With more than 600,000 Jamaicans registered on Facebook.com according to one recent survey, along with the country’s growing presence on the popular Twitter micro blogging site, the Jamaica Automobile Association (JAA) has gained a strong following on this social media landscape.The Auto Club, which provides 24/7 emergency roadside assistance, through its network of technicians across the island, maintains an engaging presence on Facebook with its I Love JAA page.Duane Ellis, General Manager of the JAA, says, “This is a trend and we have decided that it is the way of the future, especially in attracting younger members,” adding that “social media is connecting with more persons faster and at a lower cost; we see that as a plus.”
Mr Ellis asserts that the ability of social networking sites to capture the attention of a large audience with short targeted messages “makes it the perfect tool for creating greater awareness about the JAA’s products and services.”
With continued improvements in technology, the 750 million strong global users of Facebook, the California based social networking company, can now connect with the 200 million users of Twitter, a feature that is being quickly adopted by the JAA.
“We have linked our Facebook page to our twitter account @CAllJAA to ensure that our messages reach the widest possible audience,” Mr. Ellis pointed out.
The I Love JAA Facebook page currently has more than 2,000 users and Mr. Ellis is keen to increase this number by using all the features available within the technology.
“In order to attract and retain persons, we use several interactive elements that engage them, while giving the JAA a continuous presence in their social networking experience,” he explained.
The JAA has also created and linked pages for its Approved Auto Repairers programme and it’s Discount Partners under the “Show Your Card and Save” programme which provides discounts to members at more than 150 merchants locally and more than 150,000 overseas.
“These pages will allow us to highlight the connection we have with our discount partners and approved repairers for members and potential JAA members,” he said.
Social media is also proving to be “an important platform in the JAA’s advocacy initiatives, as we fulfil our commitment to the UN Decade of Action for Road Safety, which seeks to build awareness about road safety and proper road use,” he added.
Both accounts: facebook.com/ILOVEJAA and twitter.com/calljaa are integral parts of the JAA’s online presence, along with its website www.calljaa.com where members can receive up-to-date information about products and services offered by the Association.