Metro Taxi Connecticut, a West Haven-based taxi company serving New Haven and 15 other towns and cities in the state had been voted best taxi company in Greater New Haven by the New Haven Advocate for 10 years running. That reputation, however, didn’t translate to the social media world. On Facebook, the company’s rating came in at less than three stars out of a possible five stars and the page featured numerous negative reviews. It also had a comparatively small following, with little more than a few hundred Facebook followers and around 600 Twitter followers. Metro Taxi recognized its social media presence was a crucial part of their brand and reputation.
Melwood launched a full social media campaign aimed at improving Metro Taxi Connecticut’s online image and social media following. The strategy consisted of advertising campaigns that drew more followers to the page; weekly blogs that attracted audiences and boosted SEO by driving traffic to the website; and regular, coordinated posts to both the company’s Facebook page and its Twitter account that engaged with the local community and communicated the company’s local brand. Shared content included behind-the-scenes photos, timely graphics, and local news. The photos in particular help put a human face on the company, showing drivers and dispatch workers both on and off the clock.
Melwood successfully raised Metro Taxi’s rating on Facebook by more than a full star and hit its one-year goal for followers three months early. Three-fourths of all company reviews were five-star ratings, and engagement soared to over 4,000 followers, with dozens of its followers are liking, sharing, commenting on, and otherwise interacting with Metro Taxi Connecticut’s posts every day.
The boost in social media presence also made it easier for the company and its customers to communicate. The number of reviews and direct messages increased significantly, and these new lines of direct communication led to improved customer service, a development that attracted the attention of the industry’s top trade association, the Taxicab, Limousine & Paratransit Association, which featured Metro Taxi’s effective use of social media in their own educational materials to its members worldwide.