Social media platforms should be used more to facilitate difficult conversations, according to one industry leader. By Cristina Lago
Danny Clarke, commercial director at the National Federation of Builders and high-profile construction influencer, believes social media can be a valuable professional tool, allowing users to engage on a range of issues.
LinkedIn is Clarke’s platform of preference for relationship-building, to understand audiences and trends, and to keep up to date with new developments in construction.
“With LinkedIn, you can focus on specific industries through the search fields. You don’t get that in other social media platforms,” he said.
However, Clarke warned about the risks of staying in a bubble within construction. “It’s really important to have a balanced viewpoint and step back to look at what’s happening in other areas – for example, the EDI space in other industries – to take those good practices and use inspiration,” he added.
Post for yourself
Clarke’s advice for people interested in using LinkedIn is “to post for yourself rather than others”.
“Yes, having a popular post gives you a sense of dopamine release, but it doesn’t necessarily get into your audience or get people talking about what they are genuinely passionate about,” he said.
One of his most popular posts came around a year ago. He wrote in support of women getting time off during their periods and asked others about their opinions. He was immediately lambasted by people who questioned his views about the issue due to his lack of lived experience.
“I’ve never experienced it – I get that. But as an ally, we shouldn’t stop talking about it,” he insists. “Just because I’ve never experienced a broken leg, it doesn’t mean that I cannot empathise with someone with a broken leg.
“We should be creating a safe space where it’s OK to talk about things that make people uncomfortable.”
Clarke insisted social media users should not be discouraged by negative comments, while keeping interactions civil. He said: “As long as your opinions are based on facts and you are not racist, homophobic, ableist, ageist… It’s OK to have a view of something. Disagree with an opinion, but don’t make it personal.”
Read more about how construction influencers are using social media to make a positive impact in the industry at www.ciobpeople.com.
