1. 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

2. Creating a Culture of Safety
Communication
Opportunity

3. Motorcycle Fatalities
Per vehicle miles traveled in 2016, motorcyclist fatalities occurred nearly 28 times more frequently than passenger car occupant fatalities in traffic crashes.

4. “Safety” is among the top priorities of most car shoppers

5. Can you guess?

6. Safety doesn't sell motorcycles (at least until now)

7. Google Trends

8. Social Media

9. 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%

10. FB Network
Being Empowered
Vulnerable?

11. Ride Smart Florida
23,140 likes
Two-Way Conversation

12. 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

13. Ride Smart Facebook Page Performance

15. 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.

16. 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. “
“Emphasis Areas (EA)”
esearch.aspx

17. 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…

18. Proportion of MC fatalities in Traffic Fatalities (2014-2016)
Data Source:

19. Chanyoung Lee, Ph.D. (leec@usf.edu)
Thank You!
Chanyoung Lee, Ph.D.