In one of the previous analyses on the Facility Management Industry Outlook, Infoprations stated that the industry is
suffering from public recognition and understanding of the core activities or
solutions being provided by companies. In the present analysis, Infoprations discovered that the use of
blogging to disseminate values of solutions and creating necessary awareness about
the industry by the key players is low.
From
20 companies examined, results indicate that 8 companies have blog section
on their official websites, where specific information on offerings, trends and
issues in the industry are being disseminated to the public.
In
terms of content forms and structure, analysis shows that featured articles
development, industry news and company activities such as company’s recognition
through awards and events are being embraced at the expense of eBook or report,
whitepapers or case studies, fact sheets and webinars or videos that have high
propensity of increasing clients’ understanding towards purchase and recognition
of the industry.
Whenever
the companies published featured articles, analysis reveals that emphasis was
on the specific benefits (takeaway) and the need to share the articles with the
people on their social network or contacting experts within the companies.
Analysis
further indicates that 77.8% of the companies published occasionally. Finding also shows that the companies had the
highest number of posts in 2017, 2016 and 2018 (as at October 14, 2018). Forty-eight posts were found for 2017. In 2016 and 2018, 40 and 26 posts were discovered respectively. The total posts was 144.
These
insights have many implications for the industry’s growth, awareness and
recognition agenda. Apart from the fact that blogging drives traffic to website
towards leads generation and conversion, and establishes authority, it is one
of the new media that could be used by the players to correct the impression
that the future of the industry is in the hands of Estate Surveyors and
Valuers, and other practitioners in the built environment, suggesting that
other professions do not subscribe to the notion
that the industry is multi-disciplinary in nature.
Infoprations
believes that creation of free valuable content in forms of eBook, whitepapers,
fact sheets and videos will increase public’s knowledge and understanding of
the industry now and in the future.
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