What architects need to know about social media

Being active online will get you noticed. Strengthening ties with existing clients – and being seen by new ones – is just the beginning. People who influence your clients, including peers with the potential to refer, are all engaging in daily online dialogues.

A clever social media strategy will help raise your practice profile and position you as an expert in your field. The result? More leads and ultimately more work.

What type of social media is best for architects?

  1. Instagram
  2. Twitter
  3. Facebook
  4. LinkedIn

What to post on social media?

Before creating any social media posts, ask yourself:

Is this of interest to my clients and prospects? And, is this in line with my practice’s brand?

A good place to start is with your clients themselves. Reflect on the types of queries, concerns or issues they bring to you. Tailor content that provides solutions to those issues – chances are, these types of stories will resonate far and wide.

Consider any or all of these ideas for upcoming posts:

— Outline the process of working with an architect
— Tips and tricks (eg renovating or rebuilding)
— Behind-the-scenes or sneak peeks of projects
— Progress updates on high-profile projects (eg revealing facades)
— Awards won or editorial mentions – online or offline
— Client testimonials (eg short, on-camera interviews)
— Meet the team (eg profile staff members)


— Encourage two-way conversations and respond to comments in a
timely manner
— Comment on other social media accounts and, where appropriate,
share other people’s posts
— Tag clients, consultants, photographers and ensure you appropriately
credit any image that is not your own
— Extend your reach by identifying and deploying popular hashtags
— Be polite and mindful of social media etiquette


— Use technical jargon that could alienate or confuse your followers
— Buy followers – genuine connections are the only followers you should seek
— Share confidential or sensitive information
— Be inconsistent in how frequently you post fresh content
— Say or do anything only that you wouldn’t say or do offline


These notes have been prepared by Lindy Johnson Creative Agent for the Australian Institute of Architects. Australian Institute of Architects eligible members can access the full “Social media” Acumen Practice Notes here.


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