1. My feeling is that they were perhaps unwise (certainly brave) to host a Twitter Q&A. Brands such as utilities are important to consumers (because they take a lot of money from them) but don’t generate particularly positive emotions – and indeed are only likely to generate emotions when things go wrong. They will therefore find it hard to engage in a positive way with consumers via social media and should perhaps limit themselves to being reactive.

    This blog post (excuse the self promotion please) explains this idea in a little more detail:

  2. Thanks Jeremy and I think your reasoning is sound, though I wonder if BG may too often stray into the high emotional bracket given people’s frustrations over customer service, pricing etc. Hence, there may be scope for them to find the right topic, but its unlikely to be tied direct to their product/service offer. I also think it was a poor move given the din in Westminster over energy pricing, which presumably BG would have seen coming. Of course, you could also suggest this was a clever move as it played nicely into the subsequent political debate by suggesting the price increase was not in their hands. A disingenuous thought, I appreciate! BTW, I like your planning model and think it applies well to social media.

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