During an unusually difficult winter, the Lehigh and Northampton Transportation Authority (PA) kept its riders informed with a combination of traditional and new media.By linking its Twitter account, Facebook page, and blog, LANTA ensured that a single post appeared on all three sites. According to Denis Meyers, assistant executive director for development, the local print media also took advantage of LANTA’s posts. “LANTA’s messages became the media’s messages with a single click,” he said in a statement. The Allentown agency’s messaging strategy was particularly helpful for notifying patrons about weather-related service changes. “For the first time in two decades, LANTA Metro had to cancel services due to severe snow conditions,” Meyers said. “It was vital that we reached our passenger base before they ventured out into the winter storm to catch their morning bus.” LANTA also plans to make real-time passenger information available next year and, according to its Facebook page, is currently geocoding its bus stops.
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