I’ve been doing a lot of market research, asking people in the SF Bay Area AEC industry about their use of social media: if they’re using it, how they’re using it and what they see as the future of marketing professional services. I share some of what I’ve learned and what I believe is needed for the AEC industry to benefit from social media marketing in this clip from an interview on why the AEC industry isn’t using social media.

The executive summary is the time for the AEC industry to embrace social media is now because the market is ready for us to do so, but we have to change the way we do things because social media is a personality driven, interactive channel of communication with the right people at the right time. To get any ROI at all firm leadership has to take an active role, and be the face of the firm - the point man, the rock star, the man with the plan. Marketings job is still to craft, coordinate and control the messaging, but the clients won’t engage with the marketing coordinator. “The Man” has to do the talking.

No one asks “Can we get Gehry Partners, LLP to design our civic center?” they ask “Can we get Frank Gehry?”