A colleague wrote at the end of 2019, without yet intuiting the enormous impulse that both things would experience with the pandemic, that “the ecological transition and the digital transformation are the two fundamental issues of our time.”
Energy companies have a great purpose. The Green Deal or European Green Pact to become the first climate-neutral continent is the protagonist of the post-COVID economic recovery. The energy transition is key and the sector faces a challenging transformation process, the advances of which are making headlines. To the big data and artificial intelligence projects to improve their efficiency, sustainability is now added as a purpose of energy companies. This is reflected in the report “The value of brand values”, by Branward. Between Iberdrola, Acciona and Repsol they account for more than 64 percent of the total activity of the Ibex companies and more than half of that percentage corresponds to Iberdrola. Endesa also enters the top ten of the most active companies. Social networks, each with its functionality and its lights and shadows – what does it not have? – constitute a channel in the communication strategy of any company. The big ones are more and more aware of this. More humane energy companies, no social distance Since then things have changed. The pandemic has served to humanize organizations and many Ibex companies have decided to break the barrier of social distance they had. “This attitude has been very well received and has helped them grow in networks”, explain from Epsilon Technologies, authors of the report “Icarus Analytics Ibex35 2020”. Regarding the networks, from said consultancy they mention that Twitter has resurfaced and is consolidated in Spain due to its immediacy. They also highlight the growth of LinkedIn, which companies use to be relevant from a corporate point of view as well as to approach talent from Human Resources. And they are also beginning to experiment with other newer ones and with large audiences such as Twitch or Tik Tok. The truth is that fewer and fewer companies live with their backs to social networks or look at them with suspicion. It’s not just about selling. Many integrate them into a multi-channel service strategy. But the key word is engagement, Communicating a purpose to society Social networks offer companies the opportunity to contribute knowledge of the ecosystem in which they are experts. Although some simply use them to disseminate corporate news or promote their products, a good use of them is to promote communication with customers, target target and society in general to find out what concerns them, what they demand and suggest and add value to them. The pending issue in large companies is usually to promote this dialogue that ends up generating linkage and commitment and allows offering products and services that are adapted to real needs. If long ago it was extremely strange to see pharmaceutical companies with Twitter accounts – this is also changing – energy companies seem to have found a style of communication and behavior on social networks that fits into their new corporate culture. And they don’t want to miss the opportunity that this channel represents because of the volume of people who use it regularly and who also have no problem following the brands. ‘ At this time, a more global vision of the energy transition is necessary. Beyond renewables, it will also be key for the development of technologies such as smart grids, energy storage, the production of hydrogen or batteries. Ultimately, it will impact a new production model and our own way of life. All the more reason for energy companies to be increasingly social and part of our day to day.