Social Media Strategy? For oil and gas companies?
Never heard of that, right? Let us inform you how can you make a giant leap in your business by understanding how to harness the power of the tool in hand – Social Media. Oil and gas industry never paid any attention to this aspect. And, in this blog, we shall learn how to make the most out of social media using a structured strategy below.
Begin from the beginning
We all know that the industry is digitising. But prior to going gaga about the digitisation, we need to question if our web presence is in-sync with the digitising trend of the industry? And, the running trend is Social Media.
Here are a few questions for you:
Do you have a social media presence?
Are you able to manage it effectively?
Is the end-goal met?
If the answers to all the questions above are in the negative. Then, read on.
Social Media is the tool in hand
There a zillion reasons to be on social media. We can divide all the benefits of a social media presence into 4 major categories:
- Industry Awareness – Many of you in the industry might be aware of the downvoting of hydraulic fracturing by Colorado on social media. The chief reason as presented by Forbes was this: “It was a one-way street dominated by the anti-fracking community.” And, there was no one from the industry defending it – why it is required and how useful it is and how it has minimal impact on the environment. Not a single oil and gas company came in support to create awareness among the general public about fracking. Industry awareness is one of the biggest reasons why oil and gas companies need to be on social media. How many of us know the importance of the oil and gas industry, not only for the society but also for the world? How much energy demand is met by the industry? It needs to be shared and talked about.
- Thought Leadership – It is extremely important to dispel myths about the industry and to empower your employees and the general public about the cause which your company stands for. In a survey, it was found that a sizeable amount of people in the organisation is not aware of the company’s vision. And, that’s a concern. So, social media can be selected as one of the tools to help your employees and other people to align with your company goals.
- Promotions – You might have a great offering but is it in the know of the people. Do you have a strategy in mind to promote your products and services? And, selection of a platform to promote is the first step in the process. We understand that you have a great PR team and your corporate communications have alliances with other websites for running advertisements. But for once consider this: an increased reach at a fraction of a cost! Yes, social media gives you a platform where you can reach a specific or a huge audience and create awareness about your promotions. It has an easy lead generation form, it’s quick, no one needs to fill out lengthy forms (and, that’s one of the chief reasons of increasing number of drop-out sessions), and all that is cheap on social media.
- Knowledge Sharing – Share surveys conducted by your company, your patented technology, and/or insightful resources like blogs or CEO messages on social media. Let people know that you are actually sharing valuable content.
“One of the four pillars of industrial marketing (or Business to Business marketing) is ‘Social Media Presence’.”
Now, that we have understood the chief reasons to be on social media let us look at other aspects of social media marketing.
5 aspects of a social media strategy
- Identify your customers: It involves knowing the industry, their age, geographical location, their professional portfolio, and the company. It’s extremely important to ‘know your audience’ before promoting anything.
- Have a structured team for social media: You need a social media copywriter, editor, graphic designer, social media manager, and a public relation executive to run an effective social media campaign.
- Rely on online tools: Social media is a huge platform and you need a meticulous management for the same. Identify your need and according choose an online tool to manage social media postings. You may check out Hootsuite or Coschedule for the same. Why it is required? It helps you manage your daily postings and scheduling on various social media platforms.
- Identify the platforms for promotion: There an array of social media platforms: Facebook, Instagram, Twitter, YouTube, LinkedIn, Quora, Medium for promotions and marketing. Learn more about how to use each one of them, in our blog, click here.
- Social media audit: You need to check the performance of your posts, promotions on social media. Create a proper social media report for your managers understand the kind of promotions you should be doing if one of the promotions performed well then it’s time to float it again and to revise the promotions if the offering is no longer available.
A few things to keep in mind
There are a few things which you need to keep in mind while communicating with others online: your brand communication.
- It’s your brand: Understand that social media is used to create brand awareness so whatever you post on social media should be in sync with your brand communication.
- Brand Voice: Be cautious about the choice of words. Your posts should have a uniform tone, be precise in your communication, and communicate with people directly.
- At the same time, be human: No one is interested in a robotic language. It should sound like a human interaction. It’s a virtual space but people are real. Connect emotionally with them.
- Don’t let the customer hanging: Make sure that if someone has a query, is trying to reach out to then you make it a point to respond to that person. Help your customer online.
- Handling criticism: Sometimes your posts or promotions backlash. Then, it is not the time to get panicky and to respond in an irresponsible manner. Take ownership of that and accept the criticism gracefully. And, assure your customer that it will not happen in future.
In nutshell, social media isn’t the tool to promote; it’s a collaborative platform where you can do multiple things at the same time. And, it is high time that oil and gas companies realize the importance of social media and use it to communicate the cause for which they are working with others online.
Visit the only collaborative platform in the Oil and Gas Industry – Energy Dais and get a visibility and engagement that your company rightly deserve and need.