Marion County Transportation Planning Organization’s Facebook
Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 38
Figure 14: Ocala/Marion County Transportation Planning Organization’s Facebook
Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 39
H. Pinellas County Metropolitan Planning
Organization
Figure 15: Pinellas County Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix A Existing Florida Metropolitan Planning Organization Facebook Pages Page 40
Figure 16: Pinellas County Metropolitan Planning Organization’s Facebook Page
(Retrieved May 16, 2013)
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Appendix B - Existing Florida Metropolitan Planning Organization Twitter Accounts Page 41
Appendix B
Existing Florida Metropolitan
Planning Organization Twitter
Accounts
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Appendix B - Existing Florida Metropolitan Planning Organization Twitter Accounts Page 43
Appendix B: Existing Metropolitan Planning
Organization Twitter Pages
A. Hillsborough Metropolitan Planning
Organization
Figure 16: Hillsborough Metropolitan Planning Organization’s Twitter Page
(Retrieved May 16, 2013)
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Appendix B - Existing Florida Metropolitan Planning Organization Twitter Accounts Page 44
B. Lake-Sumter Metropolitan Planning
Organization
Figure 17: Lake-Sumter Metropolitan Planning Organization’s Twitter Page
(Retrieved May 16, 2013)
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Appendix B - Existing Florida Metropolitan Planning Organization Twitter Accounts Page 45
C. MetroPlan Orlando
Figure 18: MetroPlan Orlando’s Twitter Page
(Retrieved May 16, 2013)
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Appendix B - Existing Florida Metropolitan Planning Organization Twitter Accounts Page 46
D. North Florida Transportation Planning
Organization
Figure 19: North Florida Transportation Planning Organization’s Twitter Page
(Retrieved May 16, 2013)
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Appendix C - Existing City of Gainesville Social Media Page 47
Appendix C
Existing City of Gainesville Social
Media
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Appendix C - Existing City of Gainesville Social Media Page 49
Appendix C: Existing City of Gainesville
Social Media
A. City of Gainesville’s Facebook Page
Figure 20: City of Gainesville’s Facebook Page
(Retrieved May 17, 2013)
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Appendix C - Existing City of Gainesville Social Media Page 50
B. Gainesville City Commissioner’s Facebook Page
Figure 21: Commissioner Todd Chase’s Facebook Page
(Retrieved May 17, 2013)
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Appendix C - Existing City of Gainesville Social Media Page 51
C. City of Gainesville’s Twitter Page
Figure 22: City of Gainesville’s Twitter Page
(Retrieved May 17, 2013)
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Appendix C - Existing City of Gainesville Social Media Page 52
D. Gainesville City Commissioner’s Twitter Page
Figure 23: City Commissioner Lauren Poe’s Twitter Page
(Retrieved May 17, 2013)
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Appendix C - Existing City of Gainesville Social Media Page 53
E. City of Gainesville’s Flickr Page
Figure 24: City of Gainesville’s Flickr Page
(Retrieved May 17, 2013)
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Appendix C - Existing City of Gainesville Social Media Page 54
F. City of Gainesville’s YouTube Channel
Figure 25: City of Gainesville’s YouTube Channel
(Retrieved May 17, 2013)
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Appendix D - Existing Alachua County Social Media Page 55
Appendix D
Existing Alachua County Social
Media
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Appendix D - Existing Alachua County Social Media Page 57
Appendix D: Existing Alachua County
Social Media
A. Alachua County’s Facebook Page
Figure 26: Alachua County’s Facebook Page
(Retrieved May 17, 2013)
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Appendix D - Existing Alachua County Social Media Page 58
B. Alachua County’s Twitter Page
Figure 27: Alachua County’s Twitter Page
(Retrieved May 17, 2013)
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Appendix D - Existing Alachua County Social Media Page 59
C. Alachua County’s YouTube Channel
Figure 28: Alachua County’s YouTube Channel
(Retrieved May 17, 2013)
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Appendix D - Existing Alachua County Social Media Page 60
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Appendix E -Proposed Facebook Page Page 61
Appendix E
Proposed Facebook Page
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Appendix E -Proposed Facebook Page Page 62
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Appendix E -Proposed Facebook Page Page 63
Appendix E: Proposed Facebook Page
Figure 29: Proposed Facebook Page
Retrieved October 3, 2013
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Appendix E -Proposed Facebook Page Page 64
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71. Metropolitan Transportation Planning Organization
for the Gainesville Urbanized Area
Marlie Sanderson, AICP, Director of Transportation Planning
Luke Tia, Intern
72. Metropolitan Transportation Planning Organization
for the Gainesville Urbanized Area
2009 NW 67th Place
Gainesville, FL 32653-1603
352.955.2200
www.ncfrpc.org/mtpo
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