Social Media: You’re Not Doing It Right (Yet)

Too many AEC firms are stuck at one of two extremes: 

• They throw time and money at social media hoping for a viral moment without a strategy to convert attention into business. 
• Or they ignore it altogether, convinced it’s just for B2C brands or Gen Z influencers.

Both are wrong. 

The reality is this that social media is no longer optional – it’s a core business tool. 

In the AEC industry, where the sales cycle can be long and relationships drive revenue, your digital footprint builds the credibility buyers need to even put you on the shortlist. 

If you’re still asking “Do we need social media?,” you’re asking the wrong question. Instead, ask this: Are we using social media to drive revenue, reputation, and relationships? 

Here’s what smart firms are doing in 2025 with social media: 

1. They build brand trust long before the RFP drops.
   AEC buyers now self-educate online. If they can’t find you, or find a reason to trust you, you’re out of the running.
2. They create repeatable, platform-specific content.
   LinkedIn isn’t Instagram. Strategy and tone need to match the platform and the audience.
3. They leverage thought leadership and POV.
   Decision-makers engage with people, not brands. Principal-led content, expert POVs, and project insights build authority.
4.  They track results beyond vanity metrics.
   Engagement is great, but does your content lead to conversations?

Especially in AEC, here’s what social media can do: 

1. Give your firm a competitive edge in pursuits.
   Clients check you out online before they check your proposal.
2. Turn your experts into influencers.
   Positioning your team as industry leaders makes your firm more valuable. 
3. Broaden and deepen engagement.
   From clients to teaming partners to future recruits, your audience is already there.

You don’t need to post every day. But you do need to show up with purpose, consistency, and a clear message. 

The question isn’t “Should we be on social media?”  It’s “Are we showing up like the industry leader we say we are?” 

Interested in help with your social media strategy or presence? 

Contact Smartegies today.