Do AEC firms really need a Facebook page? Absolutely! Facebook is not just for teens and consumer companies anymore. AEC firms gain benefit from having a Facebook page in numerous ways. Connecting and communicating with customers is a critical function that Facebook can play for your firm. However, without a plan, you will not get results.
I've written about about the importance of having a social media plan that is integrated with your overall marketing program. This is particularly true for AEC firms.
Setting Goals
As with any plan, begin with the end in mind. Define what you want from your Facebook page. Set specific goals, such as how many "Likes," postings, and comments. Track results on a monthly basis. Be sure to review your Google Analyticsand set benchmarks.
Type of Content
The type of content on your Facebook page is key to getting people to "Like" your page. Your business Facebook page should contain information about your company, projects your firm is working on, press releases about people, company events and other interesting facts about your organization. A Landscape Design Firm I've worked with uses Facebook to share before and after photos of their projects.
Fresh Content
While a successful Facebook page can be defined in many ways, the metrics we will use include how many people "Like" your page, leave comments, and interact. Another key factor is keep the content fresh. New content should be added at least on a weekly basis if not more often. Assign responsibility for updating content to a few individuals.
Engaging Employees
Another use of Facebook is for engaging employees. Facebook can be a great tool to celebrate successes, feature employee events and other activities.
A Tool for Recruiting
Facebook can be a great tool for recruiting candidates for your firm. If your firm actively recruits college students, Facebook is a great tool to reach those students that are seeking an internship or full-time job. Event older generations are increasingly using Facebook to find employment opportunities.
Increasing Brand Awareness
Facebook can also be a great tool for increasing awareness of your brand or firm. Not only can you enhance your brand with Facebook, you can improve traffic to your website by adding content to your Facebook site.
With a little planning, goal-setting and committment, Facebook can be a powerful tool for your business.
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