In today’s AEC market, content without social distribution is invisible, no matter how smart or well written it is.
I was recently asked, “Do you really think social media has an impact on B2B relationships and outcomes?” I immediately responded with a resounding, “Yes!” After almost a decade of working in social media within the business-to-business (B2B) transportation industry, I can confidently say that it is one of the most powerful tools for building brand awareness, credibility, and trust.
Historically, AEC content marketing has relied on long-form thought leadership articles, white papers, case studies, conference presentations, and technical articles. These are all important items within a content strategy, however, when content is not distributed effectively, it is not going to provide the desired results. Posting content to your website and hoping someone stumbles upon it will not cut it anymore. In an industry where clients, recruits, and partners spend hours per week online, distribution is just as important as creation.
Social media gives AEC firms the ability to deliver valuable content quickly and effectively to a broad, diverse audience, including potential clients, teaming partners, employees, future hires, and community stakeholders. Yet many firms still have not fully embraced social media as a tool for growth. In fact, the 2024 State of AEC Marketing Report by OpenAsset found that while most AEC marketers consider social media important, more than a third spend less than 25% of their time on strategic content development, suggesting the industry still has not embraced these platforms to their full potential.
Not only is social media a way to distribute content, but it is also a powerful tool for engaging your target audience in conversation. Through interactions such as likes, shares, and comments, it creates an almost face-to-face network that strengthens relationships by showcasing the firm’s people, expertise, and technical work, thereby growing brand reputation and trust.
By prioritizing the development of strategic content that highlights people, expertise, and culture, AEC firms can begin using social media to strengthen client and partner relationships, build employee loyalty, and attract top talent. One of the most impactful ways to do this is by highlighting expertise through the people and projects that drive it.
Showcase expertise through people-first content
AEC firms sell knowledge, not products. To build a firm’s reputation and brand, demonstrating its employees’ expertise is essential. What better way to do this than through employee spotlights, Q&As, employee profiles, and recognition posts? This type of content humanizes the brand, boosts morale, and extends reach as employees proudly share posts to their own networks. If an employee publishes a white paper, presents at a conference, or earns an award, share it widely. This demonstrates the firm's appreciation for its people, while also building its reputation of expertise and, in turn, brand trust.
Bring project stories to life
Every project is unique, and clients want to understand your problem-solving approach. Project case studies are a solid way to showcase the firm’s technical ability by generating compelling social media content. Use of high-quality photos, video, and drone footage adds visual appeal, grabs attention, and increases engagement and awareness of the firm’s involvement.
Always tag clients, partners, and stakeholders. Strong B2B relationships grow on visibility, appreciation, and collaboration. Do not forget to comment, share, and interact with client and partner content to maintain strong connections and keep your firm top of mind.
Employee ambassadors
Your employees are your greatest distribution channel. Employee ambassadors are those who are already active on social media and can naturally increase the firm's content simply by sharing it with their networks. Formalizing an employee ambassador program can help expand the firm’s reach.
Strengthen recruitment and culture
Today’s candidates research a firm extensively before applying. A strong social presence can attract top talent and reinforce a positive company culture. The firm's channel is publicly accessible, allowing potential recruits to see what the culture is like before joining. It should be used to demonstrate employee value and opportunities for professional growth. Keep your brand narrative aligned with the firm's values and mission.
Rules of engagement for AEC social media success
Below are a few ways firms can strengthen their social media presence:
- Stay consistent. You do not have to post every day, but consistency is crucial! Commit to a regular posting schedule. Regular posts help you stay visible in algorithms.
- Choose your platforms wisely. Avoid spreading yourself too thin. Select the social media platforms that are most relevant to your firm rather than trying to maintain a presence on every channel.
- Designate a leader. Appoint someone, ideally from your marketing team, to oversee your social media efforts. Having a dedicated person ensures focus and accountability.
- Maintain a consistent voice. Messaging should have one unified voice and tone. This helps build a strong brand identity.
- Prioritize quality over quantity. Remember, sometimes less is more. Focus on delivering high-quality, engaging content.
- Utilize tags and hashtags. Always tag relevant accounts and hashtags. This increases exposure and engagement.
- Include links. Whenever possible, include links, even if only to your website. This drives website traffic and encourages people to learn more about your firm.
By following these guidelines, firms can begin to create an effective social media strategy that engages audiences, promotes the firm’s brand, and builds a valued, trusted reputation.
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Stacey Weiss is a communications manager at Urban Engineers. Connect with her on LinkedIn. |