FRIENDING UTILITIES

Social Media in the Utility Industry Consumer Survey; Consumer Adoption and Usage Trends for Engagement with Utilities using Facebook, Twitter, YouTube, LinkedIn, and Blogs
1Q 2012 (Pike Research)

"As social media adoption continues to grow, utilities of all sizes are recognizing the impact these new services can have on their marketing, communications, and business strategies. Pike Research estimates that approximately 57 million customers worldwide will use social media to engage utilities in 2011, and that number is expected to rise to 624 million customers by the end of 2017…

"While some utilities have already seized the opportunity social media offers, others remain on the sidelines…[Benefits include]...Informing customers about changes to pricing and billing…Educating customers and keeping them informed about new products and services…Addressing questions and allowing for a “virtual” conversation with customers…Reaching certain demographic groups..."

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"Pike Research believes that as social networking and media become more pervasive, utilities and other companies will look to invest in and grow their presence in this area.

"This Pike Research white paper examines the current frequency of consumer interactions with utilities using social media tools, the reasons for those interactions, and the demographic and behavioral segments most likely to use social media such as Facebook, Twitter, YouTube, LinkedIn, and blogs for utility interactions. The report also analyzes the level of interest among consumers in future engagement with utilities via social media…"