I’ve written about this topic before, but the message bears repeating: Your utility’s social media channels should stay far, far away from any divisive (or potentially divisive) issues.
We live in an increasingly polarized society where there seems to be less middle ground – people think they’re right and, if you disagree with them, you’re wrong.
Even if the majority of your audience believes in something, the minority that doesn’t is likely to be offended. At my day job, about 80% of our readers are Democrats. When we run a Democrat-leaning op-ed or editorial, you can be sure the 20% who are Republicans are going to respond. The same holds true when the material is right-leaning.
Some of this goes without saying (or should go without saying), but avoid politics, especially when Donald Trump is involved. Roe v. Wade’s overturning is a major flashpoint at the moment. Same with gun control, religious freedom and COVID responses (and vaccines). To a somewhat lesser extent, climate change, privacy rights, capitalism and the job market (and working conditions), can excite passions.
As a utility, you probably don’t address these kinds of things on social media anyway, but avoid the urge to participate peripherally, even if it’s to offer sympathy to the victims of the latest shooting.
So, what should appear on your social media feed? Plenty of things.
Mentioning holidays, even the myriad of invented creations, like National Grilled Cheese Day. Utility notifications, especially as it relates to service issues or potential bad weather. Shout outs to local people or organizations who are honored or win awards. Energy-saving tips.
Depending upon how much and how well you engage your audience, you can even lighten things up with unrelated things, such as links to videos of cute cats and cute dogs doing cute things.
You don’t want your social media feed to decline into a mishmash of goofy items, but variety remains the spice of life, so going off topic isn’t necessarily a bad thing.