Makovsky Report: Fracking Is One Of The Three Most Important U.S. Environmental Issues

WASHINGTON, Aug. 4, 2014 /PRNewswire/ -- Makovsky, one of the nation's leading global integrated communications consultancies, released today a new report providing digital insights into the controversial issue of hydrofracturing (fracking).

Survey data in the report shows that 57% of U.S. consumers believe that fracking is one of the three most important environmental issues today. Furthermore, 71% of the survey's respondents say they hear about the issue at least every week and 79% say they hear about it primarily from social media. The survey was conducted between June and July 2014 via social media, leveraging geotargeted Facebook ads to solicit responses, and there were 1600 respondents. 

Understanding that social media has become one of the top sources of public information on fracking, Makovsky found that most of the social conversation is taking place on Twitter from anti-fracking activists and groups. Analyzing 1.3 million Twitter mentions of fracking from January through July 2014, Makovsky found that anti-fracking advocates are generating 2000% more impressions than those supportive of the issue.

Oil and Gas Industry: Social Media for Social License

For companies and associations in the oil and gas space trying to acquire a social license to operate—reflecting the local community's acceptance or approval of a project or presence—effective use of social media is emerging as a critical success factor for resource development.

"One of the most under-utilized (and under-valued) tools for earning a social license in the oil and gas industry is social media," said Andy Beck, Executive Vice President of Makovsky's Energy and Sustainability Practice. "Oil and gas companies that choose to use outmoded tactics, such as massive spending on TV advertising, can expect less than stellar results—only 18% of our survey's respondents say they hear about this issue from TV ads."

To acquire a social license using social media, Makovsky recommends that oil and gas companies do a better job of understanding activists, identifying influencers, looking for and predicting behavior patterns, refining messaging, and creating more shareable content. More detailed recommendations are contained in the full report.

For a copy of Makovsky's Fracking in the Digital Landscape report, visit www.makovsky.com.

About Makovsky
Founded in 1979, Makovsky is one of the nation's leading integrated communications consultancies, focused in energy, financial services, professional services, health and technology. The firm attributes its success to its original vision: that the Power of Specialized Thinking^™ 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. For additional information, please visit www.makovsky.com.

Makovsky Media Contact:
Brian Smith
Makovsky
[email protected]
202-587-5634

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SOURCE Makovsky & Company