We are currently two months into the social media pilot project. As an update, we would like to share how we monitor the mentions about the department and the practices used to develop content and responses from our 2 month experience with engaging on Twitter.
As mentioned in the first post, this effort has concentrated on leveraging Twitter and Facebook to broadcast information and respond to questions from the public. For the last two months, we actively monitored, developed and posted content for both sites and responded to customer inquiries. So far, the overall reaction to these actions has been positive. In addition, we have noticed a significant growth of our Twitter account. Our total follower count has increased by over 550 new followers since the beginning of July, and our direct mentions have increased to an average of 30 per week. Most importantly, every message we send on twitter is exposed to over 2,200 different users.
At the beginning of each week, time is spent developing a week’s worth of content. This content is then posted three to four times a day and is usually based on what appears to be of most interest to the community, such as: specific activities in or around the State, DMV closures, announcements, and general DMV registration and licensing information. Furthermore, @CA_DMV mentions are evaluated on an informative basis to determine if a DMV response can add value to the community as a whole or help the author of the tweet with their specific needs. Direct messaging (DM) has also been used to interact with the public. We have found that some situations require private information to fully research a specific question or problem for a customer. In these cases, a DM is sent to the customer requesting a telephone number so a conversation can take place to fully address their issue. Although in most cases, each tweet will contain a tiny URL that will take the reader back to the DMV website.
As you can probably guess, the DMV has a lot of experts and reference material. As a result, every post is reviewed to ensure questions are answered clearly and accurately. We hope you find this information useful/informative and look forward to hearing from you as we continue to look for new ways to provide customer service with this new endeavor.
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