As social media adoption continues to grow, utilities of all sizes are recognizing the impact these new services can have on their marketing, communications, and business strategies. 

According to a new white paper from Pike Research, about 57 million customers worldwide used social media to engage utilities in 2011 and that number is expected to rise to 624 million customers by the end of 2017.

While some utilities have already seized on the opportunity that social media offers, others remain on the sidelines. Awareness of the benefits that utilities can garner by using social media services to communicate with end users – such as keeping customers informed about pricing and billing changes, educating customers about new products and services, and allowing for a more engaged relationship with customers – is on the rise.