I’d like to write an enormous longform piece on how, in the first five weeks of this year, SEPTA and PATCO have been handling the disruptions of winter weather, for better and for worse. In lieu of the time to crank out the 10,000+ words the subject could take, let me take some time this morning to write briefly on one simple facet: SEPTA’s realtime Twitter account, @SEPTA_SOCIAL, and its PATCO equivalent @RidePATCO. From what I’ve seen, I’ve come to the conclusion that those accounts need to be kept manned much longer than they are now.
Over the last few weeks, I’ve had TweetDeck set up to provide a search timeline for everyone who uses the word “septa” on Twitter; this is one of the things that SEPTA does itself in its social media office. As disruption after disruption rolled in over the last month, there was a definite difference in the tone of the customer complaints, depending on whether the disruption was completely within @SEPTA_SOCIAL’s business hours (7:00-19:00 weekdays, 8:00-18:00 weekends), or if it was even partially while the account was dark. Informed riders are happier (if not necessarily happy) riders. That’s the point of the entire exercise.
SEPTA itself, of course, runs 24/7/365. So does PATCO. I’m not asking that either tiny team of social mediators be on call around-the-clock; that would be too much, too fast. But evening ridership is growing quickly. Occasional riders unfamiliar with the transit system tend to ride in the evenings. For that matter, if an evening rush melts down, it will often still be recovering as the sign-off messages go out at 19:00. That’s not a good thing for a Customer Service operation. So I would ask both agencies to prioritize expanding their social media teams to provide coverage of the Twitter desks through at least 21:00, every night. 23:00 or midnight would be even better. Similarly, PATCO signs on in the morning at 6:00; this might be a good thing for SEPTA to emulate.
I know that that is an odd request, when I’m usually banging the drum for much bigger and more expensive things. But the Twitter helpdesk is critical infrastructure for the early 21st Century, as strange as that seems. No other agency does it as well as SEPTA, and PATCO is obviously trying to learn its neighbor’s lessons, unlike other agencies that have yet to see the light about real-time information. And compared to many other things that make transit better for riders, well-trained Twitter handlers are relatively cheap, and are cost-effective. Something to think about as the finishing touches get put on the draft FY2016 budgets.