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In several developing contexts, the delivery of Architecture, Engineering Construction and Operation (AECO) projects continually grapples with issues such as fragmented communication, a lack of transparency, safety and risk management concerns. These problems result from the use of traditional construction practices and insufficient technology integration. Therefore, there is a pressing need to enhance communication, transparency and collaboration within construction projects in these countries through the improved utilization of innovative tools. Consequently, this study empirically assesses both the application areas and the benefits associated with the adoption of social media within the Nigerian construction industry.

This study employed a quantitative research approach that utilized a structured questionnaire to collect responses from construction professionals. The respondents were selected using a combination of purposive and snowball sampling techniques, resulting in a 75% response rate. Data analysis included mean score value (MSV), standard deviations and normality testing (Shapiro-Wilk) to assess data characteristics. The Kruskal-Wallis H-test was used for further analysis due to the ordinal nature of the data.

The findings of this study indicate that social media can be effectively used in project management, communication, safety management, as well as marketing and branding of AECO projects. The most significant benefits of using social media in construction activities include building trust and credibility, enhancing crisis communication and improving project collaboration.

This study introduces a fresh perspective by showcasing the transformative potential of social media, traditionally viewed as a communication tool, in addressing complex issues in construction project delivery. Consequently, the findings of this study can offer a paradigm shift in the way construction professionals, policymakers and industry stakeholders perceive and harness the capabilities of social media.

Although social media has gained prominence as a communication and marketing tool in various sectors, its adoption and utilization within the construction industry remain relatively underexplored. Therefore, this study fills this gap by evaluating the level of awareness and the extent of adoption of social media within the Nigerian construction industry, shedding light on its current status and potential impact.

This objective was attained via a quantitative research approach that utilized a structured questionnaire to obtain responses from construction professionals such as architects, builders, engineers, quantity surveyors and estate managers. Frequencies and percentages and the mean item score (MIS) were used to analyze the questionnaire responses and assess the overall awareness and adoption of social media among construction professionals. Additionally, the Kruskal–Wallis H-test provided valuable insights into the variations in social media adoption levels among different professional categories within the construction industry.

The results indicate that construction professionals possess a generally high level of awareness regarding various social media platforms. However, despite this awareness, the extent of adoption does not align with the level of awareness, suggesting that adoption rates are not as widespread as anticipated.

The findings of this study underscore the importance of not just awareness but also effective adoption and utilization of social media platforms. While awareness is a crucial first step, construction firms should focus on implementing strategies to encourage greater adoption and integration of these platforms into their daily operations. This can go a long way in bridging the awareness – adoption gap which was revealed in this study.

While the limited existing research on social media in the construction industry has predominantly concentrated on areas such as marketing, addressing the root causes of fatalities, data environment tools and business branding, none have undertaken a thorough evaluation of social media awareness and adoption within the sector. This study fills a critical gap by narrowing its focus to the adoption dynamics and the technology’s potential impact on communication, collaboration and knowledge sharing among construction professionals.