Social Media Practices in Traffic Safety

Sack, Rachael; Foreman, Christina; Forni, Sara; Glynn, Russell; Lehrer, Andy; Linthicum, Alex; Perruzzi, Adam · 2019 · ROSA P / United States. National Highway Traffic Safety Administration

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Summary

This study, conducted by the Volpe National Transportation Systems Center for the National Highway Traffic Safety Administration (NHTSA), investigates how State Highway Safety Offices (SHSOs) utilize social media for traffic safety messaging. The research aims to describe the current state of SHSO social media practices, identify variations in approach, and determine how these activities are measured. The project addresses the growing importance of social media as a tool for sharing life-saving information, contrasting it with traditional one-way media by focusing on active audience engagement. The methodology combined quantitative and qualitative approaches. Quantitatively, the team analyzed publicly available data from Twitter and Facebook accounts linked to SHSO websites over a 12-month period (April 1, 2016, to March 31, 2017). They developed a machine-interpretable definition for "safety messages" based on criteria such as calls to action, risk awareness, or program promotion, achieving 95% accuracy through iterative training. Metrics included engagement rates and a standardized "engagement index" to allow cross-account comparisons. Qualitatively, the researchers interviewed 10 NHTSA Regional Offices and nine SHSOs representing diverse organizational structures (e.g., DOT, law enforcement, independent SHSOs) and account sizes to understand operational successes and challenges. Key findings indicate that there is no single method for effective social media delivery; instead, success varies by platform and strategy. The analysis identified six promising practices: reusing messaging across platforms, considering message tone, strategically using multimedia, using hashtags selectively, timing posts to meet stakeholder needs, and collaborating with other state and local accounts. The study also highlighted specific case studies, such as Kansas’ “Safety Madness Bracket” and Pennsylvania’s personalized work zone campaigns, demonstrating creative engagement tactics. Statistical analysis revealed significant relationships between engagement and factors like message length, sentiment, media type, and posting time, though these effects differed between Facebook and Twitter. The significance of this report lies in its provision of evidence-based guidance for SHSOs at varying levels of social media maturity. By defining measurable metrics and identifying national trends, the study helps standardize the evaluation of safety messaging effectiveness. It concludes that social media is a cost-effective, efficient tool for launching highway safety messages, but requires trial and error to optimize engagement. The findings support NHTSA and the Governors Highway Safety Association in advancing the practice of digital safety communication, offering a framework for future research and operational improvement.

Key finding

Engagement indices varied significantly based on content characteristics, with strategic use of images, videos, and selective hashtags correlating with higher interaction rates across SHSO social media accounts.

Methodology

mixed_methods

Sample size: 9

Provenance

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Topics

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• public messaging