Social Media Channel Used Most by Building Construction Companies Remains Facebook

Accountability Information Management, Inc. (AIM), a leading B2B research company, recently published a new AIM Snapshot research on the most used social media or online channels by  building firms or companies. Even with the social media explosion during the pandemic, AIM researched indicates that Facebook still reigns as top leader.

“Professionals turned to these channels even more than they did pre-COVID-19,” says Patty Fleider director of research at AIM. “Even though this research was conducted in January 2021, when COVID-19 was actively disrupting the world and vaccines were just ramping up, it shows that it is important for product manufacturers to be active and maintain a presence in all the main social media channels.”

During the pandemic, many companies required employees to work from home or on staggered work schedules, which prompted the boost to social media use and elevated the importance of its use to maintain a company’s success. The AIM research revealed 82% of companies involved in the commercial or residential building construction market are actively using social media to promote, showcase or support their company or firm.

The top social media sites have seen plenty of movement in the last few years. The use of these social media channels became even more critical during the pandemic. Facebook might still be dominant with companies/firms in the building construction industry, but the top three preferred channels can vary based on the type of work they do. For example, the AIM research indicates that architects use Facebook followed by Instagram and LinkedIn.

For this study, AIM surveyed architects, interior designers, engineers, and facility managers. The survey was conducted on-line 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.

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.

Editor's Note:

See our other AIM research you can use in your business on our website. Here’s one on Business or Pleasure: recent AIM research shows social media does both.

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