Pike Research has put out a report on social media and utility companies. In the report, they forecast that approximately 57 million customers worldwide will use social media to engage utilities in 2011, a number that will rise to 624 million customers by the end of 2017. They go on to forecast that Utility spending on social media will increase to $317 million in 2017, from about $195 million in 2011.
“Social media is a tricky play for utilities, as it is for other industries unaccustomed to such a transparent and uncontrolled form of communication with customers,” says senior analyst Neil Strother. “But there are ways to use the new social channels that benefit both the utility and the customer.”





