Is your firm social enough?

The overwhelming majority of A/E/C firms are engaged in social media. But to what end? 

Sponsored content
June 09, 2015 |
Steven Burns
Is your firm social enough?

Social media can be an effective part of a broader marketing and business development effort, according to Bob Fisher, publisher of DesignIntelligence and managing director of the Design Futures Council.

He cites nine qualities for taking advantage of the full scope of social media opportunities:

  1. The social media program fits within a broader strategic and tactical framework. Success should be measured by how well it accomplishes goals in areas such as gathering market intelligence, adding to the firm’s knowledge base, or building the organization’s brand and culture.
  2. It’s a conversation. Traditional marketing broadcasts to an audience, but social media facilitates multi-party conversations.
  3. The program is built on authenticity, originality, transparency and personality. The social sphere is keenly attuned to spin and will reject or ignore bland corporate speak and unoriginal thinking.
  4. It provides more valuable platforms for listening and learning than for talking. Smart firms stay attuned to who is leading conversations on important topics, how the firm is perceived in the market and what ideas may add to its expertise and leadership in practice.
  5. Successful programs are founded on building strong relationships with key stakeholders: potential clients, community members, business and design media, potential talent and others.
  6. The program is tailored to the unique qualities of each platform. LinkedIn, Facebook, Google+, Twitter and other networks attract different types of participants, maintain their own norms of behavior and interaction, and impose different technical limits.
  7. Successful outreach should frequently point to deeper thinking conveyed in videos, infographics, blog posts, white papers or other media. But the highest goal is to contribute something new to the conversation.
  8. It blurs the line separating the inside of the firm from the outside. Social media interactions can be like a visit to the office — a way to experience the firm’s expertise and culture as conveyed by the people who live it every day.
  9. Senior management provides the right support, including the allocation of staff time, leadership of dedicated social media champions and involvement of subject matter experts who develop thought-provoking content.

Read more from Design Intelligence.

Steven Burns | The Business Behind Design

Steven Burns, FAIA, spent 14 years managing the firm Burns + Beyerl Architects, during that time the firm’s earnings grew at an average rate of 24% per year. After creating ArchiOffice®, the intelligent office, project management and time tracking solution for architectural firms, Steve took his management expertise to BQE Software, where he is refining their business strategy and product development.

Related Blogs

Why employee advocacy is key to social media success
December 07, 2015 | Building Team | The Business Behind Design

Employee advocacy is key to boosting social media engagement, and employee advocacy is about more than just...

5 ways to bring data into marketing and business development
November 30, 2015 | Building Team | The Business Behind Design

Here are five ways to use data to enhance the client acquisition process

The benefits of selling your firm to employees

Other benefits of selling a firm to employees is the opportunity to mentor the next generation of employees and providing your clients with continuity. Photo: Flickr/

November 17, 2015 | Building Team | The Business Behind Design

One business advisor recommends professional services businesses to develop a group of employees who are wi...

November 02, 2015 | Building Team | The Business Behind Design

Hiring for culture fit doesn’t mean hiring people who are all the same

August 25, 2015 | Building Team | The Business Behind Design

By analyzing the “benchmark firms” selected from its annual surveys, PSMJ has identified several characteri...

Understanding the values and aspirations of millennials

Only 28 percent of millennials believe that their organization is taking full advantage of their skills, research from Deloitte revealed.

August 20, 2015 | Building Team | The Business Behind Design

A recent LinkedIn workplace survey revealed that millennials (defined as individuals aged 18–24) are quite...

How to improve project planning
August 11, 2015 | Building Team | The Business Behind Design

A recent research project revealed that more than 75 percent of project owners have no consistent method fo...

According to research by talent management firm Development Dimensions International, 89% of leaders with strong interaction skills have more engaged teams. Photo: Sebastiaan ter Burg/Flickr

July 10, 2015 | Building Team | The Business Behind Design

Much of what’s written about employee engagement focuses on how leaders can help their employees become mor...

How to earn respect as a leader
June 18, 2015 | The Business Behind Design

Employees will give you minimum effort if the only reason they respect you is for your authority

Overlay Init