Many firms in the design and construction industry are jumping in to “leverage” social media for their business without always understanding how exactly to go about it. Most firms associate social media with just connecting to potential clients or making others aware of their firm’s presence by posting information on their firm through different media channels. Others use the terms “social media” and “social networks” interchangeably, thinking they are one and the same. Too often, social media is strictly viewed as just a new tactic for communications. What is needed is a clear understanding of who, what, when, why and how before you take the plunge into the “social media ecosystem,” as Lon Safko and David K. Brake call it in their book, “The Social Media Bible: Tactics, Tools & Strategies for Business Success.”
So how should the A/E/C community approach the social media ecosystem? That can only be answered by asking five even simpler questions: