Engaging Customers in a Digital World

Like most Americans, your customers probably spend half their day staring at screen—checking emails, commenting on Facebook profiles, scrolling through Twitter feeds. In fact, the Council for Research Excellence recently announced the results of a media study that revealed that 68 percent of us use at least two media platforms—tv, computer, smartphone, audio, print, tablet—at the same time in an average day.

Here’s the take away: joining or becoming more active on social media platforms means meeting customers where they already go to receive information and news.

But, like most things, doing well on social media is much easier said than done. Today we’re sharing a few overarching tips and tricks, but finding the right platform and devising a successful media strategy may require more detailed discussions and a bit of trial and error.

Fortunately, Small Communities #TalkAboutWater is a great place to have these conversations with others who understand the unique challenges faced by small systems. You can also reach out to us directly at info@wateroperator.org or 1-866-522-2681.

1. Define your goals and audience. Are you looking for greater community engagement? Are you in need of easier, more direct ways to share public notices? Maybe you want to connect with local and state officials. The more specific your goals and audience are, the easier it will be to choose the right social media platform and measure success.
2. Remember not all platforms are created equally. If your system doesn’t frequently generate new pictures, graphics, or videos, Pinterest and Instagram are likely not for you. If you want to share more detailed messages—perhaps about road closures due to pipeline repairs or tips for conserving water—Facebook may be a better choice than Twitter. This article from The Next Web has more information about the pros and cons of different platforms.
3. Don’t try to bite off more than you can chew. Time and personnel are precious commodities for small systems. Having a smart social media strategy is worth the time, but don’t feel like you need to join multiple platforms at once or post hourly. Consider starting with a single platform and a more conservative media strategy. The key is sustainability.
4. Make use of your existing network. Invite customers to follow and like your page(s) in your next newsletter or with a bill insert. Put links to your social media pages on your website. Encourage your existing followers to tell their friends.
5. Prioritize customer service. For many people, an organization Facebook or Twitter page is their first stop when they have questions or concerns. Stay on top of customer issues by responding within 12 hours. And be sure to re-share favorable experiences posted by customers across your social channels.
6. Start conversations. It’s called “social media” for a reason. The most successful users ask questions that engage followers and inspire them to weigh in on topics they care about. For example, ask customers to share their favorite water conservation practice.
7. Share your expertise. Customers see water systems as reputable sources for information on water supply and quality issues. Share little-known facts, post links to important information, provide access to reports or relevant research.  
8. Get personal. Social media is a place for genuine engagement. A lot of the communication water systems have with rate payers is prescribed—public notices, bills, etc. But that doesn’t mean you can’t show the personal side of your operations. Talk about what you’re excited about, highlight staff successes, wish people a happy Friday.