In South Africa, minibus taxis, are the most popular form of public transport. These taxis dominate the market, but many operators still rely on informal and traditional methods to attract passengers. This reliance makes the system challenging to manage and slow to adapt to new technologies. As a result, the sector faces issues such as poor service quality, unreliable routes, and limited communication with passengers.

While advanced information systems for buses and trains can be costly, social media offers a low-cost and accessible alternative. Platforms such as Facebook and WhatsApp enable commuters to share information instantly.

A research study funded by the NRF and the Department of Transport’s Smart Mobility Chair explored how social media could help address these challenges. The study examined whether digital platforms could enhance communication between taxi operators and passengers, strengthen accountability, and provide valuable feedback to improve services. It also aimed to identify the kinds of topics discussed online; who participates in these conversations; and how much engagement there is between commuters and taxi drivers or associations.

To achieve the research aims, the researchers used a netnography approach (a digital form of ethnography) to analyse social media discussions. The study focused on the Waterberg District Municipality in Limpopo Province, which includes six towns: Bela-Bela, Lephalale, Modimolle, Mokopane, Mookgophong, and Thabazimbi.

Data were collected from Facebook over two periods—from January 2019 toMarch 2020 and October 2021 to June 2022. A total of 114 public posts, covering 28 discussion topics, were analysed. These posts attracted 1 683 comments and 3 063 reactions from users.

The researchers identified the gender and type of accounts posted; the issues raised; and how the public interacted around taxi-related topics.

The study found that although the public and taxi users were highly active online, the taxi drivers and operators rarely engaged in these conversations. More than half of all posts (50.9%) came from female users, 43% from males, and 6% from Facebook pages. However, the posts that received the most engagement came from pages rather than individuals.

The most common discussion topics were fares (21%); taxi rank locations (17%); travel times (9%); and road accidents (6%). The researchers noted that these conversations focused on issues that directly affect daily commuting. Surprisingly, not a single post or comment came from taxi operators, associations, or drivers themselves.

When the posts were grouped by theme, most focused on information quality (52%) followed by service quality (22%); road safety (14%); and smaller proportions addressing equity, access, and economic issues. This shows that passengers are using social media to express frustration, share updates, and discuss incidents, but the industry remains silent in return.

The findings reveal that public social media platforms have become informal spaces for people to discuss their travel experiences and highlight challenges in the taxi industry.

If used properly, social media could be a powerful tool for accountability and communication. Taxi associations could use these platforms to respond to complaints, share schedules, and communicate during disruptions. However, the absence of operator participation shows a missed opportunity for collaboration and service improvement.

Serumula, D. M. & Vanderschuren, M. (2024). Contributions of Social Media to Paratransit/Minibus Taxi Challenges in South Africa. 42nd Southern African Transport Conference, Pretoria.