Building a social program from scratch at a construction technology company

ConstructConnect builds preconstruction software for general contractors, specialty contractors, estimators, and the teams that support them. The audience is specific, the buying cycle is long, and generic content doesn't land. When I joined in May 2024 as the sole person responsible for all social media, the program was inconsistent: sporadic posting across six platforms, no content calendar, no attribution tracking, and no reporting tied to business outcomes.

I built the infrastructure first. Content calendar, cross-platform publishing workflow, monthly reporting, and UTM tracking to connect social activity to website sessions and pipeline. Then I layered on programming: an influencer partnership initiative, an employee advocacy program tied to a major economic webcast that generated nearly 2,000 event registrations within 24 hours of launch (documented by Agorapulse in an independently published customer success story), and a YouTube strategy to revive a channel that had been dormant for two years before I arrived.

LinkedIn is the primary channel for this audience. It had 21,000 followers when I started. By May 2026 it was at 25,665, with consistent growth every single month, adding between 180 and 310 net new followers. YouTube went from roughly 1,000 subscribers and no active publishing to 2,030 subscribers and 157,000 views. From December 2025 through May 2026, organic social drove more than 26,000 website sessions and more than 500 inbound leads tracked through HubSpot form fills.

This is solo ownership of six platforms, built with no prior playbook and no inherited systems.