For many types of construction companies, visibility is key. There may be multiple competitors in your market that provide largely the same services you do. How can you distinguish yourself from them and gain the attention of key stakeholders such as customers, prospects, job candidates and investors? Well, one way is to establish a presence on social media.
Strategize for success
The social media landscape may seem endless and chaotic, so it’s important to first carefully choose the right channels. Select platforms based on your target audience. For example, LinkedIn is best for connecting with industry peers. Facebook and X (formerly Twitter) tend to reach more general and typically older audiences. Instagram and TikTok skew younger, but creating content for them can be trickier.
Once you’ve picked your channels, set up a schedule to post regularly. The optimal times to post vary depending on the platform, audience and goals. However, activating content in the morning and afternoon during regular business hours is generally fine.
Although you may want to post several times a week, one rule of thumb says the best day to do so is Friday. Use software to track metrics such as reach, engagement and clicks to pinpoint what works best for your construction business.
Craft your voice
Another key to success on social media is using a consistent tone that fits your brand. Decide in advance what you want to share and how. Do you want to be casual and funny? More formal and informative? Stick to your construction company’s core values and culture. Refrain from negativity and avoid polarizing topics such as politics and religion.
Above all, be authentic. Show the human side of your business. Spotlight key employees. Celebrate milestones such as service anniversaries. Provide updates on notable projects (with the owners’ permission). Give shout-outs to valued partners. Show highlights from community events that your business participates in — for example, baseball games and parades.
Take videos
There’s no denying that social media has evolved to heavily favor videos. Of course, most contractors don’t moonlight as cinematographers, so this can present a challenge. Do the best you can, making sure that whatever you post doesn’t reflect negatively on the business.
Consider posting “pro tips” about simple repairs or maintenance. Take short behind-the-scenes clips on the jobsite or in the office. Create a time-lapse video of a project from start to finish (again, assuming the owner doesn’t mind). If you use a drone, show a bird’s-eye view of your work.
Think engagement
At the end of the day, today’s social media is all about engagement. And that works both ways. First, be a community member. Follow industry influencers, associations, trade publications and fellow contractors. Share and comment on posts and articles of interest.
Second, be an active participant. If a question is asked, answer it. If a compliment is given, say thanks. If a complaint is made … be careful. For valid grievances, respond with empathy and ask for further information, if necessary. It’s generally best to solve disputes privately.
In the case of trolling or irrational online behavior, the most advisable move is to either not respond or flatly state company policy. Avoid heated arguments and block repeat offenders.
Get in the game
Posting on social media may seem like a frivolity when you’re trying to win bids and complete projects. However, it’s become a key part of most companies’ marketing efforts — including construction businesses. We can help you identify the costs and measure the return on investment of a social media strategy.
© 2025