Why Social Media is Useful to A/E/C Firms

isThese days, just about everyone has jumped onto the social-media bandwagon. Whether through Facebook, Twitter, LinkedIn, or some other medium, millions of people and businesses are constantly connecting and interacting with one another. In fact, social media have become one of the top methods used to collect news, information, or learn about new products and technologies today. But given the significant popularity of these networks and the fact they are virtually all free, why haven’t more businesses in the fields of architecture, engineering, and construction gotten involved in social media?

Perhaps those in the A/E/C industry find it counterintuitive to interact with the general population, given that their firms are tailored to such small niche markets? Also, by socializing with the public online, many believe they may run the risk of letting competitors in on too much information or creating a liability for projects and the company as a whole. Granted, these possibilities could very well be true; but an A/E/C firm’s participation in social media is no different than the firm’s participation in trade shows, industry organizations, or networking events: There’s always the possibility that someone could “say the wrong thing.” And much as anyone involved in the business development or marketing side of A/E/C knows, through training, guidelines, and experience, you will eventually learn what to say, how to say it, and what to avoid. Social media work the exact same way.

In the past, the A/E/C industry was very every-business-for-itself, keeping other firms and competitors in the dark about projects and clients. Now, with the recent economic decline, many firms are reaching out to one another to team up, bolster business, and do their best to weather hard times. More than ever, it is imperative that A/E/C firms constantly network and “get to know their neighbors.” Social media are excellent tools not only for learning about other firms, but also for introducing yourself to and building relationships with potential clients. You would be surprised how many federal organizations, municipalities, and developers are on only a click away on Facebook or LinkedIn.

Read the more about Social Media and it's impact on AEC firms in the upcoming August Edition of the SMPS Atlanta Inspiration Newsletter. To get on our email distribution list for this newsletter and other SMPS Atlanta chapter news, please click HERE.

Sarah Zibanejadrad has worked as a marketing coordinator for Oasis Consulting Services, an engineering firm specializing in landfills, geotechnical, and environmental services. Currently, she is a social-media consultant for Rumor Interactive Media, a company focused on developing business Web presences.

Social Media- Revolution or Fad?

Interesting video on social media- posted almost two years ago, but still relevant. It's interesting to see how the AEC world is handling social media- we're seeing some firms embrace it and others shirk from it like the plague.

How is your firm handling the social media revolution? Is there really any question anymore to whether it's just a fad?

How Social Media Helps Me Think Like a Client

For the record (in this era of full disclosure), I have participated actively in social media communications for the past three years. I post regularly in both the professional and personal worlds. And allow me to state clearly: Never the twain shall meet.

But in reviewing my postings and reading others’ posts, tweets, updates, musings, and diatribes, I have noticed that my eye is invariably drawn to content that hits my sweet spot: ideas, statistics/data, news, reports, happenings, and revelations that attract me either because of my continuing long-term interests or because of a timely, short-term event.

This makes me wonder, “How do clients read my copy?” Or maybe, “DO clients read my copy?”

If I had to summarize my idea or my firm’s compelling response to an RFP in 140 characters* or less, what would I say? What unique response would make my client say, “I want to read more”?

I am certain that 140 characters would not be enough for a client to make a decision, but people engage and read more based on something that catches their interests or hits their sweet spots. So I have to ask, “What is my client’s sweet spot? What will catch his or her interest above all of the other chatter [proposal responses] out there?“

A good part of what will turn heads is really knowing your client (another blog entirely…). And essential to turning their heads is crafting a well-rounded, lean, and distinctive statement about what you bring to the table at that particular point in time, something that will entice them to read more and stay with them in the retelling of your idea to others.

This “sweet spot” exercise helps me to get down to the minutiae of how to say what I need to say. I need to cut out the unnecessary adjectives and overused “industryspeak” and really give an honest response with a solid hunk of creative input. Clients rely on ideas and creativity, so why not craft your response with a character limit of wisdom, making sure you are stating something new, something workable, and something to make them want to read more.

So as I tweet and post, I give my statement the client once-over, asking “Who cares?” And after proofing again for accuracy, I think for a second about my clients and what they want. Where are their sweet spots? Have I boiled my clever idea down to its most critical component? And then I hit send, tweet, share, post, or print.

And in the back of my mind, I wonder to myself, “Will they ‘Like,’ re-tweet, comment, or reply?” If I phrased it correctly and succinctly, I think they will. And I’m hoping they “Like” it again and again and again.

-Bob Mullen,
Senior Marketing Communications Manager, Jacobs

Don't forget to follow SMPS Atlanta on Twitter @SMPSAtlanta or join the discussion on our LinkedIn Group SMPS: Atlanta.

*The maximum number of characters allowed in a Twitter "tweet"

Social Media: New Wave or Tsunami?

Blogs, Twitter, Skype, YouTube, Facebook, LinkedIn…. Social media are unavoidable. But whether and how you use them can either enhance your firm’s success or land you and your firm in court.

Many firms have a presence on Facebook and LinkedIn. Some include buttons for Facebook and Twitter on their homepages. To the extent that you use these and other social media for interactive communications with clients and prospects, your firm may be exposed to claims for libel, copyright infringement, invasion of privacy, and other causes of action.

For example, what if a client writes on your Facebook wall that your services make your competition look incompetent—and names those competitors? That compliment could have a downside. How long can that disparaging comment stay there before your firm “owns” it? And how soon after that will your competitor sue you for libel?

What if you tweet that you’ve just landed a big contract, and the information was supposed to be kept confidential for a while? What if the other party to the contract sues your firm for releasing the information prematurely?

The problem with social media is that they are so easy to use. There’s often not time, in a busy day, to think before you pull the trigger. And sometimes that can mean shooting yourself in the foot.

The other problem is that coverage for these and other gaffes is somewhere between slim and none under many insurance policies. For example, the standard commercial general liability policy excludes libel suits that result from an electronic bulletin board or chatroom if your firm hosts, owns, or controls the site. Unfortunately, the policy does not define either “bulletin board” or “chatroom,” but it’s not too much of a stretch to see your Facebook page as qualifying. While your firm clearly does not host or own Facebook, it certainly controls the content on the firm’s page. And if that’s the way your insurer sees it, any claim will most likely be denied.

There are other liability policies available. Some are specifically designed to cover such technology-related risks, and some professional liability (errors and omissions) insurance policies may provide some coverage as well. To be sure that your firm is adequately protected against claims arising out of social media, you need to raise the issue with your insurance broker and get answers specific to your insurance program. An insurance broker who specializes in risk management for design and construction firms can provide meaningful advice on identifying your social media risks, pointing out insurance coverage gaps, and procuring appropriate insurance coverage.

In the meantime, your firm should have a formal policy for using social media, including who is and is not authorized to make any changes to your Facebook and/or LinkedIn page, who is responsible for monitoring such sites to be sure no negative information is posted, who can and cannot tweet on behalf of the company, and so on. And the policy should include real penalties for disregarding the rules. The same insurance broker who helps you identify your firm’s risks should also be able to provide your firm with sample policies and procedures.

Meike Olin, CPCU, CIC, CRM
Director of Marketing
Ames & Gough