(Lessons from Water Utility Influencers) 

Last week, we ran a social media training workshop for the amazing influencers at OWASA (Orange Water and Sewer Authority) in Chapel Hill, NC.

The biggest takeaway wasn’t about the latest Instagram Reels hack. It was a reality check on the basics.

• When you’re a public service—like a water utility—your mission isn’t to get “likes.” It’s to build trust before the crisis hits.
• Most brands treat social media as an interruptive broadcast. Utilities (and many B2B/public sector groups) realize they need to use it for proactive connection. They aren’t trying to sell you a product; they are trying to communicate why the water bill is what it is, where the infrastructure dollars go, and how they protect the environment. That requires genuine transparency, not just polished graphics.

If your strategy is to jump on trends without first building the educational and transparent core, you’re missing the point. Start communicating your mission with clarity. The engagement will follow the trust.

A massive thank you to the OWASA team for their energy and commitment to this crucial shift.