Ontario Energy Board – Competitive Social Listening & Channel Strategy
Helping a public regulator understand, engage, and communicate in a complex digital landscape.
The Ontario Energy Board (OEB) is the independent regulator of Ontario’s electricity and natural gas sectors. Established in 1960, the OEB operates at arm’s length from the provincial government, balancing the interests of consumers, utilities, and stakeholders while ensuring fair, transparent, and evidence-based energy regulation. As Ontario’s energy landscape evolves through conservation initiatives, infrastructure modernization, and increased consumer awareness, the OEB’s role as an information authority has become more critical than ever.
The Brief
Public trust and clarity are essential for a regulator. Yet the digital and social media environment has changed dramatically. Consumers now discuss energy costs, outages, billing confusion, and policy decisions openly across platforms, often without clear, authoritative information entering the conversation.
The OEB engaged Simple Simple to conduct competitive social listening, audience research, and channel analysis, to understand how energy conversations unfold online and how the organization could better connect with Ontarians through the right channels, content, and metrics.
Key goals
Understand how consumers discuss energy issues across social platforms
Assess the OEB’s existing social presence and alignment with its mandate
Analyze peer and comparator organizations to identify best practices
Evaluate channel effectiveness and audience demographics
Provide guidance on channel mix, migration, and content strategy
Define KPIs and content pillars for a scalable social media program
Our Approach
1. Competitive Social Listening & Consumer Insight Analysis
We began with an in-depth social listening program to understand the real conversations happening around energy in Ontario. Using advanced monitoring tools, we analyzed:
- Consumer sentiment around electricity and natural gas
- Common questions, misconceptions, and frustrations
- Topics driving engagement and discussion
- Language, tone, and expectations used by Ontarians
This allowed us to move beyond assumptions and ground recommendations in real, data-backed consumer behavior.
2. Channel-by-Channel Landscape Assessment
Not all platforms serve the same purpose, especially for public-sector organizations. We conducted a critical analysis of major social channels, including X (formerly Twitter), LinkedIn, Facebook, and Instagram, evaluating:
- Audience demographics and behaviours
- Content formats that perform best
- Strengths and limitations of each channel
- The role each platform plays in public information and engagement
Particular attention was given to the evolving role of X, with strategic guidance provided on potential channel migration to ensure reach, stability, and audience relevance over time.
3. Comparator & Peer Benchmarking
To contextualize performance, we reviewed eight comparator organizations, examining:
- Channel usage and audience size
- Content cadence and tone
- Engagement patterns
- Public-facing communication approaches
This benchmarking clarified where the OEB aligned with best practices, and where opportunities existed to improve reach, clarity, and engagement.
4. Strategic Recommendations & Program Design
Based on the analysis, we delivered a comprehensive social media strategy designed for a regulator operating in a sensitive, high-trust environment. Key components included:
- Channel mix recommendations tailored to audience needs
- Clear content pillars aligned with OEB’s mandate (consumer education, transparency, regulatory clarity)
- Creative guidance to balance authority with accessibility
- Defined KPIs to measure success beyond vanity metrics
- A scalable framework suitable for long-term implementation
The strategy empowers the OEB to communicate proactively, respond thoughtfully, and engage more effectively with diverse audiences.
Technologies & Tools Used
Brandwatch
SEMrush
Social Platforms: LinkedIn, X, Facebook, Instagram
Wins for Ontario Energy Board
Clear assessment of the OEB’s existing social presence and alignment with regulatory goals
Deep insights into consumer behaviour and expectations across platforms
Benchmarking against eight comparator organizations
Data-driven guidance on channel usage and potential migration
Defined KPIs and content pillars for a full-scale social media program
A strategic foundation that supports transparency, education, and trust
FAQ
Why is social listening important for a public energy regulator?
Social listening helps regulators understand public sentiment, common concerns, and misinformation, enabling clearer communication and more responsive public engagement.
How does channel strategy differ for public-sector organizations?
Public organizations must prioritize trust, clarity, accessibility, and stability — choosing channels that effectively reach diverse audiences while supporting accurate, authoritative communication.
Does Simple Simple work with government and regulatory bodies?
Yes. Simple Simple has extensive experience supporting government agencies, regulators, municipalities, and public institutions with research-driven digital strategy, analytics, and communications guidance.
