Three Reasons Utilities Need to Pay Attention to Social Media

54% That's the number of internet users using Social Media to research products and services before a purchase, according to a survey by GlobalWebIndex. And 71% of consumers are more likely to purchase products or services based on social media referrals. So, if your utility has a Beyond the Meter program, you better be on social media promoting it and engaging with customers or you are leaving money and enrollments on the table.

93% That's the number of consumers' purchase decisions that are influenced by online reviews, according to BrightLocal's Local Consumer Review Survey, and 87% of consumers read online reviews for local businesses in 2020. For Retail Energy Providers in the US, as well as utilities offering Beyond the Meter programs or contractor services, your customers are checking you out online, so your reviews on Google, Yelp, and other media platforms should be a top priority. Do you know your online reputation and that of your regional peers? If not, it may be time for a Social Reputation Dashboard.

89% That's the number of US consumers who expect companies to respond to their social media messages within 24 hours, according to Sprout Social's research, and that same study highlighted that 40% of customers say that they will choose another brand if a company doesn't respond to their social media posts. What does that mean for Customer Service on Social Media for your next generation of customers? Do you think your customers expect customer service via Social Media channels? You better check your Facebook and Instagram accounts, as I'll bet you will find customer service questions there now.

Our point is just to say that utilities should pay close attention to the trends in social media, as they show no sign of reverting to the norm of other media. Customers spend a LOT of time on social media, trust it as much or more than other communication channels, engage more easily than other communication channels, and expect the companies they trust to engage with them on social media. Every utility should have a Social Reputation Dashboard and a media plan including a roadmap for expanding Social Media channels of engagement for your next generation of customers. Start now before these numbers get any higher, setting an even higher bar for customer expectations.

And, if you need some help, please give us a call or email us at info@modernutilitycx.com. Our team has tools for measuring and monitoring social reputation across multiple channels, and a playbook for how to improve engagement with your current and future customers across social media outlets.