It's Electric!

“A March 2014 Digital Life in 2025 report issued by Pew Internet Project in association with Elon University’s Imagining the Internet Center looked at the Internet’s future. Some 1,867 experts and stakeholders responded to an open-ended question about the future of the Internet by 2025. They said it would become so deeply part of the environment that it would become “like electricity”—less visible even as it becomes more important in people’s daily lives.” 

~ Pew Internet and American Life Project

Today I’m taking the word power more in the utility sense of the word. If the Internet is going to become “like electricity” then it is certainly beneficial that FPL has the proper digital and social media teams in place.

Working this past week with the social team here at FPL, it has become evident that FPL takes social just as important as any other tool in the communications toolbox. The quote above to reinforces the need for all companies to not only have a social team in addition to their traditional teams, but also to provide the resources for the social team to effectively do their job. 

The Internet is so important and experts say it will continue to be a driving force in how companies conduct business. With that being said, social is obviously a major part of what the future of the Internet looks like.

I applaud FPL in its efforts in building its digital and social team. Today I sat in on a social media audit. Yep, that alone should speak volumes to how the Internet has changed the game. Now those who are being audited are held accountable to the social channels each manages on behalf of the company and asked to provide evidence of how it fits into the higher-level communications strategy by showing ROI, fostered relationships, unique users, etc.

I’ve also received a fresh-off-the-press copy of a social media market study that speaks to how with recent technological advances, posts and comments from a single customer can now reach and influence the opinions of an exponentially large universe. 

Of course as a public relations professor, I can’t help but smile when those on the social team are using RESEARCH to ground their assumptions.  In an era of corporate quickness to reach the bottom line, it’s refreshing to see FPL take the time to do the research in order to guide its focus.

In addition, I’ve also sat in on meetings planning for crisis on social while at this fellowship. FPL is ahead of the eight ball here. Recent research by eMarketer claims that many are still missing a strategy for negative social posts. As the Internet continues to become more important in people’s daily lives, it’s probable social will be quick to follow. FPL is part of the 45% of companies that indicate they have an effective plan in place.

As I evaluate my daily life, I see how integral the Internet has become. Similar to electricity, the Internet is not something I spend time in thinking about—that is until it’s not available. Then I desperately look for ways to get it integrated back into my daily routine as quickly as possible!