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I n my last article, we covered some tips for using social media in the AEC industry. Here’s an expansion on that with some humorous examples of what not to do. I’m not making these examples up. Every single one of these is something I’ve personally seen an A/E firm do. Social mediocrity You might think a Facebook post about a stolen office stapler is cute, or that an Instagram photo of donuts in the breakroom is quaint. Think again.
Christina Zweig Niehues
“John, a 49-year-old land surveyor from Lubbock.” Some fun is good, but you seriously had a party for chocolate covered raisin day (yes, it’s real and it’s on March 24th)? Do you ever get any work done? 3)See yourself only from an insider’s perspective. You may think it’s hilarious that Jeff stole John’s stapler AGAIN – but seriously, no one else does. Do “If you use any social media platform to entirely promote yourself explicitly, you will never have enough followers to actually sell something. Everyone will unfollow you because they’ll get tired of hearing the same story.”
So please, don’t do any of the following: 1)Self-promote all the time. “What?” you might say. “Isn’t that what marketing is about? I thought Zweig Group preached that you shouldn’t be afraid to pro- mote!” Promoting your firm and its services is great, but there’s a time and a place – social media is about sharing and interacting. Promote by sharing a cool project, a testimonial, or being a source of knowl- edge on a problem, not just saying, “We’re the best at grading plans in the Northeast.” If you use any social media platform to entirely promote yourself explicitly, you will never have enough followers to actually sell something. Everyone will unfollow you because they’ll get tired of hearing the same story. 2)Only post birthdays, holidays, new hires, and promotions. Just as bad as only posting self-pro- moting announcements of projects/services is only posting these things. You will not draw people to your page with yet another headshot of a new hire,
See CHRISTINA ZWEIG NIEHUES, page 10
THE ZWEIG LETTER June 12, 2017, ISSUE 1204
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