Should you be using social media for stakeholder communication?

Social media is often seen as a quick, low-cost, and easy way to reach people. For many, it has become part of everyday life. So, it might seem sensible for a community manager to use the channels where people are already active. Social media is regularly used in construction and infrastructure projects, but it is not without its drawbacks. In this blog, we will share our thoughts on some of the challenges of using social media for stakeholder communication.

Limited reach

Not everyone is on social media, which means you are likely to miss out on engaging with a significant number of stakeholders. Plus, there is the question of whether people actually go on social media to communicate with construction firms. Users are also spread across different platforms. Older audiences tend to be on Facebook, while younger people are more likely found on TikTok, Snapchat, or Instagram. And within a year, these trends could shift again.

Algorithms decide what gets shown

Social media algorithms control who sees your post, so you cannot assume that everyone following your project will notice your updates. For instance, on Facebook, only about 5% of your followers will typically see your posts. Each platform has its own algorithms, which are constantly changing, leaving you with very little control unless you choose to invest in paid advertising.

Moderating Social Media

Whichever platform you use, social media can be tricky for construction companies. It takes time and effort to moderate comments, and if you get negative feedback, it is out there for all to see. If disputes break out online between stakeholders, it can quickly undo hours of positive work, especially if left unaddressed or poorly handled.

What is the alternative?

So, is there a better option than using social media for stakeholder communication? Publiq can be a great alternative, as it gives construction companies more control and ownership over their communications. That said, it is important to remember that technology is not the only answer – personal meetings, letters, and other traditional methods are often appreciated by stakeholders and are likely to remain valuable.

Tips for using social media in stakeholder communication

If you choose to use social media despite its challenges, here are six tips to help you manage the risks:

1. Create a clear communication plan for your stakeholders, so you know exactly what you want to say, to whom, and when.

2. Take the time to understand your stakeholders and the channels they are already using.

3. Do not just post bad news. Regular updates force you to share when things are going well too, which helps to avoid an overly negative tone.

4. A strong image can be more powerful than words – and short videos can be even more engaging. Sharing multimedia updates can help you connect with your audience in a more interesting and relevant way.

5. Develop protocols for handling negative comments online. Odd as it may seem, the way companies respond to negative feedback can actually improve their reputation with stakeholders.

6. Keep your pages up to date. If your social media presence is outdated or lacks regular updates, it sends the message that keeping stakeholders informed is not a priority. Make sure your timeline is always current.