Social media has changed the way that business organizations communicate with their clients in almost every industry segment. Utility companies are no different. These firms generally have multiple social accounts and do their best to attract as many potential consumers as possible. Power companies that don’t yet have a winning strategy can try these three techniques to improve their feeds. Posting useful and relevant content will help them forge a much better relationship with their customers. This article will explore 3 of the many ways power companies can use social media to their advantage.
1. Warn About Service Disruptions
Nobody wants to hear that the power is going out, but most people would rather be warned than have their lights suddenly switch off. Inclement weather is the leading cause of power outages. When a storm knocks out the power, use social media to let consumers know when they can expect their power to turn back on. Keep all of these posts simple and don’t use too many graphics. Anyone who’s dealing with a sudden blackout is probably checking their social feeds through a cellular connection and may not have enough bandwidth to stream rich content.
2. Highlight Improvements and Upgrades
Power companies that invest in replacement parts from a high-quality utility pole supplier will want to tell the world about what they’ve done. Social media gives them an outlet to let everyone know. Posting photos of new poles or overhead wires can help project a progressive image while helping people understand that their power company is constantly doing work so they can provide a better level of service. It’s always a good idea to explain to consumers why a specific upgrade helps. Try not to use too much power industry jargon, which could confuse those who don’t have a background in electrical engineering. Focus instead on the immediate real benefits for individual homeowners.
3. Explain Common Issues
Power customers often find that they don’t understand many of the basic issues surrounding their bills and using electrically-operated equipment in general. Tech-savvy marketing managers from local utility companies can engage with these customers on social media and share information with them. They might want to explain the difference between alternating and direct current and what types of devices run on each. Consumers are often unsure of what constitutes a kilowatt-hour, so explaining this and going into more detail about how a bill is calculated.
Considering how much focus there is these days on conservation-related issues, social media marketers might also want to post tips on how to save power. There are many small actions consumers can take to cut down on how much electricity they use. Listing these in a video or infographic could help people get a better idea of how they can they can use less without having to make big sacrifices.
No matter which methods an organization takes, however, it’s important to stay positive. Keep posts light and interact with users who leave comments; showing respect to people who are experiencing frustration will go a long way to helping your company‘s image. This can help improve a utility company’s public image while simultaneously attracting a larger audience.
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