When we first starting working with E.ON demonstrations outside power stations and offices a regular occurrence, they had little resource to sustain a credible dialogue and brand team based in Germany – a country that’s 5 years behind the UK in social media terms. They were more than aware of the need to show stakeholders that were listening and responding to their concerns, but the world of social media seemed a pretty daunting place for them.
So we came up with the Issue Tracker – a real time search application that aggregates ongoing conversations around E.ON’s material issues. It searches the web, Facebook, YouTube, and Twitter, ranking the most talked about issues and displaying the most recent. Let’s say you we’re interested in an article on Renewable energy published on the Guardian, you can use the Issue Tracker to see what other people thought about it even if there comments were posted on Twitter or Facebook. Alternatively you could use it find for the most talked about blog posts right now on ‘clean coal’, view them at the source and use the issue tracker banner to navigate back to the application. It also allows E.ON to respond to what’s being talked about and gives a break-down of where the conversations are happening. It’s a good way for E.ON to show they’re listening while they are busy formulating their social media strategy.