William Joseph Communications

Energy Series - Don’t Fall Victim to These Social Media Fallacies When Promoting Your Energy Business

As social media madness continues to progress, the phenomenon has acquired a bit of a reputation. Companies operating in highly regulated industries like the energy industry often perceive social media as more of a risk than a strategic asset, with its dynamic and fluid nature seeming like more of a legal or PR nightmare waiting to happen. However, energy companies need not fear. Like most presumed reputations, not all the assumptions are exactly accurate, and with a thorough strategic plan, companies can harness the power of social media to attract, compel and have conversations with their audience.

Understanding social media and its challenges is essential to conducting yourself appropriately and not wasting valuable time and resources. Read on to ensure you don’t fall victim to some of the most common social media fallacies.

1 – It is not free. Yes, the download and sign-up are free, but that’s where the gravy train ends. In order to use social media properly and for the best return on any investment you will need to devote something integral into it – some time. No one ever got into shape with a gym membership by not showing up to put in the work.  You will get out what you put in.

And as we all know, time equals money. Businesses which think they can just sign up, post a cookie-cutter post once in a while and expect miracles to happen are bound to be faced with a social media-tinged reality check when they realize their number of likes and followers are consistently staying in the single digits. Each social media platform has best practices associated with it, and it is important to familiarize yourself with them before embarking on your social media mission. Posting spam to Facebook, not interacting with other users consistently on Twitter, posting the same pictures of you equipment working on Linkedin simply due to a shortage on time, are all social media faux-pas that businesses should tenaciously steer clear of. 

2 – It is not just a marketing and advertising tool. Social media is a method of communication, a tool which enables us to connect with humans from all walks of life, humans whom business giants would have previously not been able to reach directly on such a large, yet still intimate scale. Human connection is a breeding ground for loyalty—the holy grail of branding. Human beings want to be acknowledged, validated and seen. Social media is a bridge between your business and its customers, and it’s not a second or third-degree connection, it’s a direct overpass. GoPro, a wildly successful manufacturer of action cameras, is an example of using social media to build connections with its customers, and thus, brand loyalty. By using the photo-sharing app Instagram, GoPro shares daily pictures with its 9.7 million followers, submitted to it by consumers who have taken their photo with the GoPro camera. This user-generated content is completely free for GoPro, allows it to recognize and celebrate individual customers, while still promoting its business and product in an authentic manner.

3 – Contrary to popular belief, your business should not utilize any and all social media platforms available. There are currently dozens of social media apps offered to businesses, but social media is another case of quality versus quantity. When writing the social media strategy for your business, decide which platforms or apps are the most in line with what products or services you are offering. For example, a landscaping company may decide to target Instagram and Houzz (an online community which shares architecture, interior design and decorating, landscape design and home improvement) as these apps will allow the company to share photos of their work. Twitter, which is based on short, 140 character messages, is likely not a medium the landscaping company should focus it’s time, efforts, and money on, and instead stick to apps which are comprised of more visual content.

4 – You’re using Twitter, Facebook is your friend, and you even have Instagram and Linkedin running somewhat smoothly – shouldn’t you be good to go? Unfortunately, you will likely never be completely free to rest on your laurels. Social media is constantly evolving and spawning new, unique platforms, primed for businesses to realize their potential power. In addition to the above social media platforms, energy companies will also want to use platforms that are focused on their specific target audience. In Canada, in particular,  EnergyNow.ca is one of those platforms that not only delivers energy industry news, data and events on a daily basis, but their platform also strategically markets the products and services of energy companies as well…very effectively.

Currently, the mobile app Snapchat is cited as being the fastest growing social media platform, with over 100 million active users, and increasing at a rate of 8 per cent, while other platforms have remained stagnant, such as Twitter, which has not grown in number of users since 2014, according to a survey from Harvard University’s Institute of Politics. If you, like many, are lost on how to effectively use the app, which allows users to share photos and videos which can either “self-destruct” after ten seconds or be pinned to their “story”, which disappears after 24 hours, simply do your research. Keeping up to date on the social media trends and emerging technologies will allow your business to get an edge on the new platforms and with that, create a link to the growing audience of millennials, if that’s who you’re targeting.

The bottom line is that social media has taken on this fluffy reputation, a reputation which precedes it as being easy to manage and needing little time or effort in order to maintain. Of course, you could treat your business’s social channels with those kind of kid-gloves, or you could recognize that these platforms are a direct link to your customer that should be strategically handled with the utmost professionalism and care. As an energy company, you need not be afraid. By understanding common misconceptions and taking advantage of social media, you can successfully take advantage of opportunities and possibilities that other channels cannot offer.

It's only fair to share...
Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someone
> Back to Blog

Twitter

Friday, August 10th, 2018 at 11:54am
Meet our newest account manager, Bryce (2.0)! Bryce brings over a decade of account and business development experience to the WJ team, as well as digital marketing savvy, a wide variety of quick one-liners and... a hairless cat named Meats.
https://t.co/4gcJqR50jz https://t.co/LvpcascZcF
wj_agency photo
Tuesday, August 7th, 2018 at 9:10am
RT @GlobalSaskatoon: Why is branding your environment key as a marketing tactic? @wj_agency CEO Ryan Townend explains in ADvice. WATCH HERE… wj_agency photo
Tuesday, August 7th, 2018 at 9:10am
Apps were all the rage a few years ago and continue to be a huge value-add for some businesses. But what about YOUR business? We break down whether or not you should invest in app technology in this week's blog! #YYC #Marketing #MarketingBlog

https://t.co/q9zKDRTA9H
Tuesday, August 7th, 2018 at 9:10am
RT @Natasha_Robbie: You know you’ve got amazing colleagues when you walk into the office after a long weekend and get greeted by this. LOVE…
Thursday, August 2nd, 2018 at 1:45pm
Very little in this world is full-proof & marketing is no exception. Proper investment and planning is key & when things don't go as planned, there is usually a reason why. This blog which lists a few reasons why content marketing can fail was great! #YYC

https://t.co/Rqi9Bp4ocx

Facebook

William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsFriday, August 10th, 2018 at 2:53pm
Meet our newest account manager, Bryce (2.0)! Bryce brings over a decade of account and business development experience to the WJ team, as well as digital marketing savvy, a wide variety of quick one-liners and... a hairless cat named Meats.

Want to learn more about Bryce or the team?

https://www.williamjoseph.com/teams/
William Joseph Communications
William Joseph CommunicationsWednesday, August 8th, 2018 at 1:05pm
This month's Global Saskatoon ADvice just aired with Ryan discussing the importance of branding your space. Check it out!

https://globalnews.ca/video/4373943/advice-branding-your-environment?utm_source=%40globalsaskatoon&utm_medium=Twitter
William Joseph Communications
William Joseph CommunicationsTuesday, August 7th, 2018 at 12:09pm
Apps were all the rage a few years ago and continue to be a huge value-add for some businesses. But what about YOUR business? We break down whether or not you should invest in app technology in this week's blog!

https://www.williamjoseph.com/blog/business-need-app/
William Joseph Communications
William Joseph CommunicationsFriday, August 3rd, 2018 at 6:54pm
William Joseph Communications
William Joseph Communications added 16 new photos.Thursday, August 2nd, 2018 at 10:49pm
August’s Ryan’s Roundup was a great success. A great event our CEO created for great folks wanting to make new connections! See you all in September.

www.ryansroundup.com

Instagram

Monday, July 23rd, 2018 at 3:17pm
  • 68
  • 4
Friday, July 13th, 2018 at 4:02pm
  • 46
  • 0
Wednesday, June 27th, 2018 at 5:17pm
  • 96
  • 4
Friday, June 15th, 2018 at 3:19pm
  • 84
  • 4
Friday, June 1st, 2018 at 1:14pm
  • 85
  • 6