Many firms in the design and construction industry are jumping in to “leverage” social media for their business without always understanding how exactly to go about it. Most firms associate social media with just connecting to potential clients or making others aware of their firm’s presence by posting information on their firm through different media channels. Others use the terms “social media” and “social networks” interchangeably, thinking they are one and the same. Too often, social media is strictly viewed as just a new tactic for communications. What is needed is a clear understanding of who, what, when, why and