Are you missing out on marketing opportunities?

Have you found yourself asking “Is social media even relevant for the Steel Construction industry?” or “Denise, what is a hashtag, how does it work and why should I care?” or “What the heck is this #PositiveStoryOfSteel I keep hearing about?”

Pull up a chair, grab a cup of coffee and let’s get to settling your ambivalence about this under-utilised marketing tool. In this editor’s note, I’d like to demystify some social media jargon, and hopefully – help shed a bit of light on some of the social media marketing opportunities you may be missing. Let’s cover some basics.

What is a hashtag?

“A hashtag is a type of metadata tag used on social networks such as Twitter and other microblogging services, allowing users to apply dynamic, user-generated tagging which makes it possible for others to easily find messages with a specific theme or content.” (, 2019).

In a steel industry context, using hashtags effectively can help you reach potential clients (specifiers, architects, and engineers) by enabling them to see the content you are posting. For example, Architects on Instagram may follow the #Architecture hashtag. People actively search for topics that interest them. If you post (well composed and visually interesting) pictures of your project, and add relevant hashtags, you will boost your visibility with potential clients and/ or business partners.

What is the #PositiveStoryOfSteel?

There is enough soul-sucking, depressing news out there. We’d like to bring the focus back to the capability of industry and the fantastic work that gets done, despite the many obstacles faced. Adding the #PositiveStoryOfSteel hashtag to your company’s social media posts helps to shine a spotlight on what our industry produces.

Why does your business need to be on social media?

Simply put, social media provides an opportunity to showcase what your company is capable of.

It gives people a chance to see examples of the work you’ve done as well as the culture of your organisation. It’s one of the first places where people start making decisions about whether or not they want to do business with you. In a highly competitive environment, having a website is not enough. Having a presence on widely utilised social platforms, and posting quality content, will help to drive traffic to your website, where (hopefully) you have the conversion mechanisms in place to guide them along the journey from visitor to customer.

How can your business get started with social media?

If you’d like to explore this powerful marketing channel, but you’re not sure where to start, we’d like to help. The SAISC offers a free 30-minute consultation session to members to review their current social presence and advise on the way forward. We’ve partnered with service providers we know and trust to assist our members with setting up and maintaining their social media presence.

For more info, contact the SAISC’s Marketing Manager, Denise Sherman on (011) 726 6111 or email