The document discusses how utilities can use social media to build awareness of their brand and services. It explains that exhibiting "social proof" through others sharing content via word-of-mouth, reviews, and endorsements influences customers by easing concerns and reinforcing norms. The document provides examples of how the City of San Marcos used social media messages about saving money and being environmentally responsible by using fans to influence customers. It recommends that utilities provide interesting, practical information to inspire emotions like pride and awe in customers to motivate them to share content online.