Social Media: The New Search Engine
Advancing Organizational Excellence (AOE)
Association management, strategic planning, PR & marketing, event planning and other areas of business expertise
By Amy Numbers, VP of Operations and Marketing Services for AOE
For years, search engines like Google and Bing have been the go-to source for finding answers and discovering products. However, according to a recent article in Sprout Social, social media is now emerging as a powerful alternative. Users are increasingly heading to platforms like Instagram, TikTok and X (formerly Twitter) to find brands, get real-time updates and read reviews.
Why the Shift?
Nearly 82% of global search engine traffic comes from Google with the remainder coming from Bing and Yahoo. However, 24% of users now search and discover answers on social media, according to Forbes Research. That percentage is much higher for Gen Zers, with 46% turning to social media as their main information source. Continue on to see why users are turning from traditional search engines to social media.
With nearly five billion users globally, social media is more than just a place to share photos—it’s a powerful tool for searching information and making purchasing decisions. Contact AOE today to discuss how your organization can maximize your social platforms as a search alternative!
AOE News
AOE wins Marcom Gold Award
AOE has been recognized by MarCom, one of the largest, most-respected creative competitions in the world, for a major project for our client the Post-Tensioning Institute. The gold award was presented to AOE for its strategic communications efforts focused on the 2024 International Residential Code Campaign, which included the website and logo design, content and resource development, as well as development and then launch of the campaign “Stronger Standards. Exceptional Structures.” This campaign promotes the positive benefits of the code change, including the quality improvement gained through the superior materials used and better trained and educated personnel involved in the construction process. We are thankful to be recognized and proud to work with PTI.
AOE works with ACI Foundation’s research and scholarship programs
AOE is proud to work with the ACI Foundation to get the word out about the research and scholarship programs ACI Foundation supports, thanks to donations from ACI members. AOE team member Vikki Sicaras recently wrote about new research funded by ACI Foundation on BCSA cement—a promising alternative hydraulic cement for structural repairs and new precast concrete construction. It appeared in ACI’s Concrete International magazine (paid subscription for non-members). Read the article here.
AOE Celebrates long-time client’s success
AOE could not be happier that our long-time friend Glenn Eder, a member of our client’s team at American Highway, has been selected by our client American Concrete Pavement Association as this year’s Hartmann-Hirschman-Egan Award winner. With more than 40 years of dedication to the industry, his contributions and leadership have made him a deserving recipient of this prestigious award. Glenn passed away on Nov. 5, but was able to learn of this award before his passing.
AOE attends ACI Concrete Convention
AOE’s Kimberly Kayler attended the American Concrete Institute (ACI) Excellence in Concrete Construction award ceremony in Philadelphia earlier this month, joining industry leaders to celebrate excellence in the field. In the photo, Kimberly (second from right) is shown with Ann Masek (left) and Kari Martin (right) from the ACI Foundation, along with ACI Board of Direction President Michael Paul.
Additionally, AOE's own Fellowship recipient, Matthew Pasemann—a junior in the CIM program at Texas State University—was among the talented students honored as ACI Foundation Fellowship Awardees for the 2024-2025 cycle. Matthew and the other recipients had the opportunity to meet and connect with the ACI Foundation Scholarship Council, Trustees, and Donors at the Convention. Learn more.
AOE President Kimberly Kayler also had the pleasure of touring the Calder Gardens jobsite with longtime client Madison Concrete Construction in Philadelphia. Dedicated to personal contemplation and reflection, Calder Gardens will spotlight the art and ideas of one of the twentieth century’s most influential artists, who happened to be a native Philadelphian. It will feature a building conceived by Pritzker Prize-winning design practice Herzog & de Meuron and gardens by internationally acclaimed Dutch landscape designer Piet Oudolf.
Concrete is being used in many unique and innovative ways on this project and Madison Concrete found a way to make it happen! Calder Gardens is scheduled to open in 2025.
AOE attends Tri-State 2024 Fall Conference
Bryce Barker, Executive Director of the Great Lakes Cement Promotion Council and Director of Association Management Services for AOE, recently had the opportunity to attend the Tri-State 2024 Fall Conference, an event hosted by four of GLCPC’s partners: Ohio Concrete, Kentucky Concrete Association, American Concrete Pavement Association – Indiana Chapter and Indiana Ready Mixed Concrete Association. Topics included project updates, ethics, AI, mental health and more. Thank you to the tri-state team for putting this together!
AOE is headed to Phoenix!
AOE is headed to Phoenix Dec. 2-5 to participate in the annual meetings for our long-time clients the International Grooving and Grinding Association (IGGA), the Roller-Compacted Concrete Council and the American Concrete Pavement Association (ACPA). Both associations will meet with their membership that week and AOE is a sponsor of IGGA’s reception, as well as a Gold Sponsor for the ACPA conference. AOE is also sponsoring the Thursday morning 5K, hosted by the newly formed Emerging Leaders Group. We wish all of these treasured clients great events.
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The impact of TikTok on businesses: Getting started
By Elec Izenson, Marketing Coordinator for AOE
TikTok has rapidly ascended to the forefront of social media platforms, transforming from a niche app for viral dance challenges to a powerful marketing tool for businesses. With more than one billion monthly active users, TikTok presents unparalleled opportunities for small businesses and marketers to expand their reach and engage with global audiences.
Understanding TikTok's Business Potential
While you may have discounted TikTok in the past as a potential tactic for your business, it may be time to reconsider. TikTok's unique algorithm promotes content based on user engagement rather than follower count. This allows even small businesses with no initial following to achieve viral success. The platform's short-form video format encourages creativity and concise messaging, which are critical for capturing the attention of modern consumers.
TikTok's algorithm prioritizes content based on user interactions, such as likes, comments, and shares. This ensures that high-quality content can gain traction regardless of the creator's follower count. Understanding and leveraging this algorithm is essential for businesses looking to maximize their reach on the platform.
Read on to learn more about this medium as you may be surprised at how it could be a fit for your organization. On the go? Listen to the podcast here.
Need assistance with social media strategies and analytics? Contact AOE today!
Listen to the AOE Podcast
New Year, new strategy to refreshing your social media approach
In this episode, we’re gearing up for the new year by giving your social media strategy a thorough refresh. If your approach to social media has been more “set it and forget it” lately, this episode is perfect for you. We’ll explore practical steps to breathe new life into your online presence and ensure it aligns with your goals for the year ahead. Listen to the podcast.
To learn more about creating a social media strategy click here.
Are you a regular listener?
Advancing Excellence is a weekly podcast hosted by AOE – serving the AEC industry. AOE’s podcast shares tips, ideas, marketing, events, strategic planning, crisis communication, organizational management, thought leadership and more.
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AOE Digital University
AOE launched Digital University to help our audiences expand their knowledge on digital marketing. We tailored the microsite specifically for our clients and others like them, who are predominantly AEC professionals that come from the trenches of their respective fields. Recognizing that these professionals often juggle various roles, including marketing responsibilities, Digital University offers blog articles, e-books, videos and podcasts to learn about the latest digital tools. Topics include strategies and tools, websites, search engine optimization (SEO) and analytics, social media and artificial intelligence.
Visitors can choose from several quizzes to test their knowledge of digital marketing. They also earn an AOE Digital University graduate badge by passing the final exam, which consists of 50 questions and takes about seven minutes to complete. Those with a minimum 70% pass rate (35+ correct answers) will be emailed an electronic badge. Visit www.aoedigitaluniversity.com.
What Our Clients Are Saying About AOE!
Happy Thanksgiving from AOE!
This season, we’re especially grateful for the people who make everything we do possible—our clients, partners, and hardworking team members. Your trust, collaboration, and dedication allow us to keep pushing the boundaries of excellence every day.
As we reflect on the year, we are thankful for the meaningful relationships we’ve built and the projects we’ve been privileged to be a part of. We’re inspired by the impact we’ve created together and look forward to another year of shared success.
From our team to yours, wishing you a wonderful Thanksgiving filled with joy, gratitude, and good company.