Social media is a powerful tool for any industry, but is sadly underused by oil and gas professionals and landmen. One reason for this may be the assumption that social media is simply for shopping and socializing; this couldn’t be further from the truth. B2B companies are using social media to heighten brand awareness, provide thought leadership, and reach out to other businesses in related industries provided they follow social media best practices.
Social Media Best Practices for Oil and Gas Companies
By following these four social media best practices, oil and gas professionals are able to multiply their social media following and reach more people:
- Set Aside Time for Engagement - In the fast-paced realm of social media, it’s important to set aside time specifically to engage with followers and meet new people.
- Don’t Worry about Critics - The possibility of an unpleasant interaction shouldn’t hold you back from using social media. Instead of worrying about potential critics, reach out to others and be positive when engaging on social media.
- Be a Contributor - While listening to your industry’s conversation is a necessary component of social media, becoming an active contributor by posting interesting information and participating in live conversations will heighten social media visibility.
- Stay Consistent - As a fluid platform, social media is always changing. To avoid getting lost in the mix, interact with others consistently. The more reliable you become, the more connections you’ll make.
For oil and gas companies, these four social media platforms are leading the social revolution.
Of the 100 oil and gas companies reviewed by Twin Engine, 65 actively use LinkedIn. What’s the benefit? LinkedIn, considered the largest network of professionals in the world, is perhaps the most valuable social media tool for oil and gas brands. Because LinkedIn’s interface makes it simple to find contacts, engage with others and share content, using the platform’s basic features can create new leads and a more visible online presence.
LinkedIn for You
Oil and gas companies have access to hundreds of other companies around the globe. LinkedIn’s representation of oil and gas companies around the world is impressive to say the least. Oil and gas professionals benefit from participating in one of the platform’s many industry-specific groups, including the following:
- Purchaser, Buyer, Procurement
- Oil & Gas Sales Marketing Professionals
- Oil and Gas – Maintenance and Reliability Group
- Deepwater (Oil & Gas) Drilling Network
- Oil & Gas Process Improvement
- NDT Inspection Service Professionals
No need to stop here, Twitter is also a valuable resource for oil and gas professionals.
While it appeals to more than just the professional community, Twitter is a fantastic way to engage with others in the oil and gas industry as a whole. With the use of hashtags, oil and gas companies can track industry conversation and stay in touch with market trends. Some organizations also use Twitter’s hashtags to pinpoint brand-related conversations and research the competition – a simple way to gather insights.
Twitter for You
Looking for industry influencers on Twitter? As it turns out, numerous oil and gas industry professionals, from executives and industry journalists to job-seekers and industry-related websites, are represented on Twitter. Specifically, the following five stand out as the most popular.
- Oil & Gas News - @OilandGasIQ - with nearly 20,000 followers, Oil & Gas News is one of Twitter’s most active handles offering news, industry insights and more
- The Oil Drum - @TheOilDrum - over 40,000 followers turn to The Oil Drum on Twitter for news, research, and information
- Oil & Gas Journal - @OGJOnline - Twitter’s top resource for the oil industry’s latest news, laws, and regulations, the Oil & Gas Journal is followed by more than 60,000 people
- The Oil Price - @theoilprice - for easy-to-access charts and news, oil and gas professionals turn to the The Oil Price to simplify daily research
- RigData - @RigData - a reliable source for up-to-date drilling in the US, Canada and GOM, RigData is a great handle to follow on Twitter
Sometimes referred to as the “catch all” of social media, Facebook’s more than 1 billion users make a compelling case for creating a branded Facebook page. Whether you’re trying to reach other companies in the oil and gas industry, or want to increase brand awareness with a link back to your website, having a presence on Facebook can help oil and gas companies generate more leads and participate in an ongoing industry conversation.
Facebook for You
Many of the same Twitter influencers can be found on Facebook, including the following.
- Oil and Gas People – an employment resource for professionals, Oil and Gas People serves the global industry with the latest opportunities and information
- Oil & Gas Journal Online – with multiple posts daily, the Oil & Gas Journal Online is very active on Facebook with over 10,000 followers
- Drilling Ahead – more than 40,000 people on Facebook follow Drilling Ahead, which serves as an online community for oil and gas professionals
Google+
Google+, a social media platform with over 350 million active users, remains largely untapped by professionals in the oil and gas industry despite its value and reach. Between establishing authorship and encouraging social sharing on one of the world’s largest networks, Google+ has a lot to offer brands. Google+ is one more contender to add to the list of the oil and gas industry’s top social media platforms.
Google+ for You
- Oil and Gas Job Search – with over a decade in operation, the Oil and Gas Job Search page on Google+ has over a thousand followers who await the page’s next posted job opportunity
- Oil and Gas Network – from project collaboration to networking with other professionals, the Oil and Gas Network aims to bring industry professionals together on Google+
- Rigzone – between the distribution of news and job opportunities, Rigzone is a top Google+ resource for oil and gas professionals
The Takeaway
As the internet becomes dominated by visual content, platforms like YouTube are an ideal venue for oil and gas companies to demonstrate their brand, processes and culture. In the meantime, LinkedIn, Twitter, Facebook and Google+ offer oil and gas brands opportunities to connect with other businesses, generate leads and increase brand awareness while decreasing the dollar amount spent on traditional advertising and lead sourcing. Industry-specific discussion forums, such as the Oil & Gas Forum on Topix, are another great social resource where professionals can meet, discuss, and compare notes.
Do you have any favorite social hangouts designed for oil and gas industry professionals? Leave a comment and tell us about it!
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