How are the top construction companies in the UK applying Social Media?

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Nick Pauley analysed the use of Social Media Tools in the Construction Industry. The top fifteen UK construction companies in 2009 were systematically examined whether they had a presence on Twitter, LinkedIn and Facebook as well as if their social website presence was properly linked with their own websites. Nick also investigated as if the firms were able to proactively monitor traffic and whether they had the ability to measure the success of their marketing intiatives and their social media activities for example by using Google Analytics.
Nick Pauley's analysis shows that the top 15 construction companies are actually applying Social Media. However, without actively engaging with the online community. It also appears that the firms "only do it because everybody is doing it" without any creative integration of Social Media in their business and marketing strategy. Apparently, with their approach to Social Media those companies gamble away substantial opportunities and expose themselves to a significant business risk by not monitoring and guiding the online discussions on their social media sites!

One of Nick's main observation is that there is a considerable lack of integration of their online marketing tools. Moreover, it appears that each social media platform is treated like its own individual campaign without integrating Twitter and Co. into their main business websites. Furthermore, Nick observed that there is no proactive discussion, moderation and not even a proper monitoring of the ongoing discussion of many of the top construction companies.

Nick Pauley's complete and very thorough analysis can be found on his website PauleyCreative.

Nick Pauley's analysis of the 15 largest construction companies and their use of Social Media. Nick's analysis shows that most of the companies are present on Twitter, LinkedIn and Facebook, however, there is a significant lack of integration between their company website and the Social Media sites as well as a substantial lack of proactive participation in the online community