E Source Announces Top Utilities Using Social Media
North American Utilities Identify Leaders Among Their Peers
BOULDER, CO -- (Marketwired) -- 06/06/13 -- E Source surveyed more
than 50 electric and gas utilities in the US and Canada to discover
the latest trends and best practices in utility social media use.
Utilities that participated in the 2013 E Source Utility Social Media
Survey were also asked to identify which utilities they consider to
be industry leaders in the evolving communication tools. According to
participating utilities, Dominion is the top utility in social media
because of its willingness to push the social media envelope and its
focus on relevant content. The top-ranked utilities, in descending
2. Pacific Gas and Electric Co.
4. Avista Utilities
5. Southern California
6. Duke Energy
7. BC Hydro
8. American Electric Power
10. Baltimore Gas and Electric Co.
This annual survey continues to evolve, reflecting improvements in
industry sophistication and integration. The 2013 survey included new
strategic questions designed to reveal what the utility industry is
doing well when it comes to social media as well as where it can
improve. From the data, E Source concluded:
-- Additional time is being spent on social media activities. More than
25 percent of participating utilities employ 1.6 or more full-time
employees for social media activities. This represents an increase of
7 percent over 2012 and 10 percent over 2010.
-- Utility regulatory commissions are starting to take notice. In 2013,
16 percent of participating utilities were required to report social
media interactions to their commissions, indicating steady growth from
2012. With more than 22 percent of utility commissions recommending
social media reporting, E Source expects the upward trend to continue.
According to the company, the fact that a significant portion of
regulatory bodies are monitoring social media further validates the
growing importance of the channel for utilities.
-- Funding for social media initiatives is improving, but there's still a
long way to go. Over the past two years, utilities have made
significant progress toward proactively funding social media channels,
but compared to more-traditional outreach channels, investment is
anemic. In 2013, much of the social media budget is spent on
monitoring and management software and services, not on channel
"It appears that utilities are stuck in the chicken-egg conundrum:
Social is underfunded because of the perception that it only
'reaches' a small portion of customers, yet the only way to
meaningfully expand online influence is through proactive
investment," says Matthew Burks, director of Strategic Customer
Relations at E Source.
The complete rankings from the 2013 E Source Utility Social Media
Survey can be found at
About E Source
For 25 years, E Source has been providing unbiased,
objective research and advisory services to over 300 utilities and
large energy users. Our energy experts have answered more than 8,000
questions over the past 3 years. This guidance helps our customers
advance their efficiency programs, enhance customer relationships,
and use energy more efficiently.
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