The Construction Marketing Association conducted a national survey to identify the effectiveness of different social media approaches of architectural, engineering, and construction (AEC) professionals. To better understand social media usage and trends in the Architectural, Engineering and Construction (A/E/C) industry we asked the following questions:
- Do you employ social media in your marketing program?
- If yes, do you manage social media marketing internally or outsource?
- What social networks do you employ?
- Have you utilized paid advertising on the following networks?
- Rank the following social networks/outlets based in their effectiveness in achieving results.
- Rank your top goals/objectives for using social media.
- Rank actual outcomes from using social media.
Do you employ social media in your marketing program?
100% of respondents use social media.
If yes, do you manage social media marketing internally or outsource?
64% of respondents manage social media marketing internally, while 9% outsource. 27% of respondents manage social media media internal and outsource.
What social networks do you employ?
LinkedIn, Twitter, and YouTube are the most popular social network used (100%) by construction professionals, followed by Facebook (92%), Instagram (64%), Forums (45%), Pinterest (27%), Snapchat (18%), and Houzz (9%). Google+ is not a social network platform anymore.
Have you utilized paid advertising on the following networks?
The top networks the respondents leverage is Facebook (64%) and LinkedIn (45%).
Rank the following social networks/outlets based in their effectiveness in achieving results.
According to our respondents, YouTube is the most effective social network for success in the AEC industry.
Rank your top goals/objectives for using social media.
A/E/C professionals use social media to improve sales leads (45%). The second ranked goal was building brand awareness (36%). The third ranked goal was increasing website traffic (18%). Improved search rankings is not a top goal, but it doesn’t trail to far behind for our respondents.
Rank actual outcomes from using social media.
The respondents (45%) have achieved greater brand awareness through the use of social media. Although not a top result, increased website traffic wasn’t too far behind with 36%. The social media network with the least results was sales leads (18%).
Thank you to all that participated in our annual survey and attended the 2019 Social Media Summit. Want more construction marketing tips and information? Watch our Social Media Summit Construction 2019 webcast on our YouTube Channel.