Business & Investment

Connect with drivers and customers using social media

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Social media has changed the way people communicate and absorb information in ways that go far beyond sharing memes and viral cat videos. It’s also an important tool for businesses to engage with their customers and employees.

Truck companies use social media to connect with drivers, build brands, and hire and maintain workers. And they are successful.

“Drivers use social media. We know that, Michael Fisk, Vice President of Marketing, Recruitment and Development for Roadmaster Group, the parent company of Tri-State MotorTransit, said: “I think the great value of social media is in keeping drivers and working with families, especially for spouses who are at home and don’t know much about the company. It gives them the opportunity to meet us. Will give you. “

Social media is also an effective means of community involvement.

“Statistics show that it has become a major platform for people to consume news and information and form opinions,” said G-Navilings, director of marketing and communications. 36th place Averitt Express NS Transport Topic Top 100 List of Largest Rental Motor Carriers in North America..

Laura MacLeod, a social media marketing specialist at Southeast Freightlines, said social media can help establish genuine connections with customers and employees.

“We are in the people business and we use social media to show the world who we are as an organization,” she said.

Southeastern freight line is ranked 34th With TT100 to hire.

Olivia Young, Vice President of Marketing and Sales at Navajo Express, has several platforms to choose from, but the fleet doesn’t have to be active on all of them.

“Choose your platform and do it well,” she said.

For Navajo Express, Facebook is most relevant to its driver, but Instagram usage is increasing, Young added.

“Our driver pool isn’t very active on LinkedIn, but we have potential employees, current employees, and industry experts, so I’d like to introduce you to Navajo,” she said. rice field.

TikTok is a new focus for Hirschbach Motor Lines.

“I’ve invested hours watching TikTok videos and learning what to post,” said Bianca Sanchez, Marketing and Social Media Manager at Hirschbach. “We’re trying to leverage TikTok’s trends to show our culture, show off our tracks, and find ways to get involved.”

Various social media platforms tend to have their own tones, and the fleet says it will tailor its content to each.

According to Sanchez, Hirschbach is more playful and fun on Facebook than LinkedIn, and even more playful on TikTok than Facebook.

“We are serious about doing a good job, but we encourage you to enjoy it while doing it,” she said. “We want to show what our culture looks like and continue to have that fun Hirschbach atmosphere.”

66th place Hirschbach The TT100 for rental has the most interactions on Facebook and has a presence on Instagram, Snapchat, YouTube and LinkedIn.

Roadmaster Group’s Fisk is focused on Facebook and is also active on LinkedIn, Twitter and Instagram. He is not currently using TikTok, but the fleet is tracking TikTok metrics.

“As our drivers get more involved in it, we can see it getting more involved,” Fisk said.

Fleets often use social media to highlight charitable activities such as Wreaths Across America. (Leonardo Express)

Facebook is the most social platform for Leonard’s Express. Here, the company emphasizes office activities, recognizes specific employees and involves drivers, said Chief Marketing Officer Mike Riccio. Farmington, NY-based truck and logistics companies use Twitter and LinkedIn to develop thought leadership, awards, and new technologies.

Promote engagement

Young of Navajo Express said that social media has a driver side and a client side.

“We need to balance the content so that it hits both,” she said. “Is this an attractive driver, customer, or both?” It’s important if there is a way to show who you are as a company and introduce your brand. “

Olivia Young


The Navajo are focused on driver involvement and are always trying to post videos, photos, or links to websites, Young said.

“Truck photos and videos always seem to be doing their best,” she said.

Riccio of Leonard’s Express found that posts with pets tended to work particularly well.

“We work with the driver’s workforce, where they went, their favorite out-of-the-go food and conditions they drove, or the stupidest or most difficult load they’ve ever processed. Asks what it is, “he said.

According to Sanchez, the Hirschbach driver is sharing content ideas with her.

“They will say,’I saw that post, and here’s my quote or a picture of my truck,'” she said.

Hirschbach has created a driver group within Facebook tailored to a specific driver subset, such as over-the-road or dedicated.

“Drivers join these groups and interact with other drivers and even management,” Sanchez said. “Drivers are involved and share information with each other. I come in and answer questions here and there.”

The Roadmaster Group started a live Facebook broadcast just before the COVID-19 pandemic. Drivers can send questions and comments during a live session.

“On a regular broadcast, there are 30 to 50 live attendees. The next few days of engagement for those watching the video can be 500 to 600,” Fisk said.

“We try to engage in something that is relevant and interesting, but it’s not necessarily company- or driving-specific,” Fisk said, adding that drivers like to engage in trivia. rice field. Post. “We are trying to find the right balance of news, information and entertainment. It’s art rather than science.”

Drivers, office managers, and customer service representatives are colleagues, but they don’t always feel that way. The Roadmaster Group is trying to fill the gap through social media.

“The driver wants to understand who the coordinator is, how he got into the truck, and it has nothing to do with his work,” Fisk said.

Southeast Freightlines evaluates platform growth, reach and engagement when planning content.

Laura MacLeod


“But the most important indicator for measuring the right amount of activity is to know our audience and listen to their feedback,” said MacLeod.

Social media will never replace face-to-face communication in the fleet, she said, but it provides an additional channel for involvement.

“Forks may find it more comfortable to express concerns, ask questions, and share special moments of media with us on social media than to meet in person,” MacLeod said. I am saying.

Social media can also help increase brand awareness and emphasize corporate culture.

“Social media has been found to give us a glimpse behind the scenes of Averitt’s real world,” Billings said.

For example, Averitt used a social media campaign to celebrate the company’s 50th anniversary.

“The fun part is the engagement component when looking at comments and input from the community,” Billings added.

Young of Navajo Express said the main goal is to promote engagement.

“It’s as difficult to keep a driver in a seat as it is to put a driver in a door,” Young said. “Social media is another way we can stay connected with our drivers.”

Leonard’s Express uses social media to hire all types of employees, from financial professionals to data scientists. Also, use geofence to target areas where you need to hire a driver.

“It helps you become more focused on your approach from a geographic point of view,” Riccio said.

In addition to using organic content to attract new hires, Hirschbach uses social media to promote employment opportunities for drivers, technicians, training instructors, and office staff to track the return on investment of paid placements. increase.

“We try to pay attention to the cost per lead or the cost per number,” says Sanchez.

Responding to negative feedback

Negative feedback is given on social media, but the fleet said positive interactions outweigh negatives.

“Social media has enough advantages that we have to be involved in, but there are some disadvantages that we have to manage,” said Fisk of the Roadmaster Group.

One challenge is to identify inappropriate content that employees post on their personal pages.

“I think they’re posting on their site, which says they’re employees of Tri-City Transit. Then I have to get involved, and we’re coaches and You may have to counsel, or perhaps discipline, “Fisk said.

If negative feedback occurs, the fleet will deal with it directly.

“We apologize for the negative interactions they felt and ask if we would talk to us offline,” said Riccio of Leonard’s Express.

According to Young of Navajo Express, social media can be the means drivers use to express their frustration.

“Whenever I see a complaint about these drivers, I try to get in touch with either myself or the driver leader and follow them up with a note that they are following up,” she said. “The moment you start hiding your comments, it fuels the fire.”

The best scenario is when others intervene to provide their support, said Sanchez of Hirschbach.

“Surprisingly, one of the great things is that drivers also deal with many of these complaints. They see negative feedback and say,” There’s a reason this happened. I will say, “she said. “Sometimes you will get something negative, and there is nothing you can do about it, and you have to put it on.”

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