As oil and gas industry news consumers, social media feeds are saturated with the latest insights including; contract wins, exploration projects, decommissioning plans, oil price fluctuations. With a tweet having the lifespan of just 18 minutes, messages can get lost, making it difficult to take it all in. So, what makes an oil and gas social media account stand out? Claxton’s marketing team have selected five of our favourite channels from big operator names and in this blog, we explain what we like so much about them and why you should be following their news.
1. BP - STaying true to their heritage
With operations all around the world, BP are a global energy provider who are focused on moving with the times and shifting towards new technologies. BP’s goal of helping to meet the world's need for more energy, whilst also reducing carbon emissions, really comes through in the content that they post and share. For such a large operator, their news feed is personable and encourages interaction; for example, they often conduct polls or share offshore photos and ask the audience to guess where they were taken. Not only do BP post some great content of their own, they share useful industry insights, appealing to a wide range of audiences, from the supply chain to job seekers.
Why we love it: Founded in 1909, BP have a strong heritage and have seen changes in the industry from coal to oil, from oil to gas, from onshore to deep water, and now onwards towards a new mix of energy sources. BP’s content conveys movement towards new technologies whilst drawing on the experiences and industry defining projects which are the story behind where they are in today’s market. We particularly like the heritage content on BP’s website.
2. SHELL - focus on THE people
With over two million LinkedIn followers, Shell’s social media presence is predominant within the energy market. As with many of the larger operators, Shell have subsidiary social media accounts for regional entities, but the corporate account centralises their global operations by cherry picking the best mix of news including; latest industry technologies, strategic insights into Shell’s operations, inspiring the next generation of engineers and project updates. By using their people to communicate through a series of speeches, podcasts and case studies, the energy giant successfully gives an insight into the global workforce that are key to their business.
Why we love it: Through 2018 Shell is celebrating its 50th anniversary of operating in the North Sea and has released some exclusive footage to support this. Our favourite post from Shell so far this year is the ‘360 virtual tour of life on a rig’. In the immersive video published by BBC News, one Shell worker takes you around the Shearwater platform. The user can control the camera - look up, down, and around, and experience life on an oil rig; a great resource for those who hold onshore roles within the industry.
3. equinor - for the next generation of engineers
For Equinor, 2018 has been a year of change and moving towards the future. Formerly ‘Statoil’, the name change earlier in the year supports the company’s strategy and development as a broad energy company. The name Equinor is formed by combining “equi”, the starting point for words like equal, equality and equilibrium, and “nor”, signalling a company proud of its Norwegian origin, and who wants to use this actively in its positioning. With the strapline of ‘shaping the future of energy’ we believe that Equinor are the ones to watch if you are a young or aspiring engineer.
Why we love it: Equinor are developing and so is their social media content. With a clear focus on moving forwards through digitalisation, and inspiring the next generation of engineers, their news feed will certainly appeal to those who are looking to break into the industry. We particularly admire the work Equinor are doing to build on children’s natural curiosity in Science, Technology, Engineering and Maths (STEM) to ensure long lasting engagement. Equinor believes that innovation is the key to unlocking the door of future value creation and the Young Imagineers competition, where young people are asked “what one invention would you create to make tomorrow’s world a better place?”, is just one example of this work.
4. conocophillips - communicating core values
ConocoPhillips are guided by their SPIRIT Values — Safety, People, Integrity, Responsibility, Innovation and Teamwork — delivering strong performance, keeping promises to stakeholders, communities and one another. These core values shine through in the company’s social media feeds. ConocoPhillips’ recent posts are a mix of new technology developments, sustainability and influencing the next generation of engineers, which are in line with general industry trends.
Why we love it: Sustainability is a prominent theme running throughout ConocoPhillips’ website and social feeds. We like the way that this theme has been integrated into the variety of content that they share including; reports, videos, and infographics. The people and heritage of ConocoPhillips are also featured regularly on their social feeds which is something that Claxton places importance on as a business and we like to see this on a large operator scale.
5. total - encouraging interaction
Total are the fourth largest international oil and gas major, with operations in more than 130 countries. Their industrial expertise in transforming oil and gas, which helps to produce a wide range of everyday items such as cars, packaging and household appliances, is a theme running through Total’s online content. Since the acquisition of Maersk Oil earlier in the year, which allowed the Group to reinforce its existing leading positions in the UK and in Norway, as well as to enter Denmark, making Total the second-largest operator in the North Sea, in turn has strengthened and added value to their social media presence. With a clear commitment to sustainability and harnessing new technologies, Total’s social platforms promote a variety of interactive posts, technology insights and strategic innovations.
Why we love it: Total’s LinkedIn content has a personable feel and really engages with the audience, which is something not always seen on major corporate profiles. They have been running a quiz called ‘what's my job’, where they outline the responsibilities and give some visual clues using an infographic; the response has been great and has engaged an audience from a variety of countries and job roles. Total post other questions and challenges regularly to keep their fans on their toes. By also using LinkedIn as a platform to attract potential new talent, the audience gains an insight into the team behind the name and the inspiring work they are doing around the globe through video, case studies and the emphasis of a diverse workforce.
claxton on being industry thought leaders
Claxton have been providing oil and gas industry insights through our blog since 2014, and over this time have created a knowledge hub covering topics relating to the full life of field, whilst drawing on current industry news, developments and reports.
Andy Norman, Head of Brand and Marketing, Claxton said; “Claxton have become thought leaders within the industry through our blog, which attracts a variety of readers within the industry including representatives from major operating companies and members of the supply chain. Our blog and social media channels aim to bring together a mix of industry news, latest technology insights, product information and an exclusive ‘behind the scenes’ look at what we do here at Claxton. By combining these elements and channelling the knowledge and experience of our engineering experts, we believe that we give our audience a variety of relevant content all in one place.”
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