In 2015 Missouri American Water, a subsidiary of American Water, engaged TKG to assist with social media management and community outreach. Each subsidiary of American Water is responsible for their social media presence, and Missouri American Water quickly realized that they did not have the time or the expertise to communicate effectively with their customers.
After conducting a social audit of the company, we saw that the only content being published on their channels was content that dealt with service outages. Customers also were only engaging with the company when they had a complaint. This caused most of the interactions with customers to be negative. Our strategy was to position Missouri American Water as a member of the community that provided a valuable service and a helpful experience. We began creating content that showcased the work the company was doing in the community and how it benefited each customer.
Some examples include:
Over the past 4 years, the perception of Missouri American Water among its customers and the community. Missouri American Water now has one of the top social media presences out of all of American Water subsidiaries.