If you’ve been a reader of Pumps & Systems over the last couple years, chances are, you’ve seen the Northeast Ohio Regional Sewer District (NEORSD) featured in our pages a time or two. The sewer utility has set a standard in the industry for how to leverage social media to bring wastewater and its concerns to an online audience.
Whether it be parody Taylor Swift album covers for their wastewater department or reviews of Barbie bathroom playsets, NEORSD has struck the perfect balance of providing entertaining content while still being informative. We had the opportunity to talk to some members of their Communications Team—Jennifer Elting, senior manager of community and media relations, and John Gonzalez, communications manager—about how they bring the world of wastewater to the general public and their advice to others in the industry looking to improve their social media presence.
First off, how are you so funny all the time?
We’re a sewer utility. In our line of work, a sense of humor goes a long way and that has proven to be an important element of our social media. Our leadership has granted our team the creative freedom to help us meet customers where they are, and wherever that is, there is an opportunity to both laugh and learn. Our accounts have a common voice and we have a good sense of the platforms, trends and expectations that increase the odds of a joke hitting the right tone. Behind every pun or one-liner is a good sense of timing and responsiveness that help build trust with our followers.
What are some of the biggest misconceptions about wastewater treatment that you encounter from the public?
The general public really doesn’t understand where their water comes from and where it goes, and we find this is especially true for wastewater utilities. Everyone uses water every day, but it gets flushed down the toilet or washed down the drain and it just simply “goes away.” As an underground utility, we’re unseen and, therefore, out of mind. Our social media has helped make our work more visible, accessible, relatable and even shareable.
What made you feel like social would be the right place to engage, and how do you balance technical information with approachable content to ensure broad public understanding?
Our social accounts began taking shape in 2009 as we were developing our first official communications and community relations strategic plan. We wanted to increase our ability to connect with customers and social media provided us a unique opportunity to engage like we hadn’t before.
We create content knowing how people consume it. We don’t lead with complexity. We try to pique curiosity, join a conversation or show a connection with something people care about. The more content connects with personal experience, the more likely it is for us to build a relationship because our content is relevant and relatable to them.
How do you think the industry should engage with the public about wastewater on social?
Everyone uses our service. They are connected to it. It exists for countless miles under their feet. It’s so interwoven with their daily lives that they don’t even think about it. So, the first thing to do is find creative ways to make them want to think about it.
Outside of social media, how should the industry spread awareness about the importance of wastewater treatment and also how they are impacting wastewater?
It is critically important for our customers to understand who we are, what we do and why it is important. And that takes a lot of diverse outreach offerings and opportunities for them to engage with us: social media, a responsive customer service department, public meetings, community events, print and digital media and more. Dedicating resources to support that effort is critical.
What are some of the most innovative strategies you’ve used to make wastewater topics more relatable to the public?
Start with what the customers care about. It’s easier for us to make a connection in their worlds than for us to expect them to leave their worlds to enter ours.
Be responsive. Demonstrating you value your customers’ time reinforces they are what make your work possible.
Be aware of the trends. As a utility, we can make connections to any topic people talk about because our services touch every aspect of their lives. Even if they aren’t customers of ours, they have a utility near them that is doing the same work every hour of the day.
What future trends do you see in wastewater awareness and public education?
Evolving and emerging social media platforms. Facebook, Twitter/X and LinkedIn have long been standards, but new platforms can sprout up quickly. Expanded use of video for education and engagement as well, which will require communication teams to commit resources for creating that content.
Any challenges in wastewater that people aren’t talking about enough?
The cost of wastewater treatment and stormwater management. Also, recruitment. There are jobs open in water and wastewater utilities around the country and there are opportunities in so many fields within the industry.
What’s a tweet you’re most proud of?
This is always a tough one to answer. Generally, posts that generate an emotional response. Something that makes people laugh, appreciative or even cry. We’ve had all of the above. For a utility to generate emotions that aren’t frustration or empathy is something that just doesn’t happen very often.
What advice would you give to other utilities or OEMs and distributors looking to improve their social media presence?
Be willing to experiment with content.
Spend time with employees. They have the stories and experiences that should be at the heart of your content.
Be willing to engage. Not all exchanges will be fun and funny. Customers on social will be any combination of emotions that might make a utility hesitant to start a back-and-forth. But if you can find common ground, even with dissenters or disagreeable users, it might open a door for a new connection.
Where can people follow along?
You can find all of our social media channels at linktr.ee/neorsd.
