TAXI DRIVERS ON SOCIAL MEDIA: How one negative comment can affect a trade and the driver’s licence
In today's world, the actions of a few can swiftly impact the perception of an entire industry. This is particularly true for licensed taxi drivers, whose online behaviour can inadvertently cast a shadow over their professional counterparts. With tens of thousands of drivers across the UK, most of whom lack formal training in social media etiquette, the need for proactive measures to counteract negative PR is evident.
The crux of the issue lies in the balance between free speech and maintaining a professional image. While drivers are entitled to express themselves online, the line between personal opinions and professional conduct is thin and easily crossed, often leading to repercussions that can affect an entire sector. To mitigate this, a multi-faceted approach could be necessary.
1. Professional Standards and Training:
Local taxi trades could adopt rigorous ‘unwritten’ codes of conduct that encompass both on-the-job and online behaviour. The existing industry norms, such as fair job allocation and payment handling, could be extended to responsible social media usage. By instilling these standards, the industry can ensure drivers understand the impact of their digital footprint on their profession.
2. Swift and Transparent Action:
When misconduct occurs, swift action is crucial. Licensing authorities are increasingly incorporating social media guidelines into their policies, ensuring that any breach leads to prompt consequences such as licence revocations. This approach not only acts as a deterrent but also reassures the public and regulatory bodies that the industry maintains high standards of conduct.
3. Positive Public Engagement:
Encouraging drivers to engage positively with their communities can help counteract negative stereotypes. By participating in local events, supporting charities, and sharing uplifting stories, drivers can highlight the commendable aspects of their profession. A professional PR team can further amplify these positive narratives, helping to reshape public perception.
4. Social Media Policies:
Implementing clear social media guidelines is essential. These policies should outline acceptable behaviour and underscore the importance of respectful and professional interactions online. By providing a framework for social media conduct, the industry can help drivers navigate the complexities of the digital landscape without compromising their professional integrity.
5. Public Awareness Campaigns:
Public campaigns that showcase the professionalism and dedication of taxi drivers can significantly alter public perception. Highlighting the positive contributions of drivers and the vital role they play in the community can help mitigate the impact of isolated negative incidents.
6. Feedback Mechanisms:
Creating accessible feedback systems can provide customers with a constructive outlet for their concerns, reducing the likelihood of issues escalating on social media. Promptly addressing feedback ensures that grievances are resolved professionally, further enhancing the industry's reputation.
What does a taxi driver social media policy look like?
Transport for London (TfL) has recognised the critical role social media plays and has already established guidelines for licensed taxi and PHV (Private Hire Vehicle) drivers. The TfL policy explicitly states that while drivers are free to express themselves online, their conduct must not:
Harass or bully passengers, customers, other drivers, or TfL employees.
Offend based on protected characteristics such as age, race, or sexual orientation.
Breach any legal or regulatory requirements.
TfL say they actively monitor social media to prevent and respond to unacceptable behaviour, and any conduct that falls below acceptable standards may trigger a review of the driver's licence. This policy highlights the importance of maintaining professional standards both on and off the road, helping to safeguard the integrity of the taxi industry in the public eye.
While the actions of a few can tarnish the image of an entire profession, a comprehensive approach that includes training, swift action, and positive engagement can help mitigate these effects. By adopting and enforcing robust social media policies, the taxi industry can protect its reputation and continue to provide reliable and professional services to the public.
