Building Public Trust Through Social Media

BUILDING PUBLIC TRUST THROUGH SOCIAL MEDIA

How USAID Connect for Growth is supporting transparency on energy issues in North Macedonia

Energy is an essential part of everyday life, but it is often taken for granted. Without it, we couldn’t turn on the lights or heat our homes. But who is ensuring the lights stay on at affordable prices? And who do you turn to for answers when there is an energy crisis and uncertainty?

In North Macedonia, the Energy, Water Services and Waste Management Services Regulatory Commission (ERC) has played a critical role since 2002 in the country’s journey toward energy security and diversification. The ERC’s independence and market-led commitments have earned it recognition as a regional “champion” of reform across the Western Balkans.

Yet, despite being at the forefront of helping to modernize North Macedonia’s regulation and business enabling environment, there was one area where the ERC recently sought to improve – communications. How could it communicate more effectively and efficiently with the public and consumers regarding critical sector developments that impact its citizens?

The demand to connect was brought into sharp focus by Russia’s invasion of Ukraine—which caused turmoil in energy markets across Europe. North Macedonia faced a growing energy crisis with its citizens trying to understand how they would be affected.

ERC Communications Advisor, Marina Uzunov, notes that “Energy is a complex matter which is often reduced to seemingly simple needs like: is there gas for cooking and heating and is there electricity in my flat … All of these basic needs which are essential for modern life were called into question [in North Macedonia] by the war.”

ENGAGING DIRECTLY WITH CONSUMERS THROUGH SOCIAL MEDIA

To help, the ERC turned to the USAID Connect for Growth (C4G) project and its local partner, Progressiva PR & Media for support. The team quickly jumped into action by assessing the ERC’s existing communications channels and strategic approach. While the ERC had prioritized openness and transparency as an institution, an area where its approach remained underdeveloped was social media.

Given that news cycles and information are disseminated in nanoseconds and are largely driven by digital and web-based communication, C4G recommended the ERC focus on building its social media presence to better engage with consumers and the public.

Prior to C4G support, the ERC did not have a Facebook page or LinkedIn profile and only had limited content on its YouTube channel. This made it difficult for the ERC to regularly and effectively communicate with consumers and the public on topical energy issues, including the energy crisis, tariffs, and winter heating.

Together, C4G helped the ERC establish an improved social media presence through:

+ Creating a Facebook page and LinkedIn profile
+ Developing social media templates
+ Refining and target its messaging
+ Producing short videos and motion graphics
+ Establishing a regular posting calendar.

A TRUSTED SOURCE OF INFORMATION

By developing its social media presence and expanding its visual content (videos and infographics), the ERC now engages early and often with a large and diverse audience to deliver its energy and regulatory messages. Its social media platforms also provide the ERC with a virtual public forum for enhanced discussion and consumer interaction.

These efforts are paying off—since the launch of ERC’s Facebook and LinkedIn accounts, the ERC has gained over 6,500 followers and garnered over 230,000 impressions through an organic social media strategy.

However, through social media the ERC has gained more than just followers – Uzunov notes the Commission has become a trusted source for energy-related information. “The cooperation with USAID and C4G together with Progressiva PR & Media came at time when it was especially important for the public to receive up to date information,” explained Uzunov. “This cooperation resulted in raising the profile and positive image of the ERC as a trusted public institution – we are now thought of not only as a team of regulatory professionals but experts who are committed to transparency and integrity.”

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USAID Connect for Growth (C4G) is helping countries in Eastern Europe and Eurasia diversify their energy sources and secure a more reliable and sustainable energy supply. Implemented by RTI, this five-year project is part of the U.S.-Europe Energy Bridge, an initiative to improve European energy security by connecting partners in the region to American investors, technology, and expertise. These linkages create a path to more reliable, affordable energy for businesses and consumers and promote integration with regional and global energy markets—empowering partners to break free from the energy and financial traps that produce insecurity and instability. This foundational work will lead to a more secure Europe and accelerate a just and secure clean energy transition for the region.