SOCIAL MEDIA AS A BUSINESS TOOL FOR CONSTRUCTION COMPANIES

SOCIAL MEDIA AS A BUSINESS TOOL FOR CONSTRUCTION COMPANIES

Social Media as a Business Tool for Construction Companies

Social Media as a Business Tool for Construction Companies

The impact of Social Media (SM) on our lives is undeniable, be it in the context of communication between organisations, communities or individuals. In order to understand the effects of SM interaction on one particular industry, writers Salman Azhar, Zainab Riaz and David Robinson conducted a study to examine the usage of SM as a tool in the construction industry. Their study also analyses the potential risks and rewards, and the collaborative and innovative aspects of online applications.

Although all major construction companies maintain their presence on SM, it is important to understand if the management of the companies consider SM only as a medium to showcase past projects and promote the company’s social responsibility within local communities. Hence, the authors felt a need for an in-depth research study to fully understand the SM environment of construction companies. An SM log was developed to track activity on popular SM platforms for 10 construction companies.

The collected data, both primary and secondary, provided valuable insights about how construction companies have deployed SM. The study revealed that traditional SM platforms are being used within the daily operations of construction companies. Popular sites, such as Facebook and Twitter, are being used to share industry events with their followers. LinkedIn, on the other hand, is being used to develop professional networks and assist in recruitment. However, conventional forms of communication, e.g. emails and telephone calls, continue to be the preferred methods of connection with vendors and subcontractors. Uses of SM for collaborative and innovative initiatives outside the organisations’ boundaries are minimal.

SM is still regarded as relatively new territory for many companies. Authors’ findings suggest that over half of the surveyed companies agree that there are definite risks and challenges that need to be addressed, for example platform choices, management of multiple platforms, consumer interaction, security and privacy, and legal issues. There are no structured policies for the employees regarding the use of SM while on the job. Interestingly, half of the respondents surveyed were unaware of the internet usage policy of their employers. Research indicates that with the aid of internal auditing and through proper training and monitoring of activities, regulatory and employee-related challenges can be managed. 

Traditional SM platforms are being used within the daily operations of construction companies and have developed a presence despite the risks and challenges. Multiple stakeholders, including prime contractors, subcontractors, design and construction services, and clients are employing these applications for information sharing. However, the potential for these online platforms is not being utilised to the fullest. Professionals working in the construction industry can benefit from the research being done in this area. SM can impact multiple aspects in a typical organisation, such as, communication and collaboration, networking, marketing, content co-creation, business process integration, innovation and creativity, and transparency.

Reference
Azhar, S., Riaz, Z., & Robinson, D. (in press). Integration of Social Media (SM) in day-to-day operations of construction firms. Journal of Management in Engineering.

About the Author

Zainab Riaz is Assistant Professor at the SDSB, LUMS. She teaches business analytics, introduction to information technology, and operations. Her research interests include construction IT, open data for urban planning, and management information systems. Her research has been featured in the Journal of Management in Engineering, Engineering, Construction and Architectural Management, and Automation in Construction.

zainab.riaz@lums.edu.pk