MediaCom Beyond Advertising to run e.on social activity

E.On has made its first significant move into social media by appointing MediaCom Beyond Advertising to handle all of its social activity.
The energy supplier is to launch its first Twitter and Facebook channels, but according to head of advertising and brand strategy Catherine Woolfe, it also intends to integrate social media in “every part of the business”, such as customer service.

MediaCom Beyond Advertising’s initial role will be social media monitoring –understanding how E.On is perceived online – but will extend over the next few months to creating and managing social media offerings, such as a Facebook page.

Woolfe said E.On had made the decision to be absent from sites such as Twitter and Facebook until it had the resources and insight to deal with queries and requests from customers.

“As a service business, creating a page on Facebook or Twitter for a piece of marketing isn’t effective because you need to be able to respond to customers looking for your help,” she said.

“Just making a tool or having a presence on these sites for a marketing purpose and not being able to service customers can make for a worse experience than not having one at all,” Woolfe added.

MediaCom Beyond Advertising won the social media account following a competitive pitch, and its appointment extends from parent company MediaCom’s handling of E.On’s overall media planning/buying account, worth £30m.