Social media’s original intended role, as an online networking system, is important for AEC firms. Social media has become an essential component of any content-based marketing program. More and more AEC firms are jumping into social media because it helps them reach a wide audience at a relatively low cost. In today’s marketing environment, you have to be where your clients and referral sources are. And these days, that increasingly means social media.

1. Benefits: Social media is one of the easiest and cheapest ways to promote your firm’s content. Creating a social media marketing strategy to promote your website’s content via different channels will help build your reputation and visibility—i.e., your brand.
   
   
   
   
2. Tips and Tricks:
    
   1. Use social media as a way to boost your website’s SEO
      
      
   2. Use social media avenues to conduct market research on people or entities
      
      
   3. Social media can be an effective recruitment tool
      
      
   4. Assign “Channel Champions” that will be responsible for engagement
      
      
   5. Create a social media calendar to plan “spontaneous” posts
      
      
   6. Integrate social media into your market sector public relations strategy
      
      
   7. Build tasks into schedules
      
      
   8. Social media commitment = website content commitment