When Kate Lancaster, Senior Manager of Digital Marketing at the National Asphalt Pavement Association (NAPA), steps onto the stage at CONEXPO-CON/AGG 2026, she’ll be helping attendees tackle one of the most practical challenges facing construction companies today: how to make social media work for their business.
In the session, Asphalt Meets the Information Highway: Leveraging Social Media for Growth and Impact, Lancaster will be part of a panel that will explore how digital communication is transforming the asphalt and construction industries. Co-panelist Taylor McPherson, Director of Communications and Engagement at Lehman-Roberts, A Granite Company, and Speaker Marvin Joles, Influencer, Contractor, and host of In The Mix, will discuss how social media can help shape how companies connect with customers, attract talent and tell their stories.
For Lancaster, this won’t just be another presentation. It will mark her first time attending CONEXPO-CON/AGG.
When asked what she is most excited about, Lancaster was quick to answer. “The people,” she shares, adding “I’ve attended two World of Asphalt shows, but I am well aware that CONEXPO-CON/AGG is on another scale.”
FROM THE SHOW FLOOR TO THE DIGITAL FEED
Lancaster has built her career helping companies in the asphalt pavement industry connect through digital storytelling and strategic marketing. At NAPA, she oversees the association’s digital content strategy, using data and trends to inform engagement efforts across platforms. She also produces Pave It Black, NAPA’s flagship podcast, which shares stories and insights from across the asphalt industry.
Her approach to social media is rooted in the same philosophy that defines great construction work: planning, collaboration and adaptability. And that’s exactly what this session aims to teach.
“We want attendees to walk away with ideas and actions they can initiate as soon as they’re back at work,” Lancaster explains. “Our session will be more of a workshop rather than a lecture because we want the audience to experience how social media campaigns get off the ground.”
Rather than just discussing concepts, she and her fellow panelists plan to walk participants through real scenarios, like launching a new product or recruiting new employees, and then guide them through creating a campaign using a social media checklist.
“The checklist guides you through each element of a social media campaign and is designed to set you up for success,” she says.
That hands-on approach reflects how Lancaster views social media in general: as a tool that works best when companies take action and learn as they go.
JUST GET STARTED
For companies that haven’t yet dipped their toes into social media, Lancaster’s advice is straightforward. Don’t wait for perfection.
“It doesn’t need to be perfect,” she says. “Any content that starts a conversation is good. Find out what channel the majority of your audience uses and tailor your content from there.”
That message “just start” captures the spirit of Lancaster’s work. Whether a company is trying to build brand awareness, recruit workers or highlight sustainability efforts, the key is consistency and authenticity.
COLLABORATION COUNTS
While many companies focus on promoting their own achievements, Lancaster believes one of the most underused opportunities in construction social media is collaboration.
“I would love to see more collaborative posts between equipment manufacturers, asphalt producers and all involved parties,” she says. “Collaboration on social media is proven to increase reach and engagement. If we showcased the collaborative efforts that happen day in, day out in our industry, I believe it would bring more awareness to the public about the incredible work we do.”
For an industry built on partnerships, this kind of online collaboration feels like a natural next step. Whether it’s tagging suppliers in posts or sharing project spotlights, Lancaster sees social media as a space to highlight teamwork and build broader recognition of the industry’s impact.
WHY IT MATTERS NOW
Social media has become a powerful communication channel across the asphalt and construction sectors. As Lancaster’s upcoming session description highlights, digital platforms now help companies boost brand awareness and engage directly with customers and communities.
Attendees can expect to learn:
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How to use social media to promote company values and increase visibility.
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Strategies for connecting with local communities and strengthening customer relationships.
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Ways to showcase sustainability initiatives and attract new talent.
For Lancaster, these goals align with a bigger mission of helping the asphalt industry connect with the next generation of workers and communicate the value of its work to the public. Her workshop gives contractors and company leaders the tools to start that process immediately, even if they’ve never posted before.
“Once you’re up and running, it’s easy to adapt to what your audience wants,” she says.
Learn about the latest social media strategies at CONEXPO-CON/AGG 2026 in the session Asphalt Meets the Information Highway: Leveraging Social Media for Growth and Impact. On Wednesday, March 4 from 2:30 to 3:15 PM. Register today!
Photo credit: SHUTTERSTOCK/SETO CONTRERAS
