Yes posting about winning an award for passenger excellence (regardless of when the award crtieria covered) could be seen as a bit of an own goal too.
But in their defence, damned if you do, damned if you don't. They at least need to create the perception of a well run, well oiled public transport operator to the outside world and not sharing an award win would have comms professionals across the board in despair.
I don't think the short notice cancellations are the worst thing in the world and bear with me on this - from a business point of view they tend to impact less lucrative high profile routes and they tend to only impact existing passengers who are commuting as there's no choice for them anyway which doesn't necessarily upset your aim of attracting the casual leisure passenger (the gets on with £10 note or asks loudly do you take apple pay driver? as they board)
It's the same logic I'm applying to the railway but they re currently doing a wonderful job of putting people into cars regardless of their travel persuasion
RE: Social media
Wistfully stuck in the 90s