Partnering for Social Communication in a Regulated Environment

The Challenge

A regional utility wanted to enhance its strategic use of social media to talk about the benefits of natural gas and stay in touch with its customer base. The company already had developed a green-themed, “urban energy” branded magazine, Facebook, and Twitter presence that served as a platform for stories related to responsible environmental practices and sustainability. Although the company was transparent about its sponsorship of the platform, it was hesitant to use it as a business development channel.

The Solution

Over a two year period, we moved the company forward on several fronts.

First, we delivered content for their urban energy platform, including stories and other information related to environmental stewardship. Over time, we added a more prominent link from the platform that led to the company’s website so users could explore the possibility of converting to natural gas. Given Brad Friedman’s legal background we were able to ensure that the messaging was in compliance with regulatory restrictions.

We also educated the marketing team on how social media could be a proactive customer service tool—for example, using it to share information about repairs, disruptions, and similar service issues. We also served as the company’s eyes and ears for their branded social media sites, alerting them to critical posts and trends and then coaching them on the best response strategies.

Working with Brad, we were able to create a sustaining social media program—within the confines of our regulatory world—to become seen as thought leaders on environmental matters and also convert new customers.

– Utility, Marketing Director

Finally, and most important, we worked with the company to develop and implement a long-term solution to bring all social media communication in-house, delivered through the company’s new branded social media sites.

The Results

As planned, we successfully worked ourselves out of a job with this major client. The company was able to right-size its social media marketing staff. It discontinued the urban energy communication platform, moving all environmental messaging into the company’s branded website and Facebook and Twitter sites.

Leading up to that, though, we helped the company build a community of like-minded individuals numbering in the tens of thousands, and at the same time expand its customer base by carefully presenting messages about natural gas’ place in the environmental sustainability debate.