Gaining a social license to operate has created challenges for some oil and gas companies across the world, especially when it comes to use of hydraulic fracturing in some communities.

A recently released survey says that the oil and gas industry is underutilizing a tool that could help in spreading information about company plans, gauging the public’s concerns and responding to those concerns.

Results from public relations firm Makovsky’s survey reveal that a large portion of the fracking conversation happens on social platforms that are dominated by anti-fracking groups and individuals. The survey, conducted between January and July 2014 via social media that leverages geotargeted Facebook ads to solicit responses, shows that:

  • 57% of U.S. consumers believe that fracking is one of the three most important environmental issues today;
  • 71% of the survey’s respondents said they hear about the issue at least every week; and
  • 79% said they hear about it primarily from social media.

Of the approximately 1.3 million mentions of fracking on YouTube, Reddit, Google Plus, Facebook and Twitter, most were on Twitter with about 1.2 million mentions between Jan. 1 and July 10, 2014.

Effective use of social media has emerged as a critical success factor for resource development, Makovsky said.

“Companies need to understand that communications is no longer a one-way street—talk with them, not to them. With the emergence of social media and digital news, community members, activists and potential customers can all interact with any industry—in real time,” Andy Beck, Makovsky’s executive vice president, energy, said in a emailed response to Hart Energy. “Every situation is different, so decisions to use social media for communications cannot be generalized. However, social media should almost always be used to gather information and learn more [about] your audiences and determine the best way to communicate, educate and collaborate.”

The firm said that oil and gas companies still spend lots of money on TV advertising in the fracking battle, and this tactic still has value but it is not the only tool in the toolbox.

“Our survey shows this is not where Americans get their information,” Beck said. “In cities close to fracking operations, only 25% of our survey’s [respondents] say they hear about the issue of fracking from TV ads—18% nationwide, while 80% hear about the issue through a combination of internet news and social media—77% nationwide. Clearly, the oil and gas industry has to embrace the digital age to win the hearts and minds of the public.”

Makovsky offered some recommendations to help oil and gas companies acquire a social license using social media, understand activists, identify influential factors and predicable behavior patterns, refine messages and create more shareable content. These included:

  • Develop social listening programs;
  • Join the conversation on social media to gain insight and tailor messaging and content;
  • Proactively monitor situations and use crisis communication when appropriate;
  • Increase social followings and share compelling content more often; and
  • Provide factual and interesting information.

While the survey only covered the fracking in the U.S. digital landscape, Beck said Makovsky tools are capable of capturing and analyzing conversation in 27 languages.

“Internally we are tracking events across the globe; for example, we’re closely monitoring the situation in Pungesti in Romania,” Beck continued. “The social listening capabilities that we used to gather the information for this particular report can be utilized across a broad range of energy topics. We are currently working on a handful of surveys and reports for clients—stay tuned for our next report.”