RTA’s massive online outreach aims to popularise mass transport, e-services


Staff report  www.gulftoday.ae

DUBAI: The ‘e 4 all’ magazine issued by the Dubai e-Government described the media interaction of the Roads & Transport Authority (RTA) on social networking pages as both progressive and wonderful.

It praised the efforts of the work team, who attached a great deal of care to this gateway, and generated a huge media impact on these portals which in turn cemented RTA’s profile at various circles across the globe.

Dr Aysha Al Busmait, director of RTA’s Marketing and Corporate Communication, stated that RTA managed to communicate video clips on the YouTube website to around 300,000 viewers since the launch of its channel on the YouTube in December 2008.

RTA’s YouTube library includes more than 160 video clips intended to publicise and broadcast the culture of using mass transit modes of all kinds.

“In November and December 2011, RTA’s Twitter page registered about 22 million exposures, carried out by more than 1.8 million people through more than 12 thousand followers registered on the RTA’s twitter page,” said Dr Aysha.

“The number of subscribers to RTA’s Facebook page amounted to more than 20,000, and the number of reaches soared to approximately 8 million, while the total number of RTA’s posts topped 320 in the same period last year.

“Through its presence in ‘Twitter’ and ‘Facebook’ networks, RTA aims to strengthen the channels of communicating with the public, especially among users of mass transit modes. RTA also aims to brief the public on its e-services and channels of delivering them and encourage the public to use these services. It seeks to inform the public about public transport services rendered by the RTA to participants and visitors of the multitude of events and activities in the Emirate of Dubai,” Dr Aysha added.

“It believes that communicating with the public will ensure the smooth and safe flow of services during holidays and official and religious events,” she elaborated.

“The use of social networking plays a crucial role in the interconnectedness between the RTA and the public, where a large segment of the community in general and RTA customers in particular can benefit from the information available in these social networks about the services provided by the RTA. In the meantime, RTA can utilise such interaction to upgrade and improve services,” explained Dr Aysha.