Showcasing company values and culture through social media

MCS Influencer Anthony Ortega says social media isn't just about marketing; it's about alignment.

I used to think social media was mostly marketing. Post a finished project; say something funny, entertaining or polished and move on. 

Over time, I’ve changed my mind. 

In our world, especially in metal and roofing, culture shows up in the field long before it shows up online. It’s in how crews problem-solve when something doesn’t line up. It’s how a project manager handles pressure. It’s in whether leadership owns mistakes or hides from them. 

Social media just exposes what’s already there. 

At Viotell Metal Concepts, we started sharing more of the real work. Not just the hero shots at sunset, but the fascia folds, the sequencing conversations, the crew leads walking details with superintendents. The good installs. The tough conditions. The in-between moments. 

It's funny; people are camera shy but something interesting happened. 

Our team started taking even more pride in the work because it was being seen. Young guys in the field would send posts to their families or show up at the office and want to share their install techniques or finished scope. PMs would point to a detail and say, “That’s how we do it.” It wasn’t about going viral. It was about reinforcing what we care about. 

There is a lot of noise on social... 

If collaboration is a value, show the coordination meetings. 

If craftsmanship matters, show the close-up of the metal work. 

If accountability matters, talk about what you fixed and why. 

The feed becomes a reflection of your standards. 

We’ve also seen how this helps externally. Builders and architects get a feel for how we operate before we ever step into a precon meeting. Potential hires know what kind of environment they’re walking into. That matters in a skilled trades industry that’s fighting for talent. 

For me, social media stopped being about marketing and started being about alignment. It keeps us honest. If we’re going to talk about excellence, we better be willing to show it consistently. 

At the end of the day, culture isn’t built online. But it can be reinforced there. And when it’s real, people can tell.