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These days, using social media has become a standard practice for ODOT when it comes to reaching the public about its projects. Smith last year even won a national award for her role in helping the agency embrace new – and more effective ways – to involve the public.

It was a different story at the agency nearly four years ago. Upper management was reluctant when Smith suggested ODOT use a blog not just to inform people about a plan to build the Willamette River bridge, but to serve as a forum for a virtual open house for the project.

“(The blog) was a hard sell because it was so new,” Smith said. “It was the unknown. It’s hard being the first out of the gate.”

Smith had been tracking the growing popularity of social media. She saw its potential as a communication tool. So she drew up a business plan – detailed right down to how the agency could track effectiveness and handle negative comments to posts – and presented her case to upper management.

When she was given the green light, Smith jumped into the world of blogs, learning what did and didn’t work as she went along. Her biggest realization: trying to maintain a blog can be a time-consuming effort. She turned to her colleagues for help, and eventually won over project managers to embrace the world of social media.

While ODOT considers the blog for the Willamette River bridge project a success, Smith said the agency has come to rely on Twitter, Facebook and YouTube for communicating with the public more than just information about construction projects.

During the snow and ice storms earlier this year, for example, people tweeted ODOT for updates on road conditions.

“People knew that by going to Twitter they could get a live person.” Smith said. “We have a core group that monitors and responds during emergencies. It’s a team effort.”