2. executive summary
SOCIAL MEDIA FOR SOCIAL LICENSE
One of the most under-utilized (and under-valued) tools
for earning a social license in the oil and gas industry is
social media, which encompasses a whole range of online
communications tools and platforms for creating and shar-
ing content, including messages, photos and videos. Social
media users can quickly and easily organize themselves
into communities linked by shared interests and tsimply
gain access to a wealth of data about a company or industry.
Accordingtothe2013PewResearchInternetProject,73%of
online adults use a social media or networking site of some
kind, and more than 4 out of 10 respondents report using
multiple social networking sites. Analyzing fracking social
media mentions from January to July 2014, we found that
most of the conversation around fracking is taking place on
Twitter from anti-fracking activists and groups.
These anti-fracking individuals and groups are not just
organizing and energizing the opposition, they’re doing it
in ways that neutralize the oil and gas companies’ bigger
budgets.
DIGITAL TRUMPS TV ADVERTISING
Companies that choose to fight the fracking battle with out-
moded tactics, such as massive spending on advertising,
can expect less than stellar results. TV advertising still has
value, but today it’s a tool, not the whole tool chest. In fact,
only 25% of our survey’s respondents say they hear about
this issue from TV advertisements, while 77.8% say they
hear about it from digital and social media.
Activists have stretched their modest budgets by focusing
on more productive social media initiatives — including
content-rich micro sites, Facebook, Twitter and YouTube —
to provide succinct talking points to the members of their
communities and add urgency to their messages. These
groups and individuals have used digital and social media
to amplify their message, attract new followers and mob-
ilize these individuals — making it difficult to achieve a
“social license to operate.”
Entering the rough-and-tumble digital and social sphere
requires not only new technologies and networks, but a
new organizational mindset as well: a mindset that is open
to collaboration and interaction.
facts matter
Google the word “fracking” and the very first entry is an
activistsitecalled“DangersofFracking,” whichreferences
the movie, Gasland, and urges readers to “help support
the FRAC Act.” Meanwhile, here in the real world, the
price of gas and oil are down; America is experiencing
its first new industrial build in 40 years; and energy
independence is more than just a pipe dream. There
is simply no way America is going to turn away from
natural gas.
All the devices, websites and platforms that support
social media produce a tidal wave of data. With the
help of detailed analytical tools, a company can better
understand activists, identify influencers, look for pat-
terns, refine messages, and fine-tune content on the fly.
Using the survey results as a starting point,
Makovsky further explored the issue of fracking
in social media. Social media conversational data
was segmented and filtered using several sophis-
ticated analytical techniques to identify trends
and make comparisons.
Here are some of our findings as well as commun-
ications recommendations for the oil and gas
industry:
1. There were approximately 1.3 million mentions
of fracking from January to July 2014.
RECOMMENDATION: In order to gain valuable
insights about audiences and conversation
drivers, companies must develop social listening
programs.
2. The dominant conversation drivers are the
environment and legislation.
RECOMMENDATION: To connect with audiences
and shape the conversation, companies must use
the insights gained through social listening to
tailor their messaging and content.
3. An extremely high volume of industry share
of voice is derived from negative viral stories.
RECOMMENDATION: Companies must proactively
monitor for these situations and crisis communi-
cations should be applied when appropriate.
4. Anti-fracking groups are generating 2000%
more Twitter impressions in the U.S. than
supporters.
RECOMMENDATION: The industry must increase
their social followings and share compelling
content with more frequency.
5. Anti-fracking individual activists are having
a significant impact at the local level.
RECOMMENDATION: The industry must empower
individuals with factual and interesting informa-
tion, and make it easier for them to share it to
influence opinions.
DEEP EXPLORATION
AND RECOMMENDATIONS
In the U.S., 38% of people
say they hear about
fracking through social media;
41% say internet news.
In the U.S., 71% of people
say that they hear about
fracking every week.
Hydrofracking (fracking) continues to be a polarizing issue for many Americans. A comp-
rehensive survey on fracking conducted from June to July 2014 by Makovsky, one of the nation’s leading
integrated communications consultancies believe that fracking is one of the most important environmen-
tal issues today. Furthermore, the majority of our survey’s respondents (71%) say they hear about the issue
every week.
For companies and associations in the oil and gas space, a social license to operate — reflecting the local
community’s acceptance or approval of a project or presence — is emerging as a critical success factor for
resource development. A social license is not something you acquire by filing an application and paying
a fee. It takes more than money to win the hearts and minds of the communities in which you operate.
It takes responsible, ethical behavior; good relationships with all stakeholders; and timely, effective, forth-
right communications.
It can be a scary process, ceding power to an outsider —
especially an opponent — but people are open to conver-
sations and new ways of looking at the world. Talk with
them (not at them) and most will listen…and some may
pass along a different point of view.
THE DIGITAL OPPORTUNITY
Public attitudes about fracking are still in flux. In New
York, our survey found that about a third of the public has
never heard of fracking. In Ohio, almost three-quarters
favor waiting on making up their mind about fracking
until more studies are done. And in New York, Colorado
and Texas, survey respondents agree that there should
be more regulations that ensure energy companies are
using fracking in a safe and responsible manner, but they
also agree that the process can be done in a safe and
responsible manner without harming the environment.
The information flow has irrevocably changed: from the
traditional one-way “push” model common to traditional
media to a new multidirectional “pull” model, in which a
company and its stakeholders are on a more equal footing.
Nowistheperfecttimetoeffectivelyusedigitalandsocial
media to acquire that precious social license by commun-
icating the true story of fracking and how it will transform
our world.
makovsky.com
3. INSIGHT: The environment is the top concern.
environment america’s energy needs dependency on foreign oil
job creation + the economy energy costs dependency on fossil fuels
Q. Is fracking one of the most
important environmental
issues today?
Q. Are energy needs one of the
most important issues today?
what are your biggest concerns about frackinG?
how DOES the entire country feel about fracking/energy?
43%
13%
57% 87%
yes no
yes no
u.s. fracking cities
social media print news television ads
38%
30%
25%
34%
27%
18%
INSIGHT: Only 25% of our
survey’s respondents hear about
this issue from TV ads, while
77.8% hear about it from digital
and social media.
almost never monthly basis every week just about every day
where do you
hear about frackinG?
INSIGHT: The majority of respondents hear about
the issue every week.
Our survey was delivered via
social media, specifically lev-
eraging geotargeted Facebook
ads to solicit responses. There
are two sample sets. The first
is from a group of respondents
that live in one of nine areas
where shale gas is produced
or is currently being debated.
The second is from respondents
that do not live in one of these
areas (anywhere in the US) for
comparison. In total there were
1600 respondents, 1205 of them
are from the nine fracking areas.
HOW OFTEN do you hear about frackinG?
methodology
u.s. fracking cities
u.s. fracking cities
Television NEWS internet news
makovsky fracking tracking survey
15%
20%
30%
31%
53%
42%
52%
43%
35%
40%
29%
10%
denver, co
el paso, tx
fort collins, co
bismarck, Nd
charleston, WV
pittsburgh, pa
albany, ny
Pierre, sd
midland, tx
location of fracking cities
makovsky.com
4. REDDIT
3,300
google plus
3,881
INSIGHT: The dominant conversation drivers are
the environment and legislation.*
*407k mentions nationally, 14k in Colorado
INSIGHT: Anti-fracking groups are generating
2000% more impressions in the U.S. and 430% in
Colorado.*
* 143k nationally, 4780 in Colorado, Data from 20 most
active accounts
INSIGHT: Anti-fracking individual activist are shaping the conversation and
have a significant impact at the local level.*
*3,916 anti vs 392 pro mentions, Data from 20 most active accounts
conversation drivers
twitter share of voice
individual activists on twitter
anti-fracking pro-fracking
u.s.
u.s.
Colorado
Colorado
Colorado
0 25 50 75 100
legislation economy/jobs environment
energy costs lawsuits climate change
energy independence accidents/safety
anti-fracking pro-fracking news
social listening: u.s. and colorado
1,322,000
Mentions
INSIGHT: Approximately 1.3 million U.S. fracking mentions were analyzed
from January 1st to July 10th, 2014—the majority coming from Twitter.
social listening
twitter
1,192,807
facebook
122,387
anadarko
bp america
chesapeake energy
chevron
conocophillips
devon energy
dte energy
encana
exxon mobil
marathon oil
occidental
shell
southwestern energy co.
williams energy
0 20 40 60 80 100
youtube
3,300
video
twitter
media
general
forum
facebook
blog
energy company
social share of voice
INSIGHT: A large
portion of the fracking
conversation happens
on social platforms,
reinforcing Makovsky’s
survey results.
makovsky.com
5. Founded in 1979, Makovsky is one of the nation’s leading integrated communications
consultancies, focused in energy, financial services, professional services, health and tech-
nology. The firm attributes its success to its original vision: that the Power of Specialized
ThinkingTM
is the best way to build reputation, sales and fair valuation for a client. Based in New
York City and Washington, D.C., the firm has agency partners in more than 30 countries and
40 U.S. cities through IPREX, the second largest public relations agency partnership, of which
Makovsky is the founder.
Makovsky's energy communications experts
have an extraordinary record of success help-
ing energy clients achieve their business
goals. That's because we understand energy
on a deeper level. Our energy practice is led
by Andy Beck, former head of public affairs for
the U.S. Department of Energy, and our staff
has decades of experience working with com-
panies just like yours.
We hope that you enjoyed some of our digital
insights into the issue of fracking. The data
presented in this report is a subset of the actual
data collect and analyzed.
To learn more about our findings and
Makovsky’s advanced social media analytical
capabilities, please contact Andy Beck.
Andy Beck, Executive Vice President, Energy
202-587-5634 abeck@makovsky.com
1425 K Street NW, Washington, D.C. 20005
contact
makovsky energy
makovsky.com
