What role play social media in the energy transition?

“Social media is totally changing the dynamic of running campaigns”

Al Maiorino,
President of Public Strategy Group, Inc

Al Maiorino started Public Strategy Group, Inc. in 1996. He has developed and managed multiple corporate public affairs campaigns in a variety of industries such as gaming, cable television, retail development, power plant/wind farm projects, and housing/residential projects. Al received his BA in political science and an MA in American Studies from the University of Connecticut. I talked to him about the role of social media in the development of renewable energy and how it influences people’s opinions.

How important is the role of social media for renewable energy companies and organisations?

The role of social media is crucial for all companies today, not just renewable energy companies or groups.  With a higher and higher percentage of the population on the internet, social media sites, and reading news online versus print, social media will only continue to be critical.

What personal advice would you give to a business or to an organisation to win the hearts and minds of people for a renewable energy transition?

For those that question climate change, or those that do not feel the need to have renewable energy versus coal or oil, I would give this advice:  Regardless of where you live, how you vote, what you feel, it is always better to breath in clean air versus unclear air. Therefore transitioning to renewable is important for this reason alone.

How do you use social media to engage the community in energy efficiency projects?

We often create twitter and facebook accounts for each project, and this allows us to reach a large swath of people to communicate and spread messages very fast.

Do you have some examples in mind of companies or organisations in renewable energy that are really good at using social media?

I think the American Wind Energy Association (AWEA) has a great digital platform for lobbying, communications and outreach (www.awea.org).

Beside global exposure, how can social media help a renewable energy company to grow?

Companies can grow locally when they announce new projects. From the streets, to the cities, to the states, to the countries. Social media allows you to target at the micro level, as well as the macro level.

What is the potential of social media in terms of impacting public affairs campaign? 

I have been running corporate public affairs campaigns for over 20 years, and I can tell you that social media is totally changing the dynamic of running campaigns. The potential continues to grow every day.