To think of Social Media is to think of the fast moving and instantaneous nature of Facebook, Twitter, YouTube and LinkedIn, each having their own distinct purpose and each reaching MILLIONS of people.

To think of “the local utility” is to think of…well…..not that.

Typically people don’t think about or interact with their local utility on a day-to-day basis. If you are, it probably means you’re in the middle of something negative.

So the question is:

Can (or should) utilities use Social Media to improve customer relationships and awareness?

If so, what does this new world look like and what do you need to know?

A Change of Focus:

Utilities have done a masterful job of refocusing on their public, embracing the concept that they are customers and not just “rate payers”. This new focus has, in many cases, led to new innovative programs and customer satisfaction viewed as a very serious measure of success. However, “fast moving” and “instantaneous” – especially in the form of communication - have not been words usually associated with the utilities capabilities.

It’s exciting to note that a handful of utilities that have embraced social media and are using the medium to increase customer communication and reach. With the knowledge that every typical user of social media has a reach of 250 friends, followers, contacts, etc., the utility can engage customers and their community of followers in a very targeted and concise way.

The top reasons that utilities use social media include:

1. Post customer tips
2. Promote programs
3. Communicate storm information
4. Respond to negative comments
5. Reply to customer issues
6. Media outreach

This list shows that the use of social media has the potential to augment the usual customer service function with the ability to get messages out in a quick and engaging way.

A recent study by Pike Research reveals that:

• Approximately 57 million people engaged their utility via social media in 2011 with that number expected to increase to 624 million people worldwide by 2017.

Social media is the communication medium embraced by the world. This is a growth opportunity that can’t be ignored and utilities are wise to join the revolution.

So what makes an attractive and effective utility media space?

1. Have a social media plan that aligns with your overall marketing and communications plan. Plans should not stand alone and should not present different messages. Form and timelines can differ, but consistency is key.

2. Realize that social media is a two-way conversation. Use the medium as you would a telephone, not a radio. Just broadcasting messages doesn’t get you very far.

3. Realize that everything you and your employees do is now reflective of your organization and your brand. All it takes is one negative ‘viral’ message or experience to ruin a lot of hard work. This effect is exponentially greater than ever before.

4. Have an owner of the social media space within the organization. Control of messages, monitoring and timeliness of response is almost as important as the message itself.

5. Utilize tool sets to assist you in listening, monitoring, managing and analyzing the communication data that exists within social media. If nothing else, the experience that is depicted in social media about your customers is insightful. In best cases it will provide timely and accurate information that the organization can act on quickly and concisely.

There is little doubt that social media is not just a phase. A current study by Juniper Research predicts the number of mobile social media users to increase from 650 million today to 1.3 billion by 2016. While the format is in a constant state of evolution, the messages need to evolve just as quickly. Whether you talk to the public via social media or not, the public is likely talking about you.

Gone are the days of taking a month to design the next ad or community service message. Your response, how you respond and your even more specifically your lack of response proves once again that we continue to prove Marshall Mcluhan right…”the medium is the message.”