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Kochi Metro is a rapid transit system serving the city of Kochi in Kerala, India. Kochi Metro plays a pivotal role in the public transportation system available in Kochi. Public transport organizations often face challenges in communicating effectively with their passengers and the broader community. This is where social media steps in as a powerful tool for transforming the public transport experience. With an average of 1 lakh(Approx.) passengers relying on metro services daily, effective communication and engagement have become paramount. In recent years, the KMRL has recognized the immense potential of social media as a powerful tool for improving customer experience, safety, and sustainability.

Kochi Metro had its social media presence from its initial stage. The official Facebook page of Kochi Metro started in 2012, in those days Facebook was popular and was gaining attention. Since those days, the land acquisition and construction was going on the social media platforms of Kochi Metro mainly focused on disseminating the traffic diversion and other related messages to the public. This mode of communication became crucial as a lot of people started using smartphones and also following the official platforms of KMRL.

Effective social media management demands a unique set of skills and qualities. Successful social media management needs to be highly organized, as juggling multiple platforms, campaigns, and content schedules can be challenging. Creativity is also crucial for crafting engaging and shareable content that captures the audience’s attention. In the year 2014, the social media management of Kochi Metro was entrusted to a private agency to engage the customers and increase followers. Since there were not many firms who were in this business during that time the demand was high. For serving the purpose nearly 50 Lac. Rupees were spent per annum for digital documentation and social media management services.

In the year 2021, Shri. Loknath Behera after taking charge as the Managing Director of KMRL, implemented the concept of In-House social media management. During his tenure as the State Police Chief, he had already proven the efficiency of In-house social media management by the state police force which got global recognition. This concept of In-house social media management was highly beneficial and successful in KMRL. Employees who have an interest in social media and possess knowledge of editing were identified and then trained by the Kerala Police’s social media team.

In-house social media management can offer greater control, brand consistency, and cost efficiency. It allows for quicker responses, deep industry knowledge, and data ownership. However, it comes with considerations related to resource investment, potential burnout, flexibility, expertise gaps, and content quality.

Also Read | Beyond Fare Collection Kochi Metro Rail Limited (KMRL): A Model of Financial Success and Innovation

Benefits of In-House Social Media Management

1. Brand Consistency: One of the most significant advantages of managing social media in-house is the ability to maintain brand consistency. The Social Media Team understand the brand guidelines, voice, and values better than external agencies. This ensures that all social media content aligns with the brand identity and messaging.

2. Quick Response Time: In today’s fast-paced digital world, rapid responses are crucial. In-house teams have the advantage of quick decision-making and immediate responses to trends, news, or customer inquiries. This agility can set a corporate firm apart in the online sphere.

3. Cost-Efficiency: While external agencies incur additional costs, in-house social media management is more cost-effective in the long run. KMRL can allocate its budget for salaries, tools, and resources, rather than paying agency fees.

4. Deep Industry Knowledge: The social media team members possess deep industry knowledge. This expertise allows for the creation of content that resonates with the target audience, leveraging the company’s industry-specific knowledge.

5. Data Ownership and Insights: When managing social media in-house, KMRL retain full ownership of their data and insights. This data can be invaluable for making informed decisions, improving strategies, and understanding audience behaviours.

Recently, KMRL made waves through its reel set to the tune of the trending reel songs. The posts aim to make commuters aware of the metro’s schemes and attract non-commuters in a bid to increase ridership. Last 1 year KMRL’s social media reached 4.5 Million (Facebook) and 2.4Million (Instagram). KMRL’s social media team takes contemporary issues and presents them in various formats, such as a reel, a post, or a video story. The social media reach of Kochi Metro‘s official page is in the top position compared to the pages of other metros in the country. The videos have helped promote the metro’s services. The video introducing the QR ticket service was widely appreciated by the younger generation. The number of downloads saw a rise in just a short period. After selling fewer than 1,000 mobile QR tickets in December 2022, KMRL announced a special officer through social media. It worked. The ridership data showed that the number of QR tickets sold was 10 times higher in January and 20 times higher in February. The recent awareness reel made using the famous Tamil Movie “JAILER” dialogues on the upgraded AFC gates was an instant hit reaching 1.5 million within two days.

Adaptability is key, as the social media landscape is constantly evolving, and staying updated with the latest trends and algorithm changes is essential. Analytical skills are vital for interpreting data and metrics to refine strategies and achieve optimal results. Finally, in-house management of social media enabled KMRL to understand the brand’s values and target audience. Ultimately, in-house effective social media management is a vital component of a successful corporate digital strategy in today’s interconnected world.

Views expressed by Jaya Shanker, Manager (P. P. P.), Social Media Cell, Kochi Metro Rail Ltd.

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