Why Energy B2B Companies Must Engage in Twitter and LinkedIn


Social media is ubiquitous today and serves not only as a stage for pictures, life updates and public opinions – but also as a platform for the energy industry to educate and inform audiences and to build trust in an organization’s solutions and products.

Twitter currently has more than 336 million monthly users, making it the eighth largest social media network in the world. LinkedIn prevails as the number one social network among professionals and is a powerful tool for companies to make new connections, generate leads and build their brand. To amplify your brand’s storytelling to target markets, especially industry influencers and trade media, it is essential for your company to have an active presence on Twitter and LinkedIn.

Check out the following reasons to consider establishing a presence on social media:

Why energy industry folks need to go social

1. Be Found. Energy companies of all sizes and types need to be present so their customers and prospects can find them online when and where they seek information. Posting relevant, consistent content and engaging with your followers on your social media sites will boost your energy company’s awareness and build your SEO presence.

2. Be Known. Sales has always been about relationship building. Changing demographics are bringing digitally savvy buyers into the energy industry (some figures estimate 60 percent of the utility workforce is aging into retirement in the coming decade). Today, relationships – and the buyer’s journey now –  begin early and online.

3. Be valued. Monitoring social outlets can help identify any reputation or customer satisfaction issues and can be helpful in crisis communications (utilities often share useful tips during outages, for example).

4. Be covered. Most journalists, too, are constantly engaged in social outlets. They get story leads, explore topics and publish and discuss news (on Twitter especially), so companies need to be there to influence and engage with them, too. 

What do you want to achieve with this channel?

Social media, like all marketing channels, has an expense. So, what do energy companies want to get from their efforts and resources? Social media should be part of a systematic approach to feeding prospects through a sales funnel. The purpose of your social media efforts is to define the value to be gained and pre-plan ways to measure success of efforts.

Examples of possible goals/objectives: to gather ideas from an audience to improve your solutions, to share about your industry efforts (present well-rounded organizational persona), to educate target audiences about your work, to create a forum for discussion or customer service or sharing of success stories.

How to measure success

The social media program needs reasonable – yet ambitious – expectations of what you could achieve in a specific time frame; set both output targets, such as “tweet once a day” as well as outcome targets, like “gain 1,000 followers by the end of the year.” Using today’s digital marketing tracking tools, energy companies can tie specific leads to a social presence.

To learn more on when and how much to post energy content on social media, check out our past blog here

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