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National Energy Assistance Directors' Association

National Energy Assistance Directors Association

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Social Media

Social media can be a powerful outreach medium for getting the message out about LIHEAP and National Energy Assistance Day. Stakeholders are encouraged to utilize whichever platforms they currently use: Facebook, Twitter, Instagram, Linkedin, TikTok, YouTube, etc. to share messages about National Energy Assistance Day.

We encourage stakeholders to use our two hashtags for the campaign: #NationalEnergyAssistanceDay and #KeepTheHeatOn

Tips and Tricks

  1. Always end the social media post with a call to action. For this campaign, that may mean simply including a link to your state’s LIHEAP application site. Link the post to the national campaign using our hashtags: #NationalEnergyAssistanceDay and #KeepTheHeatOn.
  2. Use your local branding and contact information, when possible. National organizations can link to www.neada.org/billhelp to direct people to the national LIHEAP hotline and directory of local agency contacts.
  3. Use images. Draw people in with graphics, photos of families you have served, and the branding of your organization. Funny images and memes can also grab people’s attention.
  4. Keep text short and sweet, and use links to convey more detailed information. Short videos can also be instructive, but stay away from long presentations.
  5. Be specific. Include program application deadlines, maximum income eligibility levels, and other program basics that will help people understand what LIHEAP is.
  6. Consider using client testimonials, either in video or written form, to highlight the impact your program has had on local families.
  7. Make your messaging inclusive of non-English languages used by the population you serve. If possible, post translated messages to increase accessibility for groups who don’t have English as their first language.
  8. Use your local networks and contacts, especially those ones with wide reach, such as sports teams, local celebrities, and faith-based and community groups to promote #NationalEnergyAssistanceDay. It could be as simple as having the contact reshare what you have posted for the campaign on social media. The more shares, the better! You can also “tag” other stakeholders on social media using their handle, to create traction and grab their attention.
  9. Be creative! Past LIHEAP agencies have done internet challenges, made songs, provided step-by-step application instructions, and done interviews with recipients and administrators.

While Facebook, Twitter, Instagram, TikTok and other social media platforms differ in their presentation and usage, they share similar characteristics. Their overarching similarities allow you to easily repurpose messaging templates across platforms. On Facebook, Twitter, and Instagram you can share photos, videos, and text. TikTok and YouTube are primarily for video content, with some text description. The Pew Research Center has published an article on which demographics tend to use which social media sites. You may want to consider which populations you want to reach when selecting a platform.

Templates for Facebook, Instagram, Twitter, and Linkedin

Post any of these sample texts (with personalized information!) alongside graphics on Facebook, Instagram, Twitter, and/or LinkedIn:

  • Today, (stakeholder name) is celebrating #NationalEnergyAssistanceDay! Learn about energy assistance services in our community here: (insert link) #KeepTheHeatOn
  • (agency name) is celebrating #NationalEnergyAssistanceDay! We are proud to administer energy assistance in (state name). The application deadline for this winter is (date). Households with income under (maximum income) may be eligible. Click here to find out if you can get help: (insert link) #KeepTheHeatOn
  • #KeepTheHeatOn with energy bill assistance from (agency name) this #NationalEnergyAssistance Day. Click here to find your local energy assistance agency: (insert link)
  • Are you a customer of (utility name)? Do you need help paying your energy bills? Visit (insert link) to see if you’re eligible for energy assistance and learn how to apply! #NationalEnergyAssistanceDay #KeepTheHeatOn
  • Over (number) households in (state name) received energy assistance last year, helping them #KeepTheHeatOn. To see if your household is eligible and learn how to apply, visit (insert link) #NationalEnergyAssistanceDay

TikTok, Instagram Reels, and YouTube

TikTok and YouTube are used exclusively for video content. Instagram also allows for short videos to be uploaded, separate from image posts. Videos created on TikTok and Instagram Reels are limited to 60 seconds, while YouTube has no limit.
Video ideas:

  • How to reduce your energy bills / energy efficiency tips
  • How to apply for LIHEAP on your state’s / locality’s program site
  • Use a current viral trend to bring attention to your program in a fun, accessible way.

Here are some examples of past LIHEAP videos:
LIHEAP’s 40th Anniversary
How to apply for LIHEAP in Sioux City, IA
LIHEAP in Arizona
Mid Atlantic Energy Co.
NJ DEA
Missouri: How LIHEAP Can Help
Winter Crisis: PICCA