Integration of Social Media in Day-to-Day Operations of Construction Firms

Abstract

Social media (SM) has introduced substantial changes to communication between organizations, communities, and individuals. This study examines the current usage of SM within the construction industry. It also analyzes the potential risks and rewards and the collaborative and innovative aspects of these online applications. To understand this, an SM log was developed to track activity on popular SM platforms for 10 construction organizations. Additionally, qualitative and quantitative data were collected from construction organizations that were familiar with SM as a company resource. The main finding was that traditional SM platforms are being used within the daily operations of construction companies. Popular sites, such as Facebook and Twitter, are being used to share industry events with the communities of followers. LinkedIn, on the other hand, is being used to develop professional networks and assist in recruitment. However, conventional forms of communication, e.g., emails and telephone calls, continue to be the preferred methods of connection with vendors and subcontractors. Uses of SM for collaborative and innovative initiatives outside the organizations’ boundaries are minimal.