Vulnerable Stakeholders: Analysis of Knowledge, Attitudes and Outcomes of Social Media and Rider Training Episode 2 Chanyoung Lee, Ph.D., AICP, PTP Center for Urban Transportation Research University of South Florida
Creating a Culture of Safety Communication Opportunity
Motorcycle Fatalities Per vehicle miles traveled in 2016, motorcyclist fatalities occurred nearly 28 times more frequently than passenger car occupant fatalities in traffic crashes.
“Safety” is among the top priorities of most car shoppers
Can you guess?
Safety doesn't sell motorcycles (at least until now)
Google Trends
Social Media
How often, if ever, do you use Facebook? 2017 Florida Motorcyclists Survey (N=1,219) Total -99 Every few weeks 1-2 days a week 3-5 days a week Several times a day About once a day Never Age: 66.7% 33.3% 100.0% Under 19 22.2% 11.1% 44.4% 20-24 6.7% 5.0% 40.0% 26.7% 15.0% 25-29 9.7% 4.2% 45.8% 19.4% 16.7% 30-34 1.4% 5.4% 2.7% 8.1% 39.2% 18.9% 24.3% 35-39 10.3% 6.9% 5.7% 39.1% 11.5% 26.4% 40-44 7.8% 3.9% 2.0% 43.1% 13.7% 29.4% 45-49 10.4% 7.3% 5.2% 32.3% 21.9% 22.9% 50-54 9.8% 12.2% 4.9% 28.5% 22.8% 22.0% 55-59 0.7% 9.0% 5.6% 30.6% 18.8% 29.9% 60-64 0.5% 5.3% 8.0% 7.4% 20.7% 14.9% 65-69 0.6% 13.0% 5.8% 4.5% 22.7% 15.6% 37.7% 70-74 10.8% 11.8% 4.3% 17.2% 38.7% 75 and over 3.2% 12.9% 6.5% 35.5% 9.2% 7.1% 5.5% 29.5% 17.7% 30.4%
FB Network Being Empowered Vulnerable?
Ride Smart Florida 23,140 likes Two-Way Conversation
Monthly Average Engagements per Post (likes, comments, share…) 1 2 3 4 5 6 7 8 9 10 11 12 Grand Total link 11.1 39.0 24.1 24.3 28.0 27.3 24.0 19.8 37.0 15.7 15.5 6.5 21.4 photo 28.6 100.8 32.3 56.0 57.3 22.0 35.6 32.8 21.8 27.5 25.3 40.8 status 1.0 19.0 9.0 12.0 27.0 10.3 video 72.0 54.0 738.7 204.4 305.0 247.0 8.0 86.0 18.0 60.0 229.2 24.6 82.5 85.8 54.1 67.6 71.9 32.5 34.8 20.5 26.0 25.2 50.8
Ride Smart Facebook Page Performance
Communication Communication is no longer limited to didactic transactions in specific settings or mass media messages delivered to passive audiences. With the rapid evolution of the Internet and online social networking, traffic safety communication now incorporates dynamic exchanges of information. Social media provides means for rapidly and inexpensively reaching a broad but targeted audience with adequate information through applications such as Facebook.
Strategic Highway Safety Plan (SHSP) “A Strategic Highway Safety Plan (SHSP) is a major component and requirement of the Highway Safety Improvement Program (HSIP) (23 U.S.C. § 148). It is a statewide-coordinated safety plan that provides a comprehensive framework for reducing highway fatalities and serious injuries on all public roads. “ https://safety.fhwa.dot.gov/shsp/ “Emphasis Areas (EA)” https://rspcb.safety.fhwa.dot.gov/shspsearch/stat esearch.aspx
Five performance measures as the five-year rolling averages Number of Fatalities Rate of Fatalities per 100 million Vehicle Miles Traveled (VMT) Number of Serious Injuries Rate of Serious Injuries per 100 million VMT Number of Non-motorized Fatalities and Non-motorized Serious Injuries When you fail to meet the target…
Proportion of MC fatalities in Traffic Fatalities (2014-2016) Data Source: https://cdan.nhtsa.gov/STSI.htm#
Chanyoung Lee, Ph.D. (leec@usf.edu) Thank You! Chanyoung Lee, Ph.D. (leec@usf.edu) www.cutr.usf.edu