THE COMPANY

Switched Source develops modular power flow control technology that helps electric utilities increase distribution grid capacity, improve reliability, and manage growing demand from electrification, distributed energy resources, and grid modernization.

THE CHALLENGE

In late 2024, Switched Source partnered with Technica Communications to strengthen its industry visibility and executive presence within the utility sector. Although the company had developed an innovative approach to increasing grid capacity, it needed a more strategic and consistent voice to help utility audiences understand how the technology worked, why it mattered, and how it could address the growing demands of electrification. At the same time, the company wanted to build credibility and momentum across media and digital channels.

THE STRATEGY 

Technica’s strategy for Switched Source centered on thought leadership as the foundation for building credibility and long-term visibility within the utility industry. Rather than focusing communications on products and company updates, the program elevated the expertise of both the company and its leadership team by connecting Switched Source’s work to the broader conversations shaping the future of the electric grid. This positioned the company as a trusted industry resource, giving utilities, partners, and investors valuable insights into the challenges and opportunities driving grid modernization.

LinkedIn became the primary platform for executing this strategy, serving as an extension of Switched Source’s broader communications program rather than simply a place to share company news. Thought leadership was organized around recurring industry themes and key market moments, creating a consistent narrative while extending the impact of conferences, speaking engagements, and earned media well beyond their initial audience.

Throughout the engagement, Technica continually refined the strategy using audience insights and performance data. Reporting consistently showed that authentic content featuring company leaders, real industry participation, and narrative-driven storytelling generated stronger engagement than traditional corporate messaging.

THE RESULTS

Over the first 16 months of the program, the company generated more than 38,000 organic LinkedIn impressions. Engagement rates reached more than 500 percent above the utility and energy industry average of 3.3 percent, demonstrating high levels of engagement among key audiences. By early 2026, the company’s LinkedIn following had grown to more than 62 percent. More than 28 percent of followers held senior leadership positions in areas such as business development, engineering and operations. The improved social media strategy demonstrated that consistent, expertise-driven thought leadership can consistently reach key industry decision-makers and build meaningful credibility and visibility for highly technical companies, even in traditionally conservative industries.