International. Accountability Information Management, Inc. (AIM), a B2B research firm, recently published new research on how building professionals use social media or online channels for business.
There are several reasons why building professionals use social media and online channels for their jobs. The research revealed that they use social media for a variety of reasons, including networking, building their businesses, and searching for new products or industry news.
While the use of social media/online media channels may not be for everyone, this research indicates that the majority of building professionals (72%) are in fact using it for their jobs. Interestingly, the study found that social media use comes down to whether it's relevant to their jobs: 27% of those who don't use social media indicated that their company uses it, but they don't.
"While it remains to be seen whether building professionals will continue to use social media to work on COVID-19 levels," says Patty Fleider, AIM's director of research, "this research provides a good indicator of how architects and engineers use it differently."
For this study, AIM surveyed architects, interior designers, engineers, and facility managers. The survey was conducted online in January 2021. The overall response was 153 completed surveys. The full snapshot report can be downloaded for free on http://intrln.com/socialmedia2.
This snapshot is part of an ongoing AIM research library, which can be found in www.a-i-m.com/snapshots along with a variety of other in-depth research reports on the construction market.
The Snapshots section is intended to provide key market information for building construction professionals and manufacturers in a concise and easy-to-understand and absorb format. Each snapshot provides a brief 2-page written summary and a graphic presentation suitable for publishing a key research finding of current AIM studies.
Snapshots provide an overview of current market trends, audience behavior, customer knowledge, and more. These easy-to-understand resources focus on a variety of topics that are of interest to manufacturers and marketers, including how COVID-19 impacted construction professionals, the specification process, the growing importance of the "design foundation," the role of architects, contractors, and designers in selecting new products, and much more.
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