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Case Study over Davidson Oil: A Family of Companies
Downstream petroleum refers to the
refining and distributing of petroleum most
commonly in the form of gas.
What is downstream petroleum?
1911 1974 1999
Founded by the Willborn brothers as a
water storage and tank company for
agricultural purposes. In 2012 the
company was purchased by Davidson Oil.
Founded as a partner of Davidson Oil.
Founded by Joe Davidson as a
downstream petroleum provider.
Willborn Fuel and Tank Systems
Flying Star Transport
Background of the company
SupplyDeliver Flying Star Transport delivers fuel to
various locations in Texas and in
Davidson Oil orders and supplies fuel
to Amarillo fuel stations.
Willborn Tank and Fuel Systems
builds and services fuel systems in
Texas, Oklahoma, Colorado, New
Mexico, and Kansas.
How the company operates now
Davidson’s mission is to provide peace of mind through seamless energy
with a vision of becoming downstream petroleum's most trusted partner.
Found on davidsonoil.com
States in the U.S.
134Unlike their other social media platforms,
these two are controlled by one account to
represent all three companies.
Linkedin is the company’s fastest growing
• Post to all social media sites
• Monitor interactions
• Monitor site views, engagement, and trends
• Compare previous data to current
Handling Social Media
“The goal we have when posting to social media is to build the brand.
Quantifying how much return on investment these platforms bring in is still
hard to determine so we focus on the brand.”
-John Lutz, VP of marketing/sales
Social media strategy • Consistency is the key focus, with updates to all platforms being similar.
• Branding is the main goal for social media platforms.
Who posts • 3 team members on the marketing team
• One team member monitors all social media activity.
• Most posts are related to the employees. This helps the public know who is behind
the company and who they are dealing with.
What is posted
How much is posted • New posts are made every couple of weeks but interactions with customer’s
comments are dealt with as soon as possible.
Social media and how it’s done