Recent pre-Winter price hikes of over 10% in the UK have put the spotlight on electricity and gas suppliers – and put pressure on their relationships with customers. So for this week’s Sociagility Social Performance Index we have focused on the 26 energy companies serving Britain, according to Which?, comparing them all to see which ones are using social media best to engage and interact.
Our findings show that it’s one of the lesser known brands, Ecotricity, that tops the social charts with the strongest engagement score and an SPI almost five times the average. British Gas commands the highest awareness levels and Scottish Power was the most receptive brand over the week.
Just eight of the 26 companies recorded a Social Performance Index (SPI) score above the average, with overall leaders Ecotricity and British Gas outperforming the rest of the group by a considerable margin. When it comes to Awareness Quotient (AQ) and Engagement Quotient (EQ) scores* however, the two brands show strength in different areas with British Gas having greater awareness (as one might expect) but the lesser known Ecotricity achieving higher engagement.
There is a further contrast a little lower down the ranking. Scottish Power – with a higher EQ than AQ score – is punching above its weight, whereas nPower – with a lower EQ than AQ score – is perhaps relying too heavily on its heavyweight status, with comparatively lower levels of engagement.
At the bottom of the table, a number of brands are struggling to differentiate, despite using all four social media channels analysed. LoCO2 has perhaps the biggest task on its hands if it is to improve its social media performance.