In today’s digital landscape, public utilities have a unique opportunity to connect with their communities through social media and website content. By leveraging the right strategies, utilities can build trust, educate their audience, and improve customer relations. At The Rural Agency, we specialize in helping public utilities effectively communicate with their audiences. Here are five tactics we recommend to make the most of your digital platforms:
1. FAQ Videos with Answers from Appropriate Staff
Customers often have questions about services, billing, and outages. Creating FAQ videos with answers directly from the experts in your utility can provide clarity and build trust. For example, have your billing manager explain the breakdown of a typical bill or invite an engineer to discuss how power restoration works during an outage. At The Rural Agency, we’ve seen how these videos not only humanize your staff but also provide reliable information that customers can easily access on your social media channels and website.
2. Frequent Posting of Imagery of the Utility at Work in the Community
A picture is worth a thousand words, and showcasing your utility in action can tell powerful stories. Post images and short videos of your teams working on projects, attending community events, or engaging in environmental initiatives. This not only highlights the hard work that goes into maintaining services but also reinforces your commitment to the community. The Rural Agency has helped utilities develop a consistent visual storytelling strategy that resonates with customers and strengthens community ties.
3. Day-in-the-Life/Tag along Content
Many people don’t fully understand what it takes to keep a utility running smoothly. A “day in the life” or tagalong series can offer a behind-the-scenes look at the jobs that are critical but often go unnoticed. Whether it’s a video or a blog post, showing the daily responsibilities of lineworkers, water treatment specialists, or customer service representatives can provide valuable insights and appreciation for these roles. The Rural Agency has extensive experience in crafting content that demystifies complex processes, making it accessible and engaging for your audience.
4. Real-Life Use Cases for Efficiency, Safety, and Affordability
Public utilities have a wealth of knowledge about how customers can use their services more efficiently, safely, and affordably. Share real-life examples and tips through posts, articles, and videos that demonstrate how customers can save money, improve safety, or reduce energy consumption. For instance, a case study on a local business that cut its energy costs with your efficiency programs can serve as both an educational tool and a testimonial. The Rural Agency can help you identify and share these stories to highlight the tangible benefits of your services.
5. Content to Fight Misinformation About Unexpected High Bills
High utility bills can lead to frustration and confusion, especially if customers don’t understand the reasons behind them. Combat misinformation by proactively addressing common causes of unexpected charges. Use your platforms to explain factors like seasonal usage spikes, rate changes, or billing cycle variations. This could be done through infographics, blog posts, or video explanations. The Rural Agency has worked with utilities to create clear, transparent messaging that reduces customer complaints and fosters a more informed community.
Conclusion
By implementing these five tactics, public utilities can enhance their digital presence, build stronger relationships with their customers, and provide valuable information that supports the community. Whether it’s through educational videos, real-life stories, or engaging imagery, The Rural Agency is here to help you create content that resonates with and serves your audience.