One-way to two-way: facilitating road safety conversations on social media

Road safety communications have traditionally relied on one-way advertising campaigns to facilitate social changes. However, the emergence of user-centric digital platforms whereby road users can directly engage with Government has transformed communications from one-way into two-way conversations. The NSW Road Safety Facebook community provides a case study in developing a feedback loop for continuous learning for road safety agencies to communicate with their audiences. Balanced analysis of reach, engagement and sentiment data has led to greater consideration of content-crafting, influencers and community management. The ongoing use of “test and learn” approaches presents an opportunity to evolve road safety conversations.