Social Media in the Construction Industry
Howdy! My name is Jordan Tondre and I am a Senior Marketing major at Texas A&M University. I have been a Marketing Intern at JBKnowledge, Inc for a year now, and the experience keeps getting better and better as I learn more about the industry and my role as an intern. As a marketing major, this internship has given me real world experience about the function of marketing, especially online marketing and social media.
In today’s modern world, social media has become a norm and constant. Social media began as a method for its users to stay connected and up to date with family and friends. Now, it has transformed into a tool to keep up with the ever changing world. Along with sharing funny cat videos, people are using social media, such as Facebook, LinkedIn and Twitter, to stay informed with the news, find jobs and more importantly, market their company to potential customers. So why should construction professionals specifically, use social media in their business model? Because their customers are starting to use it every day, multiple times a day. Social media also allows companies to connect with their customers on a more personable level of engagement.
Digging deeper into the social media platforms, Facebook is one of the oldest and most widely used today. However, it is not just a place for your mom to like your profile pictures. It is turning into one of the most relevant platforms for showing off your company. Facebook allows your brand to become more humanized by giving your company a profile and personality. Construction professionals can post pictures, videos, and statuses about their company and projects for users and customers to like, share and comment. With over 242,000 page likes, LiebherrConstruction is a great example of a construction company using Facebook to promote their brand. Liebherr interacts with its followers through comments and also has picture updates for projects and jobs. People say a picture is worth a thousand words. Imagine how much an entire Facebook album is worth. L&T Construction is another great example of a company gaining positive influence through Facebook as they have over 300 positive reviews giving them a 4.5 star rating out of 5.
In my opinion, LinkedIn is one of the most underrated and underused social media platforms for the construction industry. LinkedIn’s main objective is to connect professionals in a business related relationship. With LinkedIn, you can connect to those interested in your specific industry and job. Since LinkedIn targets industry news and companies, you can post or share relevant information creating interest in your company in return. Turner Construction Company is a great example of a construction company using LinkedIn very effectively. Turner has over 130,000 followers and consistently stay connected with them through updates and job postings. LinkedIn is especially useful when looking for work. Want to connect with a subcontractor in your area? Search job title and location and LinkedIn will link you with the most relevant professional. For construction professionals especially, SmartInsight (think LinkedIn for the construction industry) takes this concept to a new level as it acts as a personal social network between contractors and subcontractors. SmartInsight gives its users a platform to control collection of information, request information and track relationships.
Want to build lasting relationships between your company and clients? Twitter is a great answer as it allows users to engage personally with each other through retweets, replies and hashtags. Twitter is a constant conversation between you and prospects. Reply or follow back potential clients to humanize your brand and create participation and engagement. Link your blog through a tweet or post an interesting picture, and you have yourself a free and effective content driving marketing tool. Lindus Construction is one example of a successful construction Twitter account. Lindus has over 33,000 followers and constantly keeps its followers up to day with relevant postings and blogs while also keeping the conversation by replying to every tweeter.
Social media is a strong marketing tool for building relationships with your clients, creating buzz about your company, or finding potential prospects. Through Facebook, LinkedIn and Twitter, construction professionals can create a brand persona and image for their company that has the ability to engage customers personally. I strongly believe in order to say up to date in the construction industry, a company needs to have a social media presence.