Balfour Beatty has more Twitter followers and Facebook fans than any other UK construction contractor. It also comes out top on Instagram.
Kier, BAM and Willmott Dixon also score highly. Vinci and Keller, on the other hand, are barely even trying.
The study was conduct by digital marketing specialist Arvid Linde of Bournemouth-based LexisClick. He analysed the social media presence of the Top 20 contractors, looking at their Facebook, Twitter, Instagram and Youtube activities. LinkedIn was excluded as a given in the corporate world.
Regarding Facebook, Arvid Linde says: 鈥淏alfour Beatty stands out in terms of content format. They are using their 8K-strong Facebook following to gain extra subscribers to their Youtube channel. Even their CTA button links to a video instead of the more traditional B2B approach to use 鈥楥ontact Us鈥� or 鈥楥all Us鈥� as the Facebook CTA.鈥�
He adds: 鈥淐arillon is using their Facebook stream to showcase various professions and to promote apprenticeships. Morrison Utility on the other hand are taking a much more fun approach to their Facebook campaign.鈥�
Kier gets credit for launching a mini site to help tell ordinary people about civil engineering and building bridges. 鈥淯nfortunately, they鈥檝e gone about it the wrong way,鈥� he says. 鈥淭he minisite is hosted on Blogspot 鈥� one of the un-coolest social sites ever conceived. I鈥檇 get it if they had built it in Tumblr because then they鈥檇 at least enjoy some interaction from other platform users.鈥�
Those companies that use Instagram are generally doing a reasonably good job, Mr Linde says. 鈥淲hat they lack, though, is a good mix of topics. Balfour Beatty is good at instagrid, ISG can make their staff look fun and relatable, Murphy Group have allegedly the most beautiful bulldozers in Britain while Laing O鈥橰ourke and BAM have a special talent for delivering top-notch urban photography. If you mixed the five, you鈥檇 have a perfect B2B Instagram account. On their own they're just not good enough to warrant thousands of followers.鈥�
His full analysis can be seen at
|
Company |
|
|
|
Youtube |
Total reach |
|
balfourbeatty.com |
59378 |
||||
|
kier.co.uk |
49391 |
||||
|
bam.co.uk |
45266 |
||||
|
willmottdixon.co.uk |
40877 |
||||
|
laingorourke.com |
36977 |
||||
|
carillionplc.com |
35294 |
||||
|
macegroup.com |
28542 |
||||
|
costain.com |
25013 |
||||
|
mitie.com |
22681 |
||||
|
interserve.com |
22489 |
||||
|
construction.morgansindall.com |
20211 |
||||
|
wates.co.uk |
16877 |
||||
|
amey.co.uk |
15887 |
||||
|
isgplc.com |
9582 |
||||
|
mearsgroup.co.uk |
8905 |
||||
|
murphygroup.co.uk |
5471 |
||||
|
bandk.co.uk |
5204 |
||||
|
volkerwessels.co.uk |
3186 |
||||
|
morrisonus.com |
1679 |
||||
|
vinciconstruction.co.uk |
498 |
||||
|
kellerconstruction.co.uk |
436 |
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