The Use of Facebook Fanpages in Promoting Future Urban Transit: A Case Study of PT. MRT Jakarta

DOI

10.2991/miceb-17.2018.40How to use a DOI?

Keywords

social media campaign; social media content analysis; future urban transit; urban mobility

Abstract

Urban mobility has become the toughest challenge for the Greater Jakarta conurbation, considering that urban centralization affects citizens who rely on private vehicles to commute to and from work. Vehicle dependency has led to acute congestion that incurs an annual economic cost of up to 65 trillion rupiah. Even though the government has developed a high technology-based urban transit infrastructure expected to become operative in 2019, private vehicle commuter enthusiasm to utilise it remains in question. To increase such alacrity, MRT Jakarta, the urban transit provider, exploits social media as a promotional tool within its mobility management strategy. Indeed, its mobility management social media strategy is expected to induce a future voluntary abandoning of private vehicle use in favour of the MRT once the prerequisite infrastructure has been developed. The purpose of this paper is to examine the impact of social media-based promotional content, namely; Facebook fan pages, using engagement rate calculation. For the purposes of this study, the data of two consecutive months (June-August 2017) available online at the MRT Jakarta official Facebook fanspage, was analysed. The investigation focused on the effectiveness of the promotional content of posts to increase fans' responsive engagement rate. The present study proposes that social media exploitation could be enhanced through more strategic and systematic use to foster active engagement in order to promote the MRT as a mode of commuting.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Edith Lavindri
AU  - Sudarso Kaderi Wiryono
AU  - Mustika Sufiati Purwanegara
PY  - 2017/10
DA  - 2017/10
TI  - The Use of Facebook Fanpages in Promoting Future Urban Transit: A Case Study of PT. MRT Jakarta
BT  - Proceedings of the Mulawarman International Conference on Economics and Business (MICEB 2017)
PB  - Atlantis Press
SP  - 265
EP  - 270
SN  - 2352-5428
UR  - https://doi.org/10.2991/miceb-17.2018.40
DO  - 10.2991/miceb-17.2018.40
ID  - Lavindri2017/10
ER  -