a growing social media strategy
Unitil is a provider of natural gas and electricity to more than 180,000 customers in New England.
When Unitil decided to develop a social media presence, its communications team turned to Calypso for assistance in developing a thoughtful, measured strategy. By putting a sustainable plan in place, social media has become a successful and manageable tool for Unitil’s communications team.
Calypso first worked with Unitil to establish a presence on Twitter. The platform is intrinsically built for active information exchanges; its 140-character limit meant Unitil’s output had to be concise; and its setup means customers aren’t required to “friend” or “follow” the company to see its tweets. Additionally, the team knew its planned content—especially outage information—would best be delivered through this dynamic, quick-bite medium.
Next, Calypso worked with Unitil to expand its social media footprint to include Facebook, which is the ideal platform for engaging customers and stakeholders in deeper, more meaningful conversations about topics including energy efficiency, emergency preparedness, and community partnerships.
Calypso also worked with Unitil to establish a presence on Flickr and YouTube, utilizing the sites’ visual focus to share stories of company employees, processes, and storm experiences—all adding a more human element to the utility.
As the social media landscape evolves, Calypso continues to work with Unitil to expand its social media footprint to meet customers where they live online.