Pros and Cons: Recent AIM Research Points to the Impact Social Media has on Business

Accountability Information Management, Inc. (AIM), a leading B2B research company, recently published a new AIM Snapshot research on some of the advantages and disadvantages that professionals have with using social media for work. The study found that building professionals use social media for business because it is easy to use, can reach large audiences and provides a quick way to make others aware of their business.

Even with the social media explosion during the pandemic, AIM researched proves that social media is also used by professionals to showcase their work and look at what others are doing.

While social media systems are open and offer instant exposure, with any free open channel it can often be misused or abused. There is just too much information out there. And some building professionals that participated in the AIM research indicate that it is too time consuming and difficult to control or manage. In addition, many of these professionals say that while social media is a valuable tool, it should never replace the need for face to face or personal networking/contact.

“Understanding the pros and cons of social media use for business allows you to leverage the pros as you prepare your marketing strategy,” says Patty Fleider director of research at AIM. “While also considering the cons of social media, like no credentials and abuse issues, to develop a balanced and realistic marketing game plan.”

For this study, AIM surveyed architects, interior designers, engineers and facility managers. The survey was conducted online in January 2021. Overall response was 153 completed surveys. The full Snapshots report can be downloaded free of charge at

This Snapshot is part of an ongoing AIM research library, which can be found at along with a variety of other in-depth research reports on the construction marketplace.

About Accountability Information Management, Inc.
Accountability Information Management, Inc. (AIM), is a full-service B2B marketing research and information management company. AIM specializes in providing innovative, custom-designed research and analytical data services to support and enhance clients’ strategic business decisions. AIM gives clients the ability to measure critical market parameters in order to stay connected to their customers, their competition, their suppliers and the ever-changing market environment. AIM has been conducting customized market research for over 25 years. Our highly experienced and committed team of professionals ensures accurate diagnosis of the issues, development of a unique research plan and expert project execution. AIM’s extensive industry and marketing background puts them in a position of knowledge to design a research program that gives clients the market intelligence they need to make more informed and successful business decisions.

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