The professional use of social media by architects

The use of social media by companies to increase their profile & revenue has grown considerably in recent years and for good reasons.

The use of social media by companies to increase their profile & revenue has grown considerably in recent years and for good reasons. Facebook was the first social network to surpass 1 billion registered accounts and therefore a very important new communication channel for companies.

But how well can you reach specific target groups via the various social media channels?  In this post, I will focus on the European architects.

The first thing which is very striking is that there are huge differences per country. Generally speaking, the Dutch seem to be a digital native people. This trend is also visible among Dutch architects, as they are at the forefront when it comes to the professional use of social media. In the Netherlands almost 85% of Dutch architects are active on social media, but also many Spanish architects use social media for professional purposes, as 4 out of 5 architects are active on social media.

However, almost half of the German architects don’t use social media professionally. The same goes for Poland. Italy has the highest share of architects not using social media professionally.

The image above also shows the top 2 professionally used social media sites by architects. Facebook is quite popular among Dutch architects, as 43% indicated that they professionally use this social media site. In Germany and France the use of Facebook, and social media in general, is considerably lower and this is not a medium that is professionally used. In these two countries Google+ is a more used social media site.

However there is another social medium that is heavily used by Dutch architects and that is LinkedIn. A stunning 79% of the architects mentioned that they professionally use LinkedIn, which is considerably higher than any other social media site in other European countries. When using LinkedIn a majority of architects can be reached in the Netherlands, but also in the UK. Online networks become more important in all countries, although the social media usage is not as heavy everywhere as you can see that only half of German architects already professionally use social media.

The increasing usage of social media makes it a more interesting way for manufacturers to reach the architects, but social media can also be a tool for architects to use it as a portfolio and for reaching their own clients

So in general the manufacturer can reach the European architect through different social media sites. In all countries but Italy the professional usage of social media has grown significantly compared to two years ago. The best way to reach the architect on social media is to be active on LinkedIn and Google+, but also Facebook plays an important role in almost every country.   These and many other results and trends of the developments of the European construction market can be found in the European Architectural Barometer, an international market research conducted among 1,600 architects in Europe. This study is conducted in Germany, France, Italy, Spain, the United Kingdom, the Netherlands, Belgium and Poland by Arch-Vision four times a year. The research covers the developments of architectural turnover, order volumes and the impact of the crisis. Besides these economic statistics, a specific topic is highlighted each quarter. The topic in Q1 2016 was “Decision Making Unit (DMU), orientation and media orientation

For more information, please feel free to contact me directly at Hoogenboom@usp-mc.nl