Utilities cannot ignore social media

New research from Pike Research concludes that utilities can no longer ignore or avoid social media as a way to engage with their customers. Pike estimates that approximately 57 million customers worldwide will use social media to engage utilities in 2012, increasing to 624 million customers by the end of 2017.

But that doesn't mean utilities can just log on and go. Successful utilities will know their customers' social media preferences and profiles, clearly define their social media objectives, articulate a social media strategy and utilize technologies that integrate social media with existing channels.

"Empowered customers are not about to give up on social media, and utilities will need to incorporate these tools as part of their broader customer engagement programs," said Pike Senior Analyst Neil Strother. "Smart utilities will seize the opportunity to increase customer satisfaction when these social engagements arise by properly staffing listening channels and preparing valuable content to be shared."

For more:
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