Some of you may have noticed that the STM has stepped up its social media game as of late. So we wondered: what does it take to turn a city's public transit network into a viral social media sensation?
We reached out to the STM's social media team, Anne Campagna, Communications and Social Media Advisor and Fabrizio Barrios Bazo, Public Relations and Social Media Advisor, to get the inside scoop on their inspiration, favourite content, and what their future goals are.
Questions and responses have been edited for clarity.
How does one become a social media star at the STM?
"We’re very passionate about this job, and we work very hard to create the best posts for our followers," they said.
By following all the top social media trends and listening to the community at large, the STM social media team has carved out its own unique voice that really seems to get what Montreal is all about.
"As we are ourselves are users of our network, it is our pleasure to be with our community every day and to see all those conversations going around the STM."
Some of these conversations have even inspired some posts.
"You might think we don’t see you, but we do, and when you least expect, a snarky post inspired by that conversation might come along the way!"
What's your favourite kind of content to post?
While the team loves to have fun with memes and viral internet trends, the overall goal is to inform and educate Montrealers about what's happening at the STM.
"But, let’s not lie to ourselves here, we also love to take part in social media challenges or to take on some popular memes!" they said.
"We’ve had a lot of fun doing the #DollyPartonChallenge, the #2020challenge and the #faceappchallenge. Recently, we’ve also upgraded (or downgraded hehe) our Photoshop skills by adding face coverings on a bus and a train."
"We also enjoy taking more serious subjects and presenting them in a fun way like when we showed the tests on our new electric bus in a NatGeo documentary matter, making dry information more relatable and informative. Obviously, the bad ways to wear a facemask are also a part of this list."
What's in store for the future of the STM social media feeds?
Keeping in mind that they need to stay within the lines and maintain "safe-for-work" content, the STM's social media team is otherwise always on top of the latest social media trends.
"We’re not looking to be viral for the sake of being viral, there's always a good time and place to be funny and sometimes it’s better to wait… but there was also one time when we wanted to photoshop an AZUR train into a hot dog bun to celebrate the Saint-Jean Baptiste day, that one was considered a little too much!" they said.
"Social media is all about the next thing! The challenge is to stand out from the rest. Right now we are testing the reels functionality and we have a big Christmas surprise coming up! And who knows, you might even be able to see us on Tiktok in the future."