Houston METRO

Social media strategy that grew Houston METRO's audience

Houston METRO is the public transit agency for the Houston region. METRO asked The Vibe Curator Co. to overhaul its social media presence across Instagram, Facebook, LinkedIn and X, and move the brand from a necessary utility to part of what it means to be a Houstonian.

The challenge

The feed was full of corporate updates, and riders were skeptical. METRO needed content that answered the questions people were already asking in the comments and turned that skepticism into advocacy.

What we did

• A six pillar social media strategy and content calendar built around riders
• Reels and carousels, with reels delivering 3 to 5 times the engagement of carousels
• A user generated content program featuring real riders
• Community management and sentiment tracking
• Cross platform reporting and a campaign recap

The result

METRO more than doubled its Instagram following, from 4.5K to over 10K in under 90 days. One rider story about a $2 Park and Ride trip reached 64.7K views, and followers began defending METRO in the comments on their own.

Services

Social media strategy, content strategy, community management, user generated content programs and social reporting.

Location: Houston, Texas

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