Jasa Marga Steers Through Eid Mudik Social Media Storm, Setting New Standard for Crisis Management

Jakarta, Indonesia - [16 July 2024] – The 2024 Eid al-Fitr, holiday saw a record-breaking 193 million Indonesians embarking on the annual homecoming journey, known as mudik, posing a unique challenge for Jasa Marga, the nation`s leading toll road operator. Recognizing the potential for a public relations crisis amidst the massive influx of travellers and widespread use of social media, Jasa Marga partnered with SAMCGI, a leading digital agency.

SAM developed a comprehensive social media strategy for Jasa Marga, focusing on real-time listening, transparent communication, and proactive customer engagement. By diligently monitoring trending keywords, hashtags, and mentions of Jasa Marga, our team of social media experts quickly identified emerging issues and addressed concerns before they escalated. Regular updates on traffic conditions, toll road incidents, and alternative routes were shared across Jasa Marga`s online channels, ensuring travelers had access to the latest information.

SAM went above and beyond by offering helpful tips on navigating the toll roads, including how to read toll receipts and what to do in case of emergencies. This proactive approach helped to build trust and establish Jasa Marga as a reliable source of information for travelers.

Leveraging cutting-edge technologies, we utilized predictive analytics to forecast traffic patterns and allocate resources efficiently, while AI-powered chatbots handled routine inquiries about toll tariffs and rest area locations. We even deployed traffic management apps that provided real-time information on road conditions and travel times.

Despite the challenges of managing a massive influx of travelers and addressing concerns about toll road pricing, Jasa Marga successfully mitigated negative sentiment and fostered positive engagement on social media. Travelers praised Jasa Marga for its transparency, responsiveness, and commitment to customer service.

By embracing transparency, utilizing technology, and prioritizing customer needs, we helped Jasa Marga not only navigate a potential PR crisis but also strengthen its brand reputation.

This case study demonstrates the power of our strategic social media management in turning challenges into opportunities. By embracing transparency, utilizing technology, and prioritizing customer needs, we helped Jasa Marga not only navigate a potential PR crisis but also strengthen its brand reputation. As the transportation landscape continues to evolve, Jasa Marga`s partnership with SAMCGI positions it as a leader in the industry, ready to tackle the challenges of the future.