ESBI blog to help connect with international customers

“While the use of social media by multinational companies is hardly a new phenomenon, more and more organisations are now realising that blogs – and other social media tools – can offer a very cost-effective way to connect with large international audiences,” said Pat O’Doherty, executive director, ESBI.

“Word-of-mouth has always been an important source of business for ESBI because people trust information that comes from other people they know. Because social media depends on personal contacts to pass on information, it has the same effect but on a much larger scale”.

O’Doherty said ESBI had decided to embrace corporate blogging as a way of showcasing its expertise in a more engaging, personal and far-reaching way.

“Because we have a huge pool of expertise in ESBI and are involved in some very interesting and pioneering projects, we’re often asked to present at industry events,” he said.  “Although this is a great way to meet potential clients, it’s limited in terms of reach and can be expensive when it involves international travel.  The blog gives us a new way to connect with our target audiences by allowing us to easily publish and share our views of the industry online – it means we can greatly extend our marketing reach, but at a much lower cost.

“The other benefit of the blog is it gives a more ‘human’ face to ESBI.  All of the entries are written from the perspective of individual members of staff, covering everything from their day-to-day experiences to their opinions on trends and developments in the energy sector.  It also gives us a better insight into our market by allowing readers to respond to blog posts with their own views.”

The ESBI blog will cover topics such as renewable energy, combined cycle gas turbine technology (CCGT), carbon capture and storage, SMART networks, ocean energy, power plant operations and maintenance (O&M) and carbon reduction strategies.