Role of Social media in engagement
Social media is an effective tool to inform, educate, and encourage participation in MARC transportation and environment planning efforts. Social media provides the ability to share and comment on posts, share information, and provide feedback. MARC staff monitor and review comments made on social media posts that are relevant to MARC transportation planning efforts and programs.
While these comments are not considered official public comments, MARC staff will review them as part of the planning process to determine relevance and if a response is warranted. MARC is committed to utilizing social media to direct the public to digital platforms where they can provide official public comments, to capture feedback and comments for inclusion in reports to MARC committees and the Board of Directors.
Platforms and Key Groups
As part of the process of updating this participation plan, MARC conducted an online survey to better understand its online engagement and to identify opportunities to reach residents that may not normally be engaged in the transportation planning process. Appendix X includes a comprehensive breakdown of this survey and its findings.
Nearly 50% of respondents to this poll stated they get their news from social media. That percentage rose to 75% when including just those aged 18-25. Over 50% of all respondents use Facebook and Instagram regularly. Other social media platforms were also popular, such as YouTube at 41%, LinkedIn at 38%, and Reddit at 18%. It is important that MARC distribute engagement materials for important plans and programs on these sites, as well as develop content that is compatible with each social media platform.
Best practices for social media engagement
- Use plain language. Avoid technical jargon whenever possible and clearly define unfamiliar terms.
- Make content easy to understand. Use clear visuals, graphics and examples to communicate information quickly and effectively.
- Reduce barriers to participation. Create content that is accessible, approachable and relevant to a broad audience.
- Keep messages concise. Social media is best suited for short, engaging content that introduces topics and encourages interest.
- Provide pathways to learn more. Link to project pages, resources or public meetings when more detailed information is needed.
- Balance education and engagement. Some content should help people understand issues, while other content should connect them with opportunities, resources and ways to get involved.
- Encourage meaningful participation. Use social media to help community members learn about projects and provide feedback.
- Continuously improve. Regularly evaluate and refine social media strategies to better inform, engage and connect with the community.
AI in EngagementÂ
MARC takes a human-centered approach to the use of AI. While AI tools may occasionally assist with drafting or organizing information, they are not a substitute for staff expertise, professional judgment or meaningful public engagement.
Because AI-generated content can contain inaccuracies, omit important context or misrepresent complex issues, all materials undergo thorough human review before being shared publicly. Staff are responsible for evaluating content for accuracy, relevance and alignment with project goals and community needs.
MARC follows an internal AI guidelines that emphasizes responsible use of AI tools that the user can both undertand and challenge. MARC is transparent about AI use and maintains human oversight of all public-facing communications.