ABSTRACT
This chapter provides a brief introduction to and history of the emergence of social media, highlighting the evolution from the first generation 'Web 1.0' technologies of the early 1990s to more user-friendly and interactive 'Web 2.0' Internet platforms. Compared to relatively straightforward concepts such as mobile phones, email, computer-aided design or even the worldwide Web, the nebulous nature of social media means it can be difficult for construction business managers to identify its relevance to their work. The chapter looks at the emergence of social media and how various platforms have emerged on a scale rivalling traditional communication channels and offering new ways for users to interact with content and with each other. Research team member Dana Galvin felt progress was needed in three areas: Social media can also help clients find and research firms that they want to work with, continued Bolton: 15.9.1 Visibility is perhaps a key word here, particularly when it comes to promoting construction businesses online.
