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Social Networking in the Energy Industry

Social media can be intimidating. It can even be a challenge for some companies. You might find yourself thinking you don’t have anything interesting to say and no one will like/follow your page. You might question your ability to stay consistent and post the right things.  A social media policy will answer these questions. Here’s how it can help:

• Regulates and enforces social media practices
• Sets standards for when social media interaction can occur, how it will be regulated and what can and can’t be posted
• Guides whoever is managing the social media on how to approach the company’s networks
• Contributes to the efficiency of your company’s social media presence

Questerre Energy, an independent Canadian energy company focused on unconventional oil and gas projects, has well known social media presence in the industry. Ran by the CEO, Michael Binnion, the company’s presence is regulated and community based. Binnion utilizes social networks to post industry information, give a personal viewpoint and connect with the community.

In an industry shrouded in obscurity and tight regulations with limited social media presence, Questerre has a competitive advantage. Participating in and implementing a social media policy for your company can enhance credibility, drive customer interest, build public support and help you stand apart. What should be included in your social media policy? Here are some points to get you started:

• Define social media. Determine what social media makes sense for your company. From there you can determine a clear purpose for your social media policy and what networks it will entail. In addition, you can set up a plan for how your social media presence will convey your brands message.

• Provide guidelines. These guidelines will determine how your social media presence will develop. Some examples: Use a consistent voice. Be yourself. Draw a line between your personal and professional life on social media and give credit where credit is due.

• Rules. The rules outlined in your policy will set a standard for how your company uses social media. Let your employees know what would be harmful and what would be helpful. Some examples: Never post negative comments about the company, competitor or colleagues and do not distort the company logo.

• Anything online is visible to all. A social media policy will control what your employees are posting. At least part of every social media profile is viewable. Make sure your employees are aware of that. A simple statement such as “the views expressed here are my own” will ensure viewers do not associate employees posts with beliefs of the company.

If your company is looking toward gaining a social media presence but doesn’t know where to start, we can help. Energy Marketers, powered by Marketing Works, has more than 25 years of experience providing strategic marketing plans for companies in the industry. Contact us today for your free assessment.

Bill Kiefaber • March 22, 2013

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