在COVID-19大流行期间,通过Twitter进行过境通信
Wenwen Zhang1, Camille Barchers2, Janille Smith-Colin3
1Rutgers, the State University of New Jersey, New Brunswick, NJ, USA.
Environment and planning. B, urban analytics and city science
|April 11, 2024
概括
交通运输机构在COVID-19期间有效地使用了Twitter,通过分享COVID相关的更新,从而促进了追随者增长和参与. 战略沟通改善了公众对运输安全和可靠性的看法.
科学领域:
- 运输科学 运输科学
- 社交媒体分析
- 公共卫生传播 公共卫生传播
背景情况:
- 像Twitter这样的社交媒体平台对于运输机构传播信息和管理公众看法至关重要,特别是在危机期间.
- 随着COVID-19大流行,公共交通面临前所未有的挑战,需要与乘客进行明确和一致的沟通.
- 了解交通运输机构在此期间如何使用Twitter对于优化未来的沟通策略至关重要.
研究的目的:
- 在COVID-19大流行期间分析美国运输机构在Twitter上的沟通策略.
- 调查推特内容,代理活动和骑手互动 (追随者增长,参与) 之间的关系.
- 识别关键主题和推特模式与积极的骑手互动和推特手柄受欢迎程度相关.
主要方法:
- 分析了来自美国40大运输机构的654,345条推特 (2020年1月至2021年8月).
- 开发一个使用机器学习和自然语言处理来评估推特模式和骑手交互的框架.
- 相关性分析以确定推特特征和关注者参与度指标之间的关联.
主要成果:
- 小机构发布的COVID相关推文比例更高;出现了六个关键话题 (面罩,服务更新等). ) 的情况.
- 大多数机构在2020年3月之后获得了追随者,追随者增长与COVID相关的推文和回复有积极的相关性.
- 推特喜欢与COVID相关内容积极相关,但与社交距离讨论和重复内容负面相关.
结论:
- 交通运输机构可以通过战略性地使用Twitter来增强乘客沟通和公众认知,专注于COVID-19信息和直接参与.
- 定制内容以解决乘客对健康和安全的担忧,对于在中断期间保持乘客数量至关重要.
- 有效的社交媒体策略,包括及时更新和交互式内容,对于应对公共卫生危机的运输机构至关重要.
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