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<\/a><\/a><\/a>Port authorities should maintain a strong presence on social media to engage with the public and tout the everyday impact ports have on their local communities. And with software tools powered by artificial intelligence, ports are now better positioned to gauge public sentiment and adjust their outreach strategy accordingly.<\/p>\n\n\n\n
But a successful social-media strategy goes far beyond tracking each post\u2019s likes. On Sept. 30 at the AAPA\u2019s annual convention in New Orleans, a panel discussion will cover why every port needs a social-media policy that aligns with its goals, protocol, industry standards, and legal requirements, according to Nimrod Simeon, manager for government affairs and international relations at PortMiami.<\/p>\n\n\n\n
In 2023, Simeon earned the Professional Port Management program designation through the AAPA. His research project, \u201cSeaports and Social Media,\u201d analyzed ports\u2019 social-media policies and the emergence of AI tools.<\/p>\n\n\n
<\/a><\/figure>\n<\/div>\n\n\nPort authorities should work with their legal and administrative teams to develop a robust policy that includes the uses for, and potential risks from, AI, which is already woven into social-media platforms, Simeon said.<\/p>\n\n\n\n
\u201cIt\u2019s imperative that a seaport\u2019s social-media policy covers all legal aspects to protect the seaport, avoid lawsuits, and facilitate a more effective engagement with the virtual port community,\u201d he said. \u201cI\u2019m focused on AI because it\u2019s not something that\u2019s coming; It\u2019s something that\u2019s here, but we still have an opportunity to be proactive instead of being reactive.\u201d<\/p>\n\n\n\n
Trust and Visibility<\/h2>\n\n\n\n
PortMiami publishes one to three posts per day on its Facebook, Instagram, X, and LinkedIn pages, part of a broad strategy to build \u201ctrust and visibility\u201d for the port across the area\u2019s diverse communities, Simeon said. Individual posts may be geared toward specific segments of the port community or the region, including cruise partners, ocean carriers, employees, jobseekers, stakeholders, and local leaders.<\/p>\n\n\n\n
Adriana Pastor, social media manager for PortMiami, said the port tracks user engagement with its posts to determine which demographic segments it\u2019s reaching on which platform and what those users respond to. The port seeks out creative ways to illustrate its annual $61.4 billion economic impact on the region, including colorful posts showcasing imported produce, which supplies rich flavors to Miami\u2019s restaurant scene.<\/p>\n\n\n
<\/a><\/figure>\n<\/div>\n\n\n\u201cIt\u2019s really about understanding your audience and seeing how much engagement actually comes from your activity,\u201d Pastor said. \u201cUsing our metrics, we create a strategy for each platform that includes posts about key milestones, things that are happening at the port that day, job openings, and more. You need to have a strong presence on social media. You don\u2019t want to post content just once a week.\u201d<\/p>\n\n\n\n
Engagement comes from different sources on each platform, with cargo partners primarily using LinkedIn, for example, and cruise passengers preferring Facebook, Pastor said. By posting relevant information to multiple platforms consistently, ports can reach a broad cross-section of the public.<\/p>\n\n\n\n
\u201cWe post every day to keep that engagement and that momentum going,\u201d Pastor said. \u201cSometimes it can be like a math equation in terms of understanding who your audience is on each platform and what works for them to increase both engagement and follower growth.\u201d<\/p>\n\n\n\n
Building an Audience<\/h2>\n\n\n\n
Jayson Hron, director of communication and marketing for Duluth Seaway Port Authority in Minnesota, said ports should aim to be \u201crelevant, interesting, and consistent\u201d on social media. If a port\u2019s social-media pages deliver on those three levels, there\u2019s a much greater likelihood that the port will establish and grow its audience, he said.<\/p>\n\n\n\n
But for ports to make social media a powerful strategic communication tool, they need to prioritize quality content creation and consistent posting, Hron said.<\/p>\n\n\n\n
\u201cIt takes time and talent to do it well \u2014to be strategic, to be engaging \u2014 and it takes someone who understands the maritime-ports ecosystem and the organization\u2019s unique goals, in addition to having technical social-media acumen,\u201d he said. \u201cSocial media can be an excellent tool for port authorities, a way to communicate strategically with a wide variety of audiences, ranging from crucial stakeholders to people who know nothing about ports in their region but could become advocates.\u201d<\/p>\n\n\n
<\/a><\/figure>\n<\/div>\n\n\nWhile ports can tell their story through social media, it\u2019s also important to keep the focus on serving the public by providing useful, timely information. Simeon points to the communications strategy of the Port Authority of New York and New Jersey, which uses social media to publish updates during incidents that affect commuters, transportation services, or facilities.<\/p>\n\n\n\n
\u201cIt is important that the followers\/users understand the purpose of the social-media platform for a seaport is highly focused on sharing useful information,\u201d Simeon said. \u201cThe goal is not to entertain.\u201d<\/p>\n\n\n\n
Port authorities should be aware that posting to social media could trigger recordkeeping requirements, which should be addressed in their social-media policy. Similarly, a strong policy should address password management and who is authorized to post. Hackers, fired employees, or other bad actors could post misinformation or embarrassing material to a port\u2019s social-media accounts by gaining access fraudulently, creating major repercussions.<\/p>\n\n\n
<\/a><\/figure>\n<\/div>\n\n\nIncorporating AI Tools<\/h2>\n\n\n\n
New AI-powered software is helping ports to manage their brands, monitor public sentiment and react as soon as issues or opportunities arise, Simeon said.<\/p>\n\n\n\n
At PortMiami, the software Meltwater is helping the port to track its mentions on social media and news sites in real time and generate an easily digestible view of what\u2019s happening online.<\/p>\n\n\n\n
In a simple example, the software may detect that cruise passengers are complaining about traffic congestion near the port. The port can then post to social media to advise travelers of the delays and seek to minimize their inconvenience.<\/p>\n\n\n\n
AI-powered reputation-management software can alert ports to negative comments that should be addressed, either publicly or via private message. The software can help to ensure that erroneous or damaging claims don\u2019t go unacknowledged, which can lend them undue credibility among the public.<\/p>\n\n\n