Utilities get serious about social media.
Todd Black is Unitil’s senior vice president of external affairs and customer relations.
To some utility executives, social media1 might appear to be a fad – a way for young people to post about what they ate for breakfast. The data shows, however, that this attitude toward the medium is misinformed.
Others might point to the risk involved with this new platform. Social media is, undeniably, a risky arena; conversations can occur unmediated, information travels unchecked and inaccuracies abound. So why are utilities getting in the game?
Social media usage has moved from a passing trend to a permanent part of the communications mix for businesses. The question is no longer whether to participate, but rather how utilities can best make social media part of their existing communications strategies.
By starting with strong core branding, ensuring a consistent message across platforms, managing resources and maintaining a focus on relevant content, utilities can integrate social media platforms as an important component of their communication plans to foster greater customer engagement. Here’s the blueprint.