A/E/C firms use social media to build awareness of their expertise, their portfolio, and their firm’s culture.
Goals align with connecting to current and future employees, showing industry leadership, and engaging clients and prospects. Generally, A/E/C firms are not offering ‘lead magnets’ that require downloads but they are offering access to well-researched white papers or presentations given by their in-house experts. We aren’t using social to specifically ‘get more customers’ – but rather, to help or future customers understand our process, our thoughts, and our philosophies about our projects. We want to show current and future employees our softer side – volunteer activities, chili-cook offs, conferences we attend – all showing the firm’s culture, our people, and making a human connection. (It doesn’t hurt for clients to see these things too – they might have a killer chili recipe to share!)
With all of the platforms available, how do you know wich social platform will be the best for you to meet your goals? How many can you manage with the resources you have?
1) Do some research about what people are already saying about your firm, your clients, your services. Set up Google Alerts and Socialmention
2) Learn more about where your target audience hangs out and what type of content gets shared the most – Buzzsumo can help you with this task
3) Investigate the more than 100 networks, learn how people and companies use them – how do they interact, how do they get social users back to their website (to a blog or white paper or case study)?
4) Set up an account or two that align with your goals, your content, and your network – make sure to customize your page with your branding – profile pictures, avatars, description.
5) Participate – connect with everyone you already know on the site, post your content, and commit to building your network within the platform.
Remember, social media is a long-term investment. Consistency and frequency are key. Wondering when to post? Check out this guide.
Wondering what to post? Where can you find content? Check out our next blog post on this topic!