Designs by Skill, RJK Construction use Instagram to promote work

The adage, “A picture is worth a thousand words” speaks to the genius behind Instagram, an online photo-sharing, video sharing and social media networking service. Members can post pictures, follow other users of Instagram, accumulate their own followers and track the likes or comments on what they post and comment if they so desire.

Companies such as Designs by Skill and RJK Construction in Arlington, Va., are using Instagram to promote themselves, the projects they are working on and to periodically show followers a behind-the-scenes look at a life in remodeling world.

RJK Construction created an Instagram account as a way to drive attention to its work.

RJK Construction created an Instagram account as a way to drive attention to its work.

“We felt that we can say more with a picture than we could with a couple of sentences,” says Suzanne Kalmin, owner and president of Designs by Skill, and vice president of RJK Construction. “We want to show the quality of our work and build our brand and show what kind of company we are.”

In addition to finished project photos, they post images such as team members at work and at NARI association meetings. One image shows two men digging out a window well with the comment, “It’s a beautiful day to dig out a window well.” Another image is of a restaurant’s sign in New Orleans while team members participated at the 2014 NARI Spring Business Meeting with the comment, “…Enjoying the beautiful architecture in this great city.”

They even include tongue-in-cheek images and comments. For example, an image of a mint green tub, toilet and sink, includes the following comment: “Our fire sale is tomorrow, and we couldn’t be more excited. You know this mint tub, toilet and sink are calling your name…” Another image has three female employees posing with paint brushes and rollers and calling them, “RJK Construction Inc.’s Angels.”

RJK Construction highlighted their office remodel via Instagram.

RJK Construction highlighted their office remodel via Instagram.

“Instagram shows more of the company than just, ‘Here’s what we do’—it shows who we are,” says Michelle Nguyen, marketing and event coordinator for the two companies. “It’s a good way to engage with the community, other designers and other industry professional and people who are just interested in looking at remodeling and getting their own projects together.

The company even uses hashtags to draw people to their Instagram images. They create hashtags by selecting keywords people would search for and using hashtags that have worked for the company in the past. Some examples include #homedécor, #designbuild, #RJKConstructionInc.

The companies started using Instagram about 10 months ago and currently have 367 followers, comprised of industry professionals, including fellow contractors and designers, editors and people who simply enjoy design.

Nguyen spends about an hour every day on Instagram to post photos, following people in similar industries and monitoring the likes, comments and hashtags to see what photos get the most attention. She explained that she hasn’t done too much with the metrics yet, but hopes to ultimately get some business leads through the site. “We don’t spend too much time on it per day, but it’s good to see how people are engaging with it,” she said.

The companies also link their Instagram images to the other social media sites they use, including Facebook, Houzz, Pinterest, google+, google local and Yelp. This is done through Instagram, which lets you publish to other social media sites by tapping “share settings,” selecting the social network to log into and then linking the accounts. “We’ve gotten fans and followers on other sites because of Instagram,” Nguyen says.

Because they link the Instagram images to their other social networking sites, their customer base can ask questions or comment on current projects on multiple networking platforms, Kalmin says. She also believes it’s a good networking tool with other contractors to obtain job leads. She explained that if their team asks a question of a contractor in New Jersey, anyone following that contractor can then link up to Design by Skill’s or RJK Construction’s sites as a result.

Kalmin recommends that if a company is interested in creating an Instagram account, they must make sure to set strict guidelines on what can be posted. She does not recommend posting personal images that don’t reflect what the company provides.

“If you are going to build a brand, post what you want people to see that shows what your company is about and what your company represents,” she says. “Don’t post personal family items, which should be posted on a separate account.”—Amalia Deligiannis

| 6/20/2014 12:00:00 AM | 215 comments
Add Blogs to RSS FeedAdd Blogs to RSS Feed

Recent posts

No recent posts

Post archive

August 2022(1)
June 2022(2)
May 2022(2)
April 2022(2)
March 2022(3)
February 2022(1)
January 2022(5)
October 2021(2)
August 2021(3)
July 2021(1)
June 2021(2)
May 2021(1)
March 2021(2)
February 2021(1)
December 2020(1)
November 2020(2)
October 2020(2)
September 2020(3)
July 2020(3)
May 2020(2)
March 2020(2)
January 2020(2)
November 2019(1)
October 2019(4)
September 2019(3)
August 2019(3)
July 2019(5)
June 2019(3)
May 2019(5)
February 2019(3)
January 2019(3)
December 2018(1)
November 2018(3)
October 2018(2)
September 2018(3)
August 2018(3)
July 2018(4)
June 2018(6)
May 2018(3)
April 2018(2)
March 2018(3)
February 2018(1)
January 2018(1)
November 2017(4)
October 2017(5)
September 2017(6)
August 2017(4)
July 2017(2)
June 2017(2)
May 2017(4)
April 2017(6)
March 2017(3)
February 2017(6)
January 2017(6)
December 2016(3)
November 2016(4)
October 2016(8)
September 2016(5)
August 2016(3)
June 2016(3)
May 2016(5)
April 2016(4)
March 2016(5)
February 2016(4)
January 2016(4)
December 2015(3)
November 2015(4)
October 2015(9)
August 2015(4)
July 2015(3)
June 2015(7)
May 2015(2)
April 2015(5)
March 2015(9)
February 2015(6)
January 2015(7)
December 2014(2)
November 2014(7)
October 2014(5)
September 2014(3)
August 2014(5)
July 2014(6)
June 2014(7)
May 2014(3)
April 2014(5)
March 2014(8)
February 2014(7)
January 2014(7)
December 2013(6)
November 2013(8)
October 2013(5)
September 2013(4)
August 2013(4)
July 2013(6)
June 2013(8)
May 2013(8)
April 2013(15)
March 2013(6)
February 2013(11)
January 2013(8)
December 2012(6)
November 2012(7)
October 2012(20)
September 2012(14)
August 2012(6)
March 2012(4)
January 2012(1)
April 2011(2)