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Utilities are missing opportunities to engage with consumers on social media sites, according to research commissioned by Utility Week (see feature, page 14).
Digital market research company eDigitalResearch found that most utilities failed to update their social media accounts regularly, particularly at the weekend.
In a study of the Facebook, Twitter and Google+ presence of UK utilities between 1 and 5 October 2012, the researchers found energy providers generally performed better than water companies.
Small player Ecotricity punched above its weight, coming top of the Facebook league table with 17,834 followers and second behind British Gas on Twitter. It was also the only utility active on Google+.
British Gas topped the Twitter rankings with 12,714 followers and was noted for encouraging two-way communication.
Scottish Water was the only water firm to make it into the top ten for Facebook followers, at number eight. The water sector fared better on Twitter, taking five of the top ten spots.
Overall, the researchers found the sector a long way off the engagement levels achieved by high street retailers.
This article first appeared in Utility Week’s print edition of 30th November 2012.
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