Transit system operations face challenges, due to alterations in passenger arrival times along stops. To address this problem, the use of Intelligent Transport Systems gives access to information in real time that allows new ways of control for public transport buses. In this context, the present research develops a real-time optimization model. For the case, we consider three bus holding strategies. The objective functions of the models are related to short-term social effects. The cost of passengers prevented from boarding and the balance of the differences between bus loads. A case study is used to analyze the effects of the objective functions on performance measures. The results show that is possible to address the problem of bus control by achieving a balance between the bus loadings while improving other performance measures. The developed approach can be extended to support other objective analyses.