A recent report in Engineering News-Record (ENR) talked about the risks and rewards of social media in construction. Here at Miron Construction, we’ve been utilizing various social media channels to connect with our community, customers, sub-contractors and potential clients. Although we embraced the concept, we understand the hesitancy that other AEC firms have with social media.
Before you dive in, we suggest that you address the following:
Have a plan. Determine what results your business seeks to achieve by utilizing social media. To avoid wasting valuable time and money, have a plan in place before focusing on implementation. Like the ENR article said: It’s not as simple as throwing up a blog or having a Facebook page. You have to be prepared.
Find out where your audience is. There are countless social media channels out there. Research which platforms best fit your goals. It’s better to choose a few and utilize them really well as opposed to trying to conquer them all halfway. Find out where your target audience is located and start there.
Start with something you know. Many people use Facebook in their personal lives. Utilizing a channel you’re comfortable with, by creating a company page, will help as you begin to dive into platforms you may have less experience with, such as Twitter or YouTube.
Content is king. Promoting your business without listening or engaging is the quickest way to turn off your followers. Start conversations or jump into them when appropriate. People choose to follow you or like your company page for a reason; make sure you’re not giving them a reason to leave.
Be the expert. Beyond sharing the great things your company is doing, share what others in your industry are doing. Not only is sharing construction-related news beneficial to your followers, you’re also opening the dialogue to discuss your company’s take on the article or news.
Devote time. Building a social media presence takes time. This means following and sharing industry trends and interacting online with your followers. If you don’t have the time, consider waiting until you do.
Claim existing profiles. Even if your business isn’t active on social media channels, you should claim all profiles that mention the company name and update any information that may already be out there. If there isn’t a profile already created (Google+, perhaps), consider creating one for the purpose of populating it in the future. Beyond this blog, Miron Construction can be found on Facebook, Twitter and YouTube.
Image courtesy of Google Images.