RE­TURN ON IN­VEST­MENT

With in­for­ma­tion mov­ing at the speed of so­cial me­dia, meet the cor­po­rate rapid re­spon­ders who are mak­ing the on­line world safe – and prof­itable – for en­ergy com­pa­nies

Alberta Oil - - CONTENTS -

Per­spec­tive Re­search and In­sight is a strat­egy firm that helps en­ergy com­pa­nies get up to speed on new me­dia, pro­tect­ing and pro­mot­ing their brands in the process

IT’S NO SE­CRET THAT THE OIL IN­DUS­TRY’S REP­U­TA­TION ON

so­cial me­dia isn’t ex­actly a good one. But if that is still un­known in some quar­ters, well, the prin­ci­pals at Per­spec­tive Re­search and In­sight are set­ting out to change that. Rafael Lopez, a for­mer se­nior ad­vi­sor at En­bridge Pipe­lines, and Shirley Blun­dell, a com­mu­ni­ca­tions and mar­ket­ing ex­pert who got to know the en­ergy sec­tor dur­ing a stint at Shell, cre­ated their firm in late 2014 with the ex­press pur­pose of help­ing oil and gas com­pa­nies bet­ter un­der­stand and nav­i­gate the new me­dia land­scape. It’s one in which di­rect en­gage­ment is par­tic­u­larly im­por­tant. “I think in­dus­try needs to come around to un­der­stand­ing that they can only hide from so­cial me­dia for so long,” Lopez says. “Even­tu­ally, ev­ery­one’s go­ing to have to put their skin in the game in so­cial me­dia, and rec­og­nize that when some­one tweets at you they ex­pect you to tweet back.”

Un­der­stand­ing and em­brac­ing the give-and-take of so­cial me­dia is crit­i­cal, Blun­dell says. “That’s the dif­fer­ence with so­cial me­dia – it’s two-way com­mu­ni­ca­tion. That’s

RAFAEL LOPEZ, MAN­AG­ING PART­NER AT PER­SPEC­TIVE RE­SEARCH AND IN­SIGHT, HELPS EN­ERGY FIRMS NAV­I­GATE THEIR BRANDS AND MES­SAGES IN NEW ME­DIA

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