Out of the shadows – companies present themselves on LinkedIn
(Kopie 1)
![[Translate to English:] Warmup für das Interview](/fileadmin/_processed_/d/c/csm__DSC6158-Bearbeitet__c_TAMMLAND_photography_bbf9261247.jpg "[Translate to English:] Warmup für das Interview")
Since the middle of the year, .bieker has been actively using the social media platform LinkedIn to present their company.
In a double interview, the trade journalist and construction fluencer Eric Sturm and the architect and entrepreneur Peter Bieker talk about public relations in the architecture industry, four-legged temptations and good content.
The interview was conducted by Stefanie Boßmeyer.
(Kopie 3)
Mr Sturm, how important do you think social media is for an architecture firm?
ES: Very important. It's an easy way to create visibility using the means you produce anyway. And because of the quantifiability of followers, likes, post views, website visits, etc., this form of self-marketing is also very measurable.
.bieker posts on LinkedIn. Are you involved, Mr Bieker?
PB: Yes, we have decided to be active. I don't do it myself, which is probably a good thing. My first reaction to suggestions for a post is always ‘No’.
ES: When you read the post suggestions, what kind of things bother you?
PB: I see a tendency to want to post a lot. Quantity seems to be the key to reach a wide audience. In doing so, it is easy to lose sight of the impact it has. I think it's important to keep an eye on that.
ES: Absolutely.
Can you give an example of a post you vetoed to keep an eye on the impact?
PB: We had an applicant who was very qualified, we actually wanted to hire her, and then she asked: ‘Can I bring my dog?’ At that point, we could have also asked the LinkedIn community to discuss the pros and cons of having an office dog.
ES: (laughs) I would have said ‘no’ to that, too.
PB: Sure, it would have gotten us comments and increased our reach, but I don't want our office to be perceived as a place that discusses dogs.
![[Translate to English:] Peter Bieker und Eric Sturm im Gespräch](/fileadmin/_processed_/2/3/csm__DSC6225-Bearbeitet__c_TAMMLAND_photography_a8cd5e0ec3.jpg "[Translate to English:] Peter Bieker und Eric Sturm im Gespräch")
(Kopie 4)
Is it true that quantity alone is the deciding factor for visibility?
ES: In fact, someone who acts according to the age-old analogue motto ‘If you want to be noticed, make yourself scarce’ can achieve very high visibility with strategically placed posts. I've tried it myself and it works. Because our network reacts much more attentively to someone who has something substantial to say, but only says it in small doses, than to someone who is constantly talking and is present every day.
As a consultant, my advice would always be to remain true to yourself and only post at a pace that suits the company. Yes, perhaps the algorithm would attract 10% more followers through quantity. But I think it's more important to make sure you present yourself in the right way. What's the point of being noticed if you're noticed in the wrong way?
(Kopie 5)
![[Translate to English:] Szene Interview](/fileadmin/_processed_/4/2/csm__DSC6213-Bearbeitet-2__c_TAMMLAND_photography_2e3036d890.jpg "[Translate to English:] Szene Interview")
If you're involved in social media, you can't avoid the topic of algorithms. What should we users know?
ES: Anything that keeps people on the site is rewarded. A social media operator needs active users, ultimately to be able to place advertising effectively. LinkedIn offers us users the opportunity to exchange ideas and a platform for communication. This is free of charge. But we are much more effective when we present content that others are likely to react to. That's the deal.
PB: Advertising is a good keyword. We naturally write on our website that people should follow us on LinkedIn. But, hey, nobody has come up with the idea of paying us for it yet – even though we definitely advertise LinkedIn.
ES: They'll have to work on their reach... (laughs).
It's more difficult for a company page to generate reach than for a personal profile because people prefer to follow people rather than companies. Would that be a reason to take action yourself, Mr Bieker?
PB: No, not really. I see the advantages, especially for a company. And there's a lot of hype about developing a personal brand. But I find this form of communication with hearts, thumbs up, and being a multiplier for posts, commenting without knowing whether and who is even interested, strange. Of course, I am happy to express my opinion in a direct conversation. But I don't have to announce it directly to the public.
Mr Sturm, effective public relations is one of your core competencies. Can you still understand this attitude?
ES: Yes, and Mr Bieker is not alone in this. In the architecture industry, public relations is often still done with the handbrake on. There used to be a ban on architects advertising, which is obviously ingrained. And from the 90s, we still know the saying ‘The architect advertises with his work.’ - and this can be seen in the built form in the city or in the countryside. Advertising was rather frowned upon in the industry.
Today, I would always recommend that architecture firms use social media. The fact is: it's happening. And only those who take action can shape their future. Otherwise, they will be shaped. This is not just a saying: every company creates an account as soon as employees refer to it. For example, there is a page for the Hessen Chamber of Architects on LinkedIn. And if you look closely, you will see that it wasn't the AKH that set up this page, but LinkedIn.
How much you use your personal profile is up to you. But it's true: the personal profile is a powerful tool and, when in doubt, more effective than anything else, at least if you do it well.
(Kopie 6)
![[Translate to English:] Eric Sturm im Gespräch mit Peter Bieker](/fileadmin/_processed_/d/a/csm__DSC6221__c_TAMMLAND_photography_042e2016a2.jpg "[Translate to English:] Eric Sturm im Gespräch mit Peter Bieker")
The deal is good content for more visibility. An architecture firm is sure to have plenty of exciting content, isn't it?
PB: That is a difficult topic, because we are not allowed to report on many projects. This has been particularly noticeable in recruiting, when applicants have obviously come with false expectations. On our new website, we are therefore trying to present the range of our activities in a more balanced way.
ES: It is often forgotten that outsiders know nothing about a company and are literally dependent on information. Even insights into everyday situations can therefore be exciting and very revealing for third parties.
In this sense, we will be curious to see if and how many dogs at .bieker romp around the office.
PB: (laughs) This was bound to be the end of our conversation...
Mr Bieker, Mr Sturm, thank you very much for this conversation.
(Kopie 7)
![[Translate to English:] Raus aus der Deckung](/fileadmin/_processed_/d/c/csm__DSC6144-Bearbeitet_c_TAMMLAND_photography_b3b3c9abb2.jpg "[Translate to English:] Raus aus der Deckung")
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Fotos: TAMMLAND Photography