The United States was the globe’s largest social media advertising market in 2016, with 78% of its population having a social networking profile, according to research firm Statista. The year before, $9.4 billion dollars were spent on social ads.
But commercial construction contractors often neglect social media as a marketing tool, despite its strength in interactively connecting businesses and customers.
Statista found Facebook to be the social platform used most to market businesses at 93%, followed most closely by Twitter (76%) and LinkedIn (67%).
The 2016 Social Media Marketing Industry Report notes that those reaching out to consumers are more likely to use Facebook, YouTube, Instagram, and Pinterest, while those targeting other businesses focus more on LinkedIn, Twitter, Google+ and SlideShare.
When providing content, Hootsuite, a social media management system, recommends using the rule of thirds:
· one-third of social content should promote the business and convert leads;
· one-third of content should share ideas from thought leaders in the industry
· one-third should be used for personal interaction