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It’s pretty clear by now: Social media isn’t just a fad or passing trend. It has revolutionized the way we communicate as a society, and it can be a powerful tool for generating business. But how?

First of all, construction firms and contractors need to have an actual presence on the major social media platforms. In the same way that employers scope out the profiles of job applicants, today’s prospective clients often judge firms by their social media presence as well. Having established profiles on platforms such as Facebook, Twitter and LinkedIn speaks to the legitimacy and credibility of a brand.

Plus, a company’s social media activity can showcase its company culture, community involvement and more. This is a great recruiting tool that can give job seekers insight into what it’s like to work at a particular company, which is especially helpful in an industry that is experiencing a labor shortage.

Creating a Facebook account is one thing; knowing what to post is another. How can construction companies effectively leverage social media?

Provide value

One of the best ways to build a following on social media is to share content that is valuable to readers. Don’t view these platforms only as channels to publish company news and self-promoting announcements; instead, consider what prospective clients would find helpful or interesting. Here are some ideas:

• Promote posts from the company blog;
• Share how-to articles and other relevant content;
• Answer clients’ frequently asked questions; and
• Start conversations around industry news/developments.

A company doesn’t necessarily need to create all the content it shares, either. Curating other companies’ content is another great way to become a resource.

By providing useful information to followers and answering their questions, a construction business builds trust and credibility—plus, readers may share that content with their peers and colleagues. When the time comes to make a purchasing decision, these prospects are more likely to turn to a company that has established this relationship and proven its expertise.

Tell stories about successful projects

Social media is a great avenue for showcasing past client work and successful construction projects. By telling stories about past projects, contractors can illustrate their strengths and abilities with concrete examples. That’s a lot more engaging than cliché, generic claims like “we’re innovative.”

These stories don’t have to be novels, either. A photo (or two) with a short, descriptive caption describing the challenge and how a firm solved it can go a long way.

Manage reviews and online conversations

By their nature, social networks are relationship-based. These are places where users share experiences, express opinions and make connections. Construction professionals must recognize the power of customer reviews, testimonials and conversations taking place on social media—whether about their brand or on their actual company profiles.

Here are some actionable ways to use social media to nurture client (and prospective client) relationships:

• Reply to tweets and comments (answer questions, address complaints, etc.);
• “Like” or “favorite” posts on the company page or posts others share about the company;
• Respond to private messages on Facebook, LinkedIn and Twitter; and
• Ask happy clients to leave reviews on the company Facebook page.

These seemingly little things build a relationship between a brand and its target audience. A big part of the construction industry is not just selling a service, but selling a relationship between contractor and client—and people choose relationships with professionals they know and trust.

Participate in online forums

Social media platforms are ultimately collections of online communities. Smart construction companies are active, involved members of their industry communities and participate in the conversations happening online. That means doing things like:

• Hosting a Twitter chat;
• Filming a Facebook Live video to discuss a topic, answer questions and/or give viewers a behind-the-scenes look at a project or process; and
• Asking and answering questions in industry LinkedIn groups.

This participation not only elevates a brand’s exposure to others in the industry, but it bolsters the company’s credibility as a knowledgeable, engaged company.

Social media isn’t just snapping selfies and tweeting what you had for breakfast. Industry leaders and prospects use these platforms, and it’s critical that construction businesses meet their audiences where they are.