Construction industry firms and individuals who use social networking face confusion both about how to use the tools and how to measure success, according to research rolled out last month at the Society for Marketing Professional Services’ Build Business conference.
Funded by SMPS Foundation, the open Internet-based survey was conducted between Jan. 30 and Feb. 15, netting 371 complete and 205 partial responses from SMPS members. Some respondents clearly confused electronic social networking with going to conferences or other offline networking events, says Barbara Shuck, vice president of marketing for Emc2 Group Architects Planners, Mesa, Ariz., one of the co-authors of the white paper “Social Networking for Competitive Advantage.”