Sharing best practices on personal profiles and company pages, with some digital marketing tactics, integration with other social media channels, a case study and resources.
the Global BIM Network was launched in 2021 to promote digitalisation in construction. BIM (Building Information Modelling) integrates technical standards, data, technology and digital skills to improve collaboration and efficiency. In less than a year, 4,500 members from the public and private sectors joined. BIM case study in Leveraging Social Media for Research Communication, Funding and Societal Impact: https://osf.io/preprints/socarxiv/fwk5j_v2
Facebook to engage with construction professionals across the world. Community Building We chose webinars to build a community and increase membership among stakeholders. Data-driven decision-making Analytics tracked engagement metrics like social media likes and visits to the website to refine and optimise the strategy. Content English, Spanish, Italian and French were tested. English and Spanish were eventually selected for social media campaigns to share articles from the news section of the website, information about webinars and updates in membership.
visual, ideal for brand storytelling, product showcases and influencer marketing. • Facebook: community engagement, customer service and targeted ads. • TikTok: viral marketing, brand awareness and reaching younger audiences, entertaining content. • YouTube: tutorials, reviews, and entertainment. Builds long-term engagement and brand loyalty. Effective if used with instagram for long-form content. • Pinterest: visual discovery and traffic to e-commerce sites. Great for DIY, home decor, fashion and food. • Reddit (subreddits): niche communities. • NextDoor: local marketing.
studies, white papers, personal updates, company updates. • X: a lost cause unless you do shady political marketing • YouTube: educational content, product demos and webinars. • Facebook: community building and targeted advertising. • SlideShare: presentations, infographics and reports. • Reddit (specific subreddits): niche business communities. • NextDoor: local marketing. Ice break: Which networks work for you?
across the world. Other activities you can use LinkedIn for: • Newsletters to your network • Company pages • Sharing podcasts, videos • & slidedecks • Advertising events • Sales Navigator (paid tool)
customers while keeping your website up to date is a news section or blog. These could contain articles, videos, podcasts and recorded webinars – you can then share urls in e-newsletters and on social media. Data-driven decision-making Google and Social Media Analytics measure likes, comments and other metrics, such as visits to the website. These show what works and what doesn’t. If you use Mailchimp or other e-newsletters you can find out how many people open your emails, clicks your links and other actions. You can then tailor communications.
networking Professional services (i.e. coaching) Facebook Groups International communities Consumer interest groups Webinars Thought leadership Product demos Multilingual Content Global reach & l0calisation Diverse customer base Analytics Strategy refinement Audience targeting
anticipate customers’ actions Most people dislike AI-generated posts on LinkedIn, there are constant discussions about this. The core argument: AI is not good at relationships, is predictable and unoriginal. It is OK to use AI to brainstorm and fix your spelling, but always rewrite the output. Ice break: How do you feel about AI tools? https://www.twinword.com/blog/ai-marketing/
& showcase expertise Breakdown of an industry shift, step-by-step framework, lessons from a failed project. Affinity (30%) Humanise the leader & build rapport Behind-the-scenes founder stories, mistakes made, personal values, company culture. Action (20%) Drive direct inquiries & leads Client case studies, before/after transformations, specific lead magnets (e.g., templates). Attraction (10%) Broaden reach & build network Strong opinions on trends, industry counter-intuitive truths, poll discussions.
viewed your profile: View a complete list of everyone who looked at your profile over the past 90 to 365 days, along with insights into how they found you. • InMail messaging credits: Message prospects or industry leaders directly without needing to send a connection request first. • LinkedIn Learning: Get full access to an on-demand library of professional courses and certifications. • AI-powered tools: Access generative AI tools for writing assistants, profile optimisation and drafting messages. • The Gold Badge: Display a premium icon on your profile.
• AI tools: www.therundown.ai/best-ai-tools/best-aimarketing-tools My papers on digital marketing & comms - ResearchGate • www.researchgate.net/publication/351627644_The_Virtuous_Circle_of_O mnichannel_CRM • www.researchgate.net/publication/361023287_Using_Social_Media_to_Bui ld_the_Loyalty_Loop_in_Omnichannel_Retail • Leveraging Social Media for Research Communication, Funding and Societal Impact (LinkedIn & SEO case studies)
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