How Twitter can drive energy transition policy advocacy in Europe

10 Sep 2016  by  Dusan Jakovljevic

Twitter community management usually splits between audience building (getting followers) and driving engagement (getting shares and likes). Here we are adding third level: Twitter collaboration - joining forces for collaborative actions for common goal in policy or advocacy.

Since 2010, Energy Efficiency in Industrial Processes (EEIP) has grown its social media outreach to over 100,000 subscribers, establishing EEIP as the global leader in communications on energy efficiency. This summer a revolution in using social media to energise energy efficiency and energy transition communications happened in Brussels. Coordinated by Vattel (one of the founding partners behind EEIP) and Leonardo Energy (European Copper Institute), a fully new method of using social media for energy transition kick-started on 18 July 2016 at CEN/CENELEC.

Collaboration is the foundation for effective use of social media. In order to support EU policies on energy efficiency, renewable energy and energy transition, an active community between associations and organisations committed for energy transition has been established. Twitter for Sustainable Energy (#Tw4SE) group started with interest and involvement of over 40 different sectors and advocacy groups. The first tasks included support and training on effective use of Twitter facilitated by Vattel. Current actions include building up glossary of preferred Twitter hashtags and terminology for the most important energy transition technologies, and establishment of collaborative communication tools.


A response to setting up #Tw4SE community is very encouraging. The initial engagement suggests that we have tapped into the unexpected potential for cross-EU Association collaboration in joint efforts to bring the energy transition to the forefront of the European energy policy. Collaborative use of social media is a step change. 'CoTweeting', exchanging ideas and information should become a best practice in Twitter for policy and advocacy. In developing social media communications strategies, collaboration should be embedded as a potential engine behind the audience building and engagement.

This joining-of-many into energy transition ‘force’ is the major leap forward for supporting, sharing best practices and advocacy of sustainable energy in the European Union. If you are on Twitter and committed to energy transition in Europe, join us by sending a message or a Tweet using #Tw4SE hashtag.


About Dusan Jakovljevic

Dusan Jakovljevic is co-founder and Director of Policy & Communications of Energy Efficiency in Industrial Processes (EEIP). Educated at the London School of Economics, Dusan has been working in EU public affairs and energy policy since 1999 in London and Brussels. Advocating broadest collaborations among energy transition actors, Dusan supports over 40 associations at Tw4SE (Twitter for Sustainable Energy), and is the engagement expert at DecarbEurope (EEIP is one of over 20 members).