CorpComms Magazine

Nearly 60 million American consumers interacted with utility firms via social media in 2011 and the number of customers interactions could increase tenfold over the next five years, according to a report from Pike Research.

The overall percentage of customers who interact with utilities on social media is not large, at just under 11 per cent. But of those who do communicate with their provider on social media, more than 50 per cent say they do so either 'very often' or 'regularly.' 

The main content of the interactions included updates on pricing and billing changes and informing customers about new products.

Senior analyst Neil Strother said: 'For many people social media has emerged as a useful way to engage with their utilities, and somewhat surprisingly these customers are doing so on a fairly frequent basis, as our survey data shows. 

'Most of these customers are younger adults under 30 who have embraced social media as their preferred communication tool. Utility managers should have some strategy in place for listening to and engaging with customers via these newer channels like Facebook, Twitter and YouTube.'

The report's authors say younger respondents were more likely to use social media services, with those under age 30 reporting the highest use (83 per cent) of any demographic segment. 

Correspondingly, as social media become more pervasive, utilities and other companies will look to invest in and grow their presence in this area.

The report's findings are based on an online survey of 1,051 US consumers conducted in the autumn of 2011.

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