In the interests of CSPC, iMARS is carrying out a variety of jobs in social media, including the management of the Company’s official Facebook, Twitter, VKontakte and Telegram accounts, as well as a number of educational and social initiatives. In particular, within the “Responsible Carrier” SMM strategy, the key focus was on fast feedback from passengers, which turned into a form of online support service. Furthermore, special attention is devoted to news content, fighting train hopping and vandalism. In early 2016, following users’ requests, CSPC launched a real-time notification service of train schedule changes on social networks, right in official communities.