Social Networking as a Business Strategy

© Pamela A. Scott, 2008

Recently, I asked members of two engineering groups on LinkedIn this question:
How are your firms using social networking to market and communicate?

The responses I've received have verified what I believed: engineering firms are resisting using LinkedIn and other social networking tools to communicate with clients and to market their services.

I did find one owner, though, who is moving into the uncharted waters. Dave Coffey owns an engineering and surveying firm in Wyoming.

"As you know," Dave wrote, "it is often not what you know but rather who you know. I feel our industry is behind in this form of communication, and our younger professionals really take to this."

"Our biggest sales avenue is referrals, and a very effective way to generate referrals is to develop relationships," Dave said. "Therefore, social networking is really the key. Some of our staff don't like to network, others embrace it. Interestingly enough, it is our young staff, 40 or less, that is the most accepting of this."

Several others echoed Dave's thinking about social networking as a good tool for the "under 40" crowd.

"Our existing clients for the most part appreciate social networking efforts," Dave said. "I am really excited to see how a full-time business development person that is focused can not only help generate referrals but also help our staff be more effective with BD."

Dave selected a group of employees to participate in social networking, particularly LinkeIn. He also hosted a lunch and learn on how to use LinkedIn.

"We plan on making social networking part of our marketing and new business development strategy," Dave said. "What I really am trying to accomplish is incorporating social networking in general into our corporate culture."

Kudos to Dave.

Here are comments from others in the engineering community. See what they have to say. Maybe you'll decide to join Dave Coffey and use social networking as a business strategy.

Dave Calkins wrote:

"I am the only one in our SBE photogrammetry firm, which is utilizing social networking. More tenured staff still seem more comfortable with face-to-face relationships. I think they will continue with that mindset until some projects come our way, specifically garnered from social networks."

Amanda Conger wrote:

"While many people at my company are on LI (LinkedIn), I don't know that we use it officially. We definitely don't use Twitter officially.

"One thing that I have noticed is that it is easy to get people signed up for social networking sites, but that then they have no clue what to do once on board. Some of it is because they don't have the time to sit down with it and some of it is due to experience with social networking.

"I have been blogging and networking regularly for 3 years and before that chatting through IMs (instant messaging) with friends. Since social networking sites all tend to offer similar features, this experience makes it very easy for me to learn my way around new sites.

"I think the best way to go is lead by example. Be active and talk about it. Describe the benefits that have occurred and talk about anything else interesting. (I had an interesting discussion on LI the other day...) Doing that will raise awareness of the site, what it is used for, and how it can be used."

Andy Case wrote:

"I asked some of the hiring managers that I deal with how they use this site, and I was interested to see that some view the activity of their employees as self-promotion for a better position outside their current employer. In one case they actually discovered an employee who was in the interview process with other companies because of things he was not happy about at his current job.

"The manager, who is perceptive, valued his employee and confronted him, ironed out the issues which included defining a clearer career path, laying out expectations, and also bumping his salary. Although a lot of managers may think everything is fine because employees may not speak up, this employer indirectly heard his employee who spoke through LinkedIn.

"This prevented what would have been a large gap in his organization. This is a much better outcome than an employee tendering their resignation and then receiving a counter from the employer."

Crystal Pendergrass wrote:

Unfortunately not at all. Within my field, specifically site development, I've seen a strong tendency to stick with existing methodologies. This includes not only how the companies market themselves, but also with training and software.

"I think this is why civil engineering is having a hard time recruiting and retaining under-40 employees. Admittedly I've only worked for smaller local firms (under 50 employees)."

Benjamin E. Matthews, P.E. wrote:

My firm is not really using them, but I am trying to leverage social networking as much as possible for the non-profit that I am involved with (Society of American Military Engineers). Since so many students communicate on Facebook we have a SAME group, and we also have a SAME group on LinkedIn that is open to SAME members.

Tina Toburen wrote:

"As an independent consultant and sole-proprietor, I use LinkedIn to find new contacts and reconnect with colleagues I've met, but may not have contact information for.

"I've recently joined some of the LinkedIn industry groups - which look very promising for making new contacts; both for educational purposes, and potentially new clients.

"I also have a blog on my company website, which I use to publicize thoughts and recommendations on industry topics. I use the social networks and blogs to promote bi-directional communication with clients and industry colleagues.

"A few people I've talked with have shown some resistance, but I think that is fading fast. As long as we all recognize that these are public forums and our communications are documented and may be used for or against us at a future date, I think we'll all do well."