Piling Canada

Social Media as a Valuable Tool for Construction Companies

Having a social media presence is key to brand awareness
Written by David Eisenstadt
December 2023

Social media has become much more than a buzz phrase. Nowadays, digital marketing is leading the way. Social media marketing, or unpaid activity you conduct on social media channels, combined with social media advertising, which is paid for, can make a dynamic and effective addition to a marketing toolbox. However, like all tools, these do the job only if used correctly. There are social media professionals who make their living helping companies pursue this line of marketing, but here’s how to get started with a few guidelines.


Construction industry professionals may consider social media unimportant, but they should think again. All businesses, even construction companies, can benefit from digital exposure.


There are several social media platforms, such as:

  • Facebook: this is great for generally getting the word out. Who isn’t on Facebook these days?
  • Instagram: visual focus is key here, so share pictures, examples of work, stories, etc. Instagram is good for growing a brand. Before-and-after images work well. So do videos showing how machinery works, even inspiration for design.
  • LinkedIn: this business-to-business platform is aimed at professionals to drive targeted conversions. Most top construction companies have a presence on LinkedIn. It is important to establish a company as an expert here.
  • YouTube: great for video marketing. Think how-to videos or time-lapse photography of a project. These do not have to be expensive videos. Keep them short, under five minutes in length.


The reasons for pursuing a social media presence are many and varied. Exposure is a big one; there are nearly five billion social media users around the globe. Think brand awareness at far less than the cost of traditional media.

Practicalities of this approach include gathering questions potential clients have to address them and improve customer service, networking with other industry professionals, promoting special offers, gathering testimonials to use in other marketing, interacting with potential customers and even collecting items for an electronic portfolio. Most of all, social media offers a better conversion rate than traditional media, meaning that people who visit the platform are more likely to take the desired action, such as clicking through to a company’s website.


First, think about goals for a company to achieve with social media, and start with one or two platforms. Post consistently, such as twice a week. Be faithful to that schedule to engender trust on the part of the user. Think about posts that will inspire conversations, such as before-and-after pictures of work, highlighting a specific team member, videos of construction progress, etc. If the platform provides tracking possibilities, find out about them and use them. Consider making the most of the effort put into marketing. For example, if the company has a blog, post it on social media. Weave social media into the existing marketing strategy. Remember that nowadays, an approach that involves informing works better than a hard sell; share information.


Here are some general tips on using social media:

  • Before posting anything, check to ensure it is accurate and from a reliable source.
  • Celebrate any awards and/or accolades a company receives.
  • Stay away from controversial (religious, political) content.
  • Share company history at some point, again to engender confidence.
  • Highlight what the company does differently that gives it a competitive advantage.
  • Share handy construction tips.
  • Highlight testimonials.
  • Be sure to use construction language and key words so when people search them, they find the post. Think about what words would be searched.
  • Respond to comments received. Engage, even if there is negativity in a post. Handle it with dignity and honesty.
  • Become involved in industry-specific groups on the platform.
  • Start discussions, especially on LinkedIn. Contribute to others’ discussions.
  • Think about photo quality – maybe a unique angle to capture attention?
  • Share the company page as much as possible. The people who read the content may share it with their networks.
  • Use the company’s brand imagery when possible.
  • Add buttons that connect to social media from the company website.
  • Have someone proofread posts. A fresh eye can catch errors.

For a little effort, companies may reap great rewards. Brand awareness leads to qualified leads. Use social media with as much care as when using construction tools. Piling Canada

David Eisenstadt

David Eisenstadt is the founding partner of tcgPR (The Communications Group Inc.), a Toronto-based public relations consulting firm serving builders, developers, contractors and the real estate industry across Canada since 1973. Find more at tcgpr.com.

Category: Business

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Piling Canada is the premier national voice for the Canadian deep foundation construction industry. Each issue is dedicated to providing readers with current and informative editorial, including project updates, company profiles, technological advancements, safety news, environmental information, HR advice, pertinent legal issues and more.

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