Engaging and
Activating Support
Williams emerges as leader in digital realm
As much-needed energy
infrastructure continues to
draw opposition, much of
the debate plays out in the
digital world.
“Increasingly, we
are approaching
pipeline projects
with a campaign
mindset.”
Robert Hatley
Vice President
Communications
& Strategic Outreach
Recognizing this, Williams in 2014 adopted a
new strategy to make sure our message — and
the message of our customers — is heard loud
and clear online.
Since then, we’ve made tremendous progress in
building Williams’ ability to communicate with
key stakeholders through online and digital
platforms. We now stand as an industry leader
in stakeholder communications that integrate
traditional media relations, on-the-ground
outreach, and the use of websites and
social media channels that support the
company’s growth strategy, business goals
and major projects.
But, while we’ve been successful in building
our current capabilities, the ever-changing
external environment requires that we stay
focused on continually enhancing our ability
to communicate with stakeholders. And, in the
current energy market environment, it’s critical
that we find ways to communicate that are
both low-cost and high-impact.
Driving Engagement
an integrated approach of on-the-ground
outreach, media relations and online tactics
to share information, drive engagement and
galvanize support,” said Robert Hatley, vice
president of Communications &
Strategic Outreach.
“We’re positioned like no other energy company
when it comes to our external communications
and outreach capabilities. We’ve built a team
that understands campaigns and is willing to
be proactive and collaborative.”
Two great examples of these integrated
communications efforts are our Atlantic
Sunrise and Pacific Connector projects. These
websites include links to the projects’ social
channels and ways users can show their
support for the projects.
‘Pipe Up’ for Energy
Currently we manage more than 20 social
channels and 13 websites to support the
company and our pipeline projects. In addition
to these channels and websites, in January we
launched our corporate blog Pipe Up, which
serves as the hub for all of our corporate
digital communications.
As our industry’s social media savvy continues
to grow, we encourage our customers, vendors,
employees and other supporters to join us in
using these channels to “pipe up” in support of
energy infrastructure. ■
“Increasingly we are approaching pipeline
projects with a campaign mindset. We include
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CONNECT: A PUBLICATION FOR WILLIAMS CUSTOMERS | VOL. 4, ISSUE 1, 2016