Building Plateau’s Social Media Presence

Plateau Telecommunications is a rural telecommunications cooperative in Eastern New Mexico that prides itself on state-of-the-art communications technology and world-class customer service.

Having provided services to the area for over 70 years, Plateau has a good standing with its customers and the community at large. Word-of-mouth drives new signups because virtually all customers are satisfied with their service. However, as a new generation ages into needing broadband, and as longtime customers spend more time online, Plateau needed to expand its social media presence.

Plateau approached Beutler Ink to grow both its social media audience and engagement. They already had Facebook and Twitter accounts but were publishing infrequently, often just copying information from press releases, newsletters, and emails. The company produced a lot of content but was not packaging it in an engaging way. Despite having a strong presence in rural New Mexico and parts of West Texas, a lack of strong visual branding kept Plateau from social media success.

After understanding Plateau’s goals, Beutler Ink went to work repackaging technical information and product updates to be more palatable for the folks on Facebook. While our copywriters punched up details about fiber to the home and the importance of symmetrical bandwidth, the design team distilled Plateau’s visual style into cohesive elements that are striking but stick to the company’s longstanding core tenets. We created templates to make updates more engaging, graphics to make testimonials stand out, and dynamic link previews that encourage more web traffic.

In the first year of our partnership, Facebook engagements nearly tripled and social-driven web traffic doubled. We have since expanded our partnership to include LinkedIn to attract more business customers.