Case Study: Twitter Campaign Keeps Railroad Association on Track In Growing Followers and Reaching Key Influencers


CAAR leveraged breaking news in its Twitter onversations, such as President Obama’s call for hiring veterans, to highlight railroads’ partnership with the military.  Photo courtesy of SKDKnickerbocker Organization: Association of American Railroads Agency: SKDKnickerbocker Timeframe: Jan. 2011 - Present When the Association of American Railroads (AAR) was looking to establish a stronger social media presence that would allow for interaction with key influencers and a means to spread important industry and AAR-related messaging, it decided that establishing a smart Twitter campaign would be integral to its plan. As a trade association representing the major freight railroads of North America, as well as Amtrak and a number of regional commuter railroads, it was important that AAR (located in Washington, D.

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