PAUL GAULT, DAVID CORSAR, PETER EDWARDS, JOHN D NELSON and CAITLIN COTTRILL [s2If is_user_logged_in()]Download PDF[/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] The paper discusses a study of social media usage within the context of a public transport operator. This involved fieldwork within three subsidiary companies of FirstGroup alongside a content analysis of the individual Twitter feeds they operate and the conversations they generate through them to engage with passengers. A refiguring of the notion of social is taking place within these companies through their emergent strategies for utilizing social media. The findings showed how the companies address this by pursuing a persistent conversation with customers, facilitating the provision of real-time information and carefully managing their Twitter identity.[s2If current_user_is(subscriber)] Become a member to access video. Learn More. [/s2If][s2If !is_user_logged_in()] Free Article: Please sign in or create a free account to access the leading...