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ST Brand: Social Media

We are currently active in the following social channels: Facebook, Twitter, Instagram, LinkedIn, YouTube and Flickr. Although content and engagement strategy varies from channel to channel, the following principles apply to the program overall:

 

We use social media to grow the awareness and frequency of reach of the organization; ensure content is communicating our story, presenting the mission and expressing our accomplishments; establish authority as the regional provider of bus and train services by providing timely and accurate rider feedback and response; activate the community for interactions, recommendations and consumption of content.

 

We strive to maintain a consistent voice which is appropriate to the channel and topic. Our basic social personality is: down-to-earth; responsive; expert, but approachable; light-hearted & witty but not ‘cheesy’; educated and professional; friendly and helpful.

 

The Sound Transit social media program is managed under the Digital Communications Division in CEA. The program framework includes a policy and a set of best practices that govern use of all social media channels. Under policy, only staff or consultants who have been assigned by the CEA team are empowered to speak on behalf of the agency via social networks.

 

Our content is tailored to each channel and follows our brand standards. On Facebook, we emphasize storytelling using high-quality assets to position Sound Transit as part of the fabric of the community; Twitter is heavily rider-focused; we use images and links as often as possible to drive engagement; Instagram is a channel for our most compelling images and is often community-focused; LinkedIn content is designed to help position the agency as a professional, accomplished and forward-looking place to work.

 

Downloads

Icons for our social media channels

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Call to action

 

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