The school bus transportation industry has long grappled with a persistent challenge: A nationwide shortage of school bus drivers. Despite the critical role these professionals play in ensuring student safety and access to education, many school districts struggle to recruit and retain enough school bus drivers to meet demand not to mention other employees.

However, with the rise of social media platforms like TikTok, a new opportunity for outreach and recruitment has emerged. But this trend is not without its complications.

A New Era of Storytelling

Social media has transformed from a space for personal expression to a powerful marketing and engagement tool. TikTok, once synonymous with dance trends and lip-sync videos, is now a hub for creative content across industries. Businesses big and small use the platform for everything from showcasing products to building brands via influencers, other users who have amassed large followings. The school transportation industry is no exception.

School bus drivers have taken to TikTok to share their experiences, offering a glimpse into the daily life of a driver. Using hashtags like #schoolbusconversation, drivers showcase their passion for the job, hoping to inspire others to join the profession.

One standout influencer is Cor’Darius Jones, known by his handle Mr. Bus Driver. He has amassed over 61,000 followers to date on his TikTok channel by sharing engaging and informative content about school buses and driving them. (He is also on Instagram and Facebook.)

As an employee of Escambia County Schools, located on Florida’s panhandle and serving the Pensacola area, Jones has not only captured the hearts of viewers but also caught the attention of industry leaders, including IC Bus, which sponsors his content.

Jones’ videos extend beyond his daily routes. He attends trade shows, engages with industry professionals, and promotes the role of school bus drivers as an essential part of the education system. Notably, Jones will be speaking at the STN EXPO East near Charlotte, North Carolina, in March. He will join a panel discussion that will share insights on using social media as a recruitment and advocacy tool for the school transportation industry.

Jones said Escambia County Schools is aware of his social media work and has been supportive of the content.

“A lot of times my higher-ups give me ideas for a funny video to create,” he explained. “At first, I didn’t know how my district would take it, being that I was filming on the bus and making jokes about the job while still trying to make an informative message, but they started to follow and absolutely love the content. They look forward to every video I create.”

Jones said his journey into social media began during his second year as a school bus driver.

“I started the page going into my second year of driving and was giving everyone an inside look at what it’s like being a bus driver for different grade levels,” he recalled. “The post went viral on [Facebook], gaining over 500,000 views within the first week. People — parents, students, bus drivers, teachers, school staff, a ton of people — would message me to make more videos, and that’s what led to creating the Mr. Bus Driver page. I would just post day-to-day life. The most relatable part is that it’s very much true and has happened to me and a ton of other drivers.”

His partnership with IC Bus, the manufacturer of the vehicle he drives everyday, and collaboration with school district officials exemplifies how social media can be leveraged to address driver shortages by highlighting the job’s rewarding aspects, as well as the universal experiences that resonate with the broader community.

“When we came across Cor’Darius Jones, more widely known as Mr. Bus Driver, it was clear he was a champion of student safety and the driver community in his own right,” commented Christy Zukowski, the senior marketing manager for IC Bus. “Those who have seen Mr. Bus Driver’s videos on their social feeds know that his passion for his career as a driver is contagious. With his unique ability to educate, entertain and connect while spreading awareness of the importance of safety best practices, Mr. Bus Driver is an empowering voice in the industry and an admirable example of the dedicated drivers who keep us moving forward.”

Navigating the Challenges

While influencers like Jones have received district support and industry backing, not all school bus drivers receive the same level of oversight — or approval — for their social media activities. The integration of government property and social media monetization raises questions about ethics and compliance.

A transportation director from a school district in the western U.S. speaking anonymously to School Transportation News expressed concern over school bus drivers creating TikTok videos without the district’s knowledge.

Like many government agencies, the director noted, transportation staff does not have access to TikTok. “So, this was not something we were monitoring,” the director added. “There are issues with broadcasting on social media in uniform, using district equipment, acting as a spokesperson without authorization, and generating revenue while on paid status.”

The director revealed that one school bus driver had been filming TikTok videos while wearing a uniform with the school district logo visible despite an attempt to obscure it. This implied, the director explained, that the driver in question was officially representing the district without having prior permission to film content. Upon discovering the videos, transportation department management addressed the issue directly with the driver as well as others, instructing them to take down any content that might appear to represent the district.

“It’s important to ensure that employees don’t unintentionally present themselves as spokespersons for the district without authorization,” the director emphasized.

The challenges outlined in this scenario highlight a key tension: While these videos can inspire and educate, they also risk crossing professional and legal boundaries. School buses are government property, and filming content for personal or financial gain without explicit consent could violate district policies or government regulations. Moreover, the perception of using public resources for private profit can risk the reputations of school bus drivers and their school district or bus company employers. Clear communication and well-defined policies are essential to navigating these challenges.

STN reviewed dozens of TikTok, Instagram and Facebook videos posted by school bus drivers. Many of them made attempts, not all successful, to obstruct or blur any identifying district names or logos on uniforms. Videos included school bus drivers talking about their jobs and experiences while seated behind the wheel, performing pre-trip inspections, and even driving the vehicle with students on board. Any students were blurred out, and at least one post appeared to use interior school bus camera video footage.

Weighing the Pros and Cons

Social media’s potential to promote the profession and recruit new drivers is undeniable. Videos showcasing the camaraderie, dedication and unique aspects of the job can counter misconceptions and attract individuals who otherwise might not have considered the role. Drivers like Cor’Darius “Mr. Bus Driver” Jones demonstrate that with proper support and guidance, social media can be a valuable tool for advocacy and outreach.

However, districts must address the potential pitfalls. Without clear policies and communication, drivers may unintentionally breach regulations or face disciplinary actions. Establishing guidelines around social media use, including seeking prior approval for content involving district equipment, could help strike a balance between creativity and compliance.

However, the future of TikTok, one of the most influential platforms for creators and businesses alike, remains uncertain. The app has faced ongoing legal battles and scrutiny, with federal and state governments questioning its data privacy practices and connections to its parent company, ByteDance, in China. These concerns have led to restrictions on TikTok’s use on government devices and recurring threats of a nationwide ban.

President-elect Donald Trump will take office a day after a Biden administration ban is set to take effect. While Trump previously sought to ban the app due to national security concerns, he now said he acknowledges the platform’s significance as a cultural and economic influencer. He has suggested the possibility of maintaining TikTok under stricter regulations to ensure compliance with U.S. laws and protect user data, offering a lifeline to a platform that continues to thrive amid legal and political uncertainty.

This past week, the U.S. Supreme Court said it will take up the case on Jan. 10 and will not block TikTok while it considers the issue.

Regardless, district leaders and transportation directors generally lack access to TikTok today, making it difficult to monitor or even be aware of the content their drivers are creating. This limitation further complicates oversight and highlights the importance of proactive communication between drivers and their supervisors.

But without access to TikTok and other social media services, district leaders may miss opportunities to guide or support school bus drivers who are using the platform to share their experiences. Additionally, the inability to monitor content means districts are often unaware of potential compliance issues, such as filming during work hours, using district equipment, or presenting themselves as spokespersons without authorization. Addressing these gaps requires clear policies and training, ensuring drivers understand the boundaries of their creative freedom while still leveraging social media to inspire and educate.

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Related: Social Media’s Influence on Student Transportation Industry Hard to Track
Related: Social Media Posts Point to Importance of School Bus Drivers
Related: South Carolina School Bus Driver Fired for Racist Social Media Post
Related: Sharing Positive Employee Stories Should be Part of Social Media Strategies
Related: You Tweeted What? Social Media Policies and Issues for Student Transporters

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Moving Forward

To fully harness the benefits of social media while mitigating risks, collaboration between drivers, districts, and industry leaders is essential. Districts should consider the following steps:

1. Develop Clear Policies: Provide written guidelines on social media use, including what is permissible when using district property or uniforms.
2. Training and Communication: Offer training sessions on responsible social media practices, ensuring drivers understand the potential legal and ethical implications.
3. Encourage Collaboration: Facilitate partnerships between drivers and district officials to align content creation with district goals and recruitment efforts.

The passion and creativity of school bus drivers have the potential to reshape perceptions of the profession and address critical driver shortages. By establishing clear boundaries and fostering open communication, districts can support drivers in sharing their stories while maintaining professionalism and integrity. Social media is a powerful tool, when used responsibly or not. It can bring much-needed attention to the essential work of school bus drivers and inspire the next generation to join their ranks.

Despite the controversies, TikTok and other social media sites remain powerful tools for promoting small and large businesses and enabling content creators to connect with audiences worldwide. For school bus drivers and other professionals, it has provided a unique avenue to inspire change and attract talent to under-appreciated roles. The uncertainty surrounding TikTok’s future highlights the need for districts to remain vigilant, crafting adaptable policies to maximize its benefits while navigating potential risks in a rapidly evolving digital landscape.

In addition to being a frequent STN contributor, S.Z. Estavillo is a social media professional and consultant with over 90,000 followers across her various channels.

The post Social Media as a Recruitment Tool: School Bus Driver Influencers appeared first on School Transportation News.

Artificial intelligence, social media and a sprawling network of influencers helped spread propaganda and misinformation in the final weeks of the 2024 election campaign, an election technology expert says. (Melissa Sue Gerrits | Getty Images)

Advancements in AI technology, and the changing “information environment” undoubtedly influenced how campaigns operated and voters made decisions in the 2024 election, an elections and democracy expert said.

Technologists and election academics warned a few months ago that mis- and disinformation would play an even larger role in 2024 than it did in 2020 and 2016. What exactly that disinformation would look like became more clear in the two weeks leading up to the election, said Tim Harper, senior policy analyst for democracy and elections at the Center for Democracy and Technology.

“I think a lot of folks kind of maybe prematurely claimed that generative AI’s impact was overblown,” Harper said. “And then, you know, in short order, in the last week, we saw several kinds of disinformation campaigns emerge.”

Harper specifically mentioned the false claims that vice presidential nominee Tim Walz was alleged to have perpetrated an act of sexual misconduct, and a deep fake video of election officials ripping up ballots, both of which have been shown to be Russian misinformation campaigns.

AI also played a role in attempted voter suppression, Harper said, not just by foreign governments, but by domestic parties as well. EagleAI, a database that scrapes public voter data, was being used by a 2,000-person North Carolina group which aimed to challenge the ballots of “suspicious voters.”

Emails obtained by Wired last month show that voters the group aimed to challenge include “same-day registrants, US service members overseas, or people with homestead exemptions, a home tax exemption for vulnerable individuals, such as elderly or disabled people, in cases where there are anomalies with their registration or address.”

The group also aimed to target people who voted from a college dorm, people who registered using a PO Box address and people with “inactive” voter status.

Another shift Harper noted from the 2020 election was a rollback of enforcement of misinformation policies on social media platforms. Many platforms feared being seen as “influencing the election” if they flagged or challenged misinformation content.

Last year, Facebook and Instagram’s parent company Meta, as well as X began allowing political advertisements that perpetuated election denial of the 2020 election.

Youtube also changed its policy to allow election misinformation, saying “In the current environment, we find that while removing this content does curb some misinformation, it could also have the unintended effect of curtailing political speech without meaningfully reducing the risk of violence or other real-world harm.”

But there are real-world risks for rampant misinformation, Harper said. Federal investigative agencies have made clear that misinformation narratives that delegitimize past elections directly contribute to higher risk of political violence.

Platforms with less-well-established trust and safety teams, such Discord and Twitch also play a role. They experienced their “first rodeo” of mass disinformation this election cycle, Harper said.

“They were tested, and I think we’re still evaluating how they did at preventing this content,” he said.

Podcasters and social influencers also increasingly shaped political opinions of their followers this year, often under murky ethical guidelines. Influencers do not follow ethical guidelines and rules for sharing information like journalists do, but Americans have increasingly relied on social media for their news.

There’s also a lack of transparency between influencers and the political campaigns and candidates they’re speaking about — some have reportedly taken under-the-table payments by campaigns, or have made sponsored content for their followers without disclosing the agreement to viewers.

The Federal Election Commission decided late last year that while campaigns have to disclose spending to an influencer, influencers do not have to disclose such payments to their audience.

“In terms of kind of the balkanization of the internet, of the information environment, … I think this election cycle may end up being seen kind of as ‘the influencer election,’” Harper said.

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José Patiño, a 35-year-old DACA recipient and Arizona community organizer, says it took him a long time to overcome the fear of sharing his personal information — including his legal status — on social media. (Photo courtesy of José Patiño)

For more than a decade, San-Francisco-based Miguel has been successfully filing renewals for his Deferred Action for Childhood Arrivals (DACA) status every two years, at least until 2024.

For some reason, this year, it took more than five months to get approval, during which his enrollment in the program lapsed, leaving him in a legal limbo.

He lost his work visa and was put on temporary unpaid leave for three months from the large professional services company where he’s worked for a decade.

“In those three months, I was trying to do a lot of damage control around getting an expedited process, reaching out to the ombudsman, congressmen — all of the escalation type of actions that I could do,” he said.

He was also being cautious about what he put in his social media and other online postings. Like many, he realized such information could put him at risk in an uncertain political environment around immigration.

“Given my current situation, I try not to brand myself as undocumented, or highlight it as the main component of my identity digitally,” Miguel said.

Miguel, who came to the United States at age 7 with his parents from the Philippines, says he was already mindful about his digital footprint before his DACA protections lapsed. His Facebook and Instagram accounts are set to private, and while amplifying the stories of immigrants is one of his goals, he tries to do so from an allyship perspective, rather than centering his own story.

While his DACA status has now been renewed — reinstating his work permit and protection from deportation — and Miguel is back at work, he’s taking extra precautions about what he posts online and how he’s perceived publicly. It’s the reason that States Newsroom is not using his full name for this story.

Miguel’s company is regulated by the SEC, and has to take a nonpartisan approach on political issues, he said, and that extends to employees. Staying neutral about political issues may be a common rule for many American workers, but it’s more complicated when an issue is a part of your core identity, Miguel said.

“I think that’s been a huge conflicting area in my professional journey,” he said. “It’s the separation and compartmentalization that I have to do to separate my identity — given that it is a very politicized experience — with my actual career and company affiliation.”

Digital footprints + surveillance

It’s not unusual for your digital footprint — the trail of information you create browsing the web or posting on social media — to have real-life ramifications. But if you’re an immigrant in the United States, one post, like or comment on social media could lead to an arrest, deportation or denial of citizenship.

In 2017, the Department of Homeland Security issued a notice saying it would begin tracking more information, including social media handles for temporary visa holders, immigrants and naturalized U.S. citizens in an electronic system. And Homeland Security would store that information.

But in recent years, there’s been more data collection. In 2019, U.S. Immigration and Customs Enforcement (ICE) was found to have contracted with commercial data brokers like Thomson Reuters’ CLEAR, which has access to information in credit agencies, cellphone registries, social media posts, property records and internet chat rooms, among other sources.

Emails sent by ICE officials were included in a 2019 federal court filing, showing that information accessed via the CLEAR database was used in a 2018 deportation case, the Intercept reported. ICE agents used an address found in CLEAR, along with Facebook posts of family gatherings, to build a case against a man who had been deported from his home in Southern California and then returned. The man had been living in the U.S. since he was 1, worked as a roofer and had children who are U.S. citizens.

Ultimately, a Facebook post showing the man had “checked in” at a Southern California Home Depot in May 2018 led to his arrest. ICE agents monitored the page, waited for him to leave the store, then pulled him over. He was charged with felony illegal reentry.

Ray Ybarra Maldonado, an immigration and criminal attorney in Phoenix, said he’s seen more requests for social media handles in his immigration paperwork filings over the last few years. It can be nerve-wracking to think that the federal government will be combing through a client’s posts, he said, but clients have to remember that ultimately, anything put on the internet is for public consumption.

“We all think when we post something on social media that it’s for our friends, for our family,” Ybarra Maldonado said. “But people have to understand that whatever you put out there, it’s possible that you could be sitting in a room across from a government agent someday asking you a question about it.”

Ybarra Maldonado said he’s seen immigration processes where someone is appealing to the court that they are a moral, upstanding person, but there are screenshots of them from social media posing with guns or drugs.

Ybarra Maldonado suggests that people applying for citizenship or temporary protections consider keeping their social media pages private, and to only connect with people that they know. He also warns that people who share info about their legal status online can be the target of internet scams, as there’s always someone looking to exploit vulnerable populations.

But maintaining a digital footprint can also be a positive thing for his clients, Ybarra Maldonado said. Printouts from social media can provide evidence of the longevity of someone’s residence in the U.S., or show them as an active participant in their community. It’s also a major way that immigrants stay connected to their families and friends in other countries, and find community in the U.S.

Identifying yourself online

For José Patiño, a 35-year-old DACA recipient, that goal of staying connected to his community was the reason he eventually began using his full name online.

When he was 6, Patiño and his mother immigrated from Mexico to join his father in West Phoenix. From the beginning, he said, his parents explained his immigration status to him, and what that meant — he wasn’t eligible for certain things, and at any time, he could be separated from them. If he heard the words “la migra,” or immigration, he knew to find a safe place and hide.

In Patiño’s neighborhood, he described, an ever-present feeling lingered that the many immigrants living there felt limited and needed to be careful. He realized he could work, but it would always be for less money, and he’d have to keep quiet about anything he didn’t agree with. Most people in his neighborhood didn’t use social media or didn’t identify themselves as “undocumented.”

“You don’t want your status to define your whole identity,” he said. “And it’s something that you don’t want a constant reminder that you have limitations and things that you can’t do.”

But like most millennials, when Patiño went to college, he discovered that Facebook was the main way of communicating and organizing. He went “back and forth at least 100 times,” over signing up with the social media platform, and eventually made a profile with no identifying information. He used a nickname and didn’t have a profile photo. Eventually, though, he realized no one would accept his friend requests or let him into groups.

“And then little by little, as I became more attuned to actually being public, social media protected me more — my status — than being anonymous,” he said. “If people knew who I was, they would be able to figure out how to support me.”

Patiño and others interviewed for this story acknowledged that the DACA program is temporary and could change with an incoming federal administration. In his first few months of his presidency in 2017, Donald Trump announced he was rescinding the program, though the Supreme Court later ruled it would stand.

That moment pushed Patiño toward community organizing. He is now very much online as his full self, as he and his wife, Reyna Montoya, run Phoenix-based Aliento, which aims to bring healing practices to communities regardless of immigration status. The organization provides art and healing workshops, assists in grassroots organizing, and provides resources for undocumented students to get scholarships and navigate the federal student aid form.

Now, Patiño said, he would have very personal conversations with anyone considering putting themselves and their status online. The community has gained a lot of positive  exposure and community from immigrants sharing their personal experiences, but it can take a toll, he said. His online presence is now an extension of the work he does at Aliento.

“Basically, I want to be the adult that my 17-, 18-year-old-self needed,” he said. “For me, that’s how I see social media. How can I use my personal social media to provide maybe some hope or some resources with individuals who are, right now, maybe seeing loss or are in the same situation that I was in?”

Tobore Oweh, a 34-year-old Nigerian immigrant who arrived in Maryland when she was 7, has spent the last decade talking about her status online. After she received DACA protections in 2012, she felt like it was a way to unburden some of the pressures of living life without full citizenship, and to find people going through similar things.

“That was like a form of liberation and freedom, because I felt like I was suppressing who I was, and it just felt like this heavy burden around immigration and just like, it’s just a culture to be silent or fear,” Oweh said. “And for me, sharing my story at that time was very important to me.”

She connected with others through UndocuBlack, a multi-generational network of current and former undocumented Black people that shares resources and tools for advocacy. Being open about your status isn’t for everyone, she said, but she’s a naturally bold and optimistic person.

She referred to herself as “DACA-mented,” saying she feels she has the privilege of some protection through the program but knows it’s not a long-term solution. She’s never felt “super safe,” but was uneasier through the Trump administration when he made moves to end the program.

“Everyone with DACA is definitely privileged, but you know, we all are still experiencing this unstable place of like, not knowing,” she said.

Since sharing more of her experiences online, Oweh said she feels a lot more opportunities and possibilities came into her life. Oweh moved to Los Angeles seven years ago and runs a floral business called The Petal Effect. She feels safe in California, as the state has programs to protect immigrants from discrimination through employment, education, small businesses and housing.

For Oweh, it was never a question of if she’d use social media, but rather how she would. She feels the accessibility to community and for sharing resources far outweighs the risks of being public about her status.

“Growing up, it wasn’t like what it is now. I feel like, you know, future generations, or you know, the people that are here now, like we have more access to community than I did growing up just off of social media,” Oweh said. “So it’s been instrumental in amplifying our voices and sharing our stories.”

Being vocal about your status isn’t right for everyone, Beleza Chan, director of development and communications for education-focused Immigrants Rising, told States Newsroom.

Social media, student organizing, protests and blogging led to the passing of the DREAM act and DACA in the last two decades, and those movements were essential to immigrants rights today. But those feelings of security come in waves, she said.

“I think the political climate certainly affects that,” Chan said. “…In the previous years, it was ‘undocumented and unafraid,’ and since Trump, it’s been like ‘you’re undocumented and you’re very afraid to speak up.’”

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