1. Attendees will gain an understanding of platform-specific best practices for LinkedIn, Instagram, and Facebook as they relate to architecture. Participants will gain a working knowledge of how to optimize their firm’s presence on key social media platforms. This includes learning how algorithms influence visibility, identifying appropriate content formats for each platform, and establishing a professional brand voice tailored to architectural audiences. Emphasis will be placed on practical techniques for increasing engagement while maintaining AIA Code of Ethics standards.

2. Attendees will develop digital networking strategies to connect with potential clients and collaborators. They will explore the principles of online relationship-building through professional platforms. This includes identifying target audiences, engaging in strategic commenting and content sharing, leveraging groups and hashtags, and integrating social networking with traditional business development. The session will also cover timing, tone, and consistency for effective outreach.

3. Participants will learn techniques to effectively communicate architectural value through visual and written online content. Architects will learn how to translate complex design ideas into accessible language and compelling visuals. This objective focuses on storytelling techniques that demonstrate process, sustainability, and impact—using real-world project examples. Attendees will practice writing captions, headlines, and project summaries that resonate with both clients and the broader public.

4. Participants will analyze case studies of successful social media use in architectural practices. They will further examine case studies of firms (particularly small or solo practices) that have successfully leveraged digital tools to generate business leads, build credibility, and elevate brand identity. Through interactive discussion and guided analysis, attendees will identify key takeaways and determine how to apply these insights to their own firm’s strategy.

Provider: AIA Potomac Valley (A183); Course #PV111225

Facilitator: 

Jeremiah Russell, AIA, NCARB, RIBA
Principal Architect at Rogue Architecture

Jeremiah began his career in Jacksonville, Florida at KBJ Architects working under Walter Taylor, FAIA where he learned many things, but most critically the importance of good design and well-crafted details. In 2014 he founded Rogue Architecture focusing his design intentions on creating unique architectural experiences for homeowners, business owners, patrons, and communities. His dedication to the craft of architecture borders on obsession.

But, when he’s not in the office or on a job site you’ll find him enjoying a glass of wine and a meal at a local restaurant, most likely reading a book, sketching, or….working on his laptop. 

Registration is required.