The appearance of social media metrics in marketing dashboards across the AEC industry raises the question of value for those firms who have a very long sales cycle. How can one measure what exactly Twitter, Instagram, and any other platforms do?
One way is to capture and evaluate likes, shares, and comments. If a firm can identify another firm sharing its content, especially repeatedly, then instantly the marketing team of the originator knows that the content is of value to this specific firm. A potential partnership could be in the works, and the marketing team would do wise to continue pushing content that “supports” these subs and partners. The same goes for comments—if the content is worthwhile enough to create an interaction, a firm would do well to explore this relationship with the entity that commented.