How Social Media Impacts Your Construction Company

Social media and construction

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Today social media is prevalent and almost everyone uses it – politicians, presidents, and even pets.

However, many construction companies aren’t familiar with the benefits and problems that social media can bring to their company.

​Contractors work hard at building a good reputation. They sometimes spend huge amounts of money on building their brand, their websites, and their advertising. Unfortunately, this can all be for nothing, or can be destroyed quickly by poor media, an accident, bad workmanship, an unhappy client or a disgruntled employee. Small incidents can be quickly blown out of proportion and be viewed by tens of thousands.

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How social media can help construction companies

Social media can be a valuable advertising tool for:

1. Attracting new clients, advertising the company.
2. Attracting the best talent, the best employees. Many young people spend hours on social media. They are attracted to successful companies and construction companies that use new equipment and technology, undertake winning projects and which use unique construction methods.
3. For engaging employees. Employees want to know more of the company's successes. They want to know that they are working for a successful contractor.

Dangers of social media in construction

1. Social media can be difficult to continuously track. Often the contractor's management doesn’t know what’s been said about the company on social media – or if they hear about it then it’s several days, or weeks, later and damage has already been done to the contractor’s brand.
2. It can be time-consuming. Many smaller construction companies can’t afford to employ people to track everything that’s been said about the company. Often management takes on this role. This takes time away from running projects and the business. In fact, management can be distracted by social media – sometimes even consumed by it.
3. It can lead to a war of words with disaffected customers or disgruntled employees. Social media is a very public place to get involved in arguments with customers and employees, especially about trivial matters. Rather try and solve these issues directly with the person.
4. Employees spend time on social media instead of working.
5. Employees are focused on their mobile devices and social media accounts which could lead to accidents because they are distracted. This is particularly a problem on construction projects.
6. Photographs and videos of mistakes, quality problems and accidents on construction projects can spread rapidly on social media sites.
7. Disgruntled employees and unhappy clients can write bad reviews, even spreading false stories about the contractor and their construction projects.

Harnessing the power of social media for the good of your construction company

Regularly posting positive images, updates of projects, success stories and features on employees, will all portray the company in a good light.

Implement rules for employees to regulate when they can use social media during working hours.

Encourage employees to use social media to show the company’s achievements.

Employees should know what are unacceptable posts which won’t be condoned. Employees shouldn’t engage in behaviours that could bring the company into disrepute on social media. Employees shouldn't be posting pictures of them in company uniform, using company vehicles or equipment, or on your construction project which show them or the company in a poor light.

Managers must avoid engaging in disputes and arguments on social media with unhappy clients and employees. Rather contact the person directly to resolve the problem. Engaging in public disputes often inflames the situation and gains more bad publicity.

Always stick to the facts on social media and avoid emotive and slanderous language.
Ensure that the company has a visible presence on social media and that this is kept up to date and always portrays a professional image.

Update employees and clients on new construction projects, important project and company milestones, and employee successes.

Ensure someone is keeping track of what’s said on social media about your construction company.
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Don’t be too hasty posting a comment or an update on social media. Consider how others will view the comment or post. Have others in the company check your post before sending it out. An inappropriate social media post has tripped-up many politicians and companies.

Conclusion 

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​This article was first published on the ClockShark website. To visit this website and continue reading the article click on the link above.
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