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March 29, 2010 in City
Avista social media man talks his trade
Dan Kolbet represents utility on Twitter, online forums
Dan Kolbet handles social media for Avista. Here he is seen with a mural of Washington Water Power meter readers pictured in 1925.
(Full-size photo)
It’s a good thing Dan Kolbet is thick-skinned. Because he is “Dan_at_Avista,” the company’s social-media man who blogs and tweets about his company, and wades into the vitriol of online message boards where flogging Avista in the comfort of anonymity has become a form of electronic graffiti. About a year ago he convinced Avista executives that they needed to engage social media as a way to reach their customers. Despite some ups and downs, he has no regrets and is considered somewhat of a trailblazer in the staid world of regulated utilities, making presentations to other utilities interested in how to reach people. He has taken a few lumps in the process as he monitors online forums and then joins the conversations. Kolbet sat down for an interview last week after Avista drew public ire for its request to raise electricity and natural gas rates.
Q: In the last two months you have tried to explain and rationalize Avista’s profit margin, executive salaries and now an unpopular request for a double-digit rate hike. How did it go?
A: I’m not here to defend individuals. I see my role as offering more and accurate information on behalf of Avista. At least I’m out there talking to people. I think it helps.
Q:When does the Internet dialogue become inappropriate?
A: I don’t know. In these earnings stories, people tie profit to greed and it leads to a level of mistrust.
In the comment section I have been called a “spokescreature,” “disgusting and gross,” “overpaid,” and that I “work for a terrible company.” I can take it, but just give me the opportunity and talk to me. If these folks would come up to me in a store, they wouldn’t do this. It’s like the Wild Wild West.
Q: Have you been threatened?
A: Yes. One time Scott Morris (Avista chairman and CEO) stopped by to ask if I was OK.
Q: Are you heavily edited?
A: No. I’m given amazing freedom to do this. I did have to remove a picture of something once, but only because it was about a contract that hadn’t been signed.
Q: What’s your real job?
A: Employee communications. I help put out a weekly electronic newsletter about what’s happening at our company.
Q: Are literature and writing dying arts?
A: People may think so, but here’s the deal with social media: People are writing more now than ever before. Is it always grammatically correct? No. But they’re doing it. Why should they write in full and complete words and sentences when you can write in modicum and get your point across?
Q: Are you having fun at your job?
A: Yes. It’s an interesting job and there’s no want of work. And I have the opportunity to write for a living.
(In the interest of disclosure, Kolbet once worked at The Spokesman-Review. He answered phones and took scores for the sports section and worked on the night news desk as a copy editor. He left the paper to go back to school.)
Man dies following early Saturday accident 
polistra on March 29 at 5:55 a.m.
“Write in modicum”
Seems to be a brand-new usage, at least by google references … and it’s a worthy neologism!
lewis8457 on March 29 at 8:06 a.m.
Dan is right blogging is like being in the wild west anyone can shoot you in the back for your opinion for no other reason then to show how ignorant they are.
Dan I am not happy about the rate hikes but am happy with your billing people they are always willing to help me when I am behind on my bill.
johnclarke on March 29 at 10:00 a.m.
I have a great deal of respect for Dan and what he does. That being said, I think it is difficult for the average person in Spokane to accept the levels of compensation at Avista - considering one energy source is basically free and belongs to everyone. Yes, there is huge investment in the equipment to produce the power, but how much of that was tax payer backed? So yeah, every time I see “project share” on my $300 utility bill, it’s a little hard not to be bitter. The board members (directors) at Avista make like 100k a year ! To meet how often, like once a month? Where was the board when Avista lost tens of millions of rate payer dollars on Avista Communications? Harumph.
liarsinnews on March 29 at 10:10 a.m.
I wonder if Dan was around when a Avista employee committed suicide and the excs tried to blame him for their screw up at the Wall Street casino, only to find out he was dead during the time of the transaction. Talk about ghouls!! Those execs that were guilty of this low life practice deserve to fry in hell.
deacon46 on March 29 at 10:27 a.m.
Dan is as hidden as we are. You are the “corporate” man, hidden behind the phrase “the company says….” and with well scripted opinion and facts, and not of your own making.
SugarShane on March 29 at 10:49 a.m.
This is news? What a sad little reporter you are.
dgKSO on March 29 at 11:31 a.m.
It’s great to see companies responding to hot-button citizen concerns with new modalities. Thanks for bringing in the new frontier, Dan. Great story, SR.
deacon46 on March 29 at 11:40 a.m.
This is not social media this is Business promotion media. And this is not news but promoting a customer of the papers. Avista is about 3 years behind the technology curve. Dan is probably a real nice guy but he is using a format that most business use now to promote their wares. Sell the people on the company by using technology. But this is not social media.
D Statler on March 29 at 9:01 p.m.
Dan use to work at the Spokesman ? LOL This explains lots about the articles and how AVISTA uses Dan and the Spokesman for controlling bad spin from greedy tactics. It was a good article about poor ole Dan. I am disappointed the Spokesman left out the part about the WUTC and filing complaints against them and AVISTA with the Attourney Generals office.You did print a few posts from this website.Unfortunately you left out the one that could have produced some results for ratepayers.I guess the Spokesman is not effected by AVISTA’s rate increases. If they were they might actually do a follow-up on the WUTC.THANKS DAN ! We Love You Man!!
eagleproducer on April 04 at 1:04 p.m.
Why should anyone care what a corporate spokesman has to say about the fate of literature and arts?