Social media strategies for metal pros

MCS Influencer John Kenney says social media is not about going viral; it’s about being visible, consistent and trusted.

The metal construction and roofing industries have always been built on relationships, craftsmanship and trust. But in today’s digital-first world, many of those relationships now begin long before a handshake, often with a scroll, a click or a well-timed post. For metal roofing professionals, fabricators, contractors and manufacturers, social media isn’t just a marketing tool; it’s a brand-building engine, a client engagement platform and a digital word-of-mouth network that works 24/7. 

Whether bidding on commercial projects, supplying architectural panels or installing standing seam roofs in residential markets, the right social media strategy can help you grow your visibility, strengthen your reputation and create lasting connections in your community and industry. 

Tell your story with purpose 

In the metal industry, expertise, quality and attention to detail matter. Social media allows you to visually and verbally showcase those values in action. Think beyond standard marketing. Share the story behind the installation, why you chose a particular profile, how you managed challenging specs or what the building will be used for. These types of behind-the-scenes posts show not only what you do but how and why you do it. 

A great example is a commercial standing seam install time-lapse, paired with a caption about wind uplift ratings and energy efficiency. Or a close-up of an intricate architectural detail you fabricated, explaining its role in the building’s design vision. You’re not just showing metal oryou’re showing value, craftsmanship and capability. 

Prioritize the platforms that match your market 

Not every social channel delivers equal results. For residential-facing metal roofing contractors, platforms like Facebook, Instagram and YouTube provide high visibility with homeowners, influencers and local community groups. These platforms are great for project photos, short videos, testimonials and quick educational tips like “5 signs your metal roof is outperforming asphalt.” 

LinkedIn is essential if your work is commercial, architectural or supply-driven. It’s where builders, architects, engineers and project managers research partners, follow industry trends and network. Use it to highlight case studies, team capabilities and performance specs. Tagging GCs, developers and building owners (when appropriate) can organically expand your visibility in professional circles. 

Build trust through consistency and transparency 

Social media isn’t about volume. It’s about value and consistency. Aim to post regularly, even if it’s just once or twice a week. Share in-progress job site updates, company milestones, employee highlights, safety successes or community involvement. Use captions that educate, celebrate or inspire. And be real. Today’s audiences appreciate businesses that show their people, acknowledge challenges and share authentic wins. 

Transparency also builds credibility. Posting about your process, how your shop manages quality control or why your team is trained in specific fastening techniques elevates your brand from vendor to expert. 

Engage don’t just broadcast 

Too often, contractors use social media like a digital flyer board posting only when there’s something to sell. However, the real power of social platforms lies in starting conversations. Respond to comments. Ask for opinions. Thank people for sharing your content. If someone tags your company in a project photo, reshare it with a note of appreciation. 

This kind of digital engagement is compelling in niche industries like metal. It fosters connection, builds peer-to-peer relationships and keeps your name at the top of mind whether someone’s hiring a contractor or looking for a fabrication partner. 

Leverage social proof to your advantage 

If you’ve completed a standout metal roof installation, delivered ahead of schedule or solved a unique design challenge, document it and share it. Turn client testimonials into short video clips or quote graphics. Post photos with performance highlights such as reflectivity values, hail resistance or corrosion ratings. 

For commercial projects, seek permission to highlight the specs and partners involved (GCs, architects, product manufacturers). When done professionally, this elevates your brand and reinforces your role as a reliable contributor to complex builds. 

Get the team involved 

Some of the best social content comes from within your team. Encourage forepersons to snap job site photos, have project managers do short walkthroughs or let an estimator explain how your quoting process works. This creates authentic content and shows pride and depth across your organization. 

Involving employees also boosts morale and can support recruiting. Potential hires are more likely to apply to companies that look active, professional and people-centered online. 

Promote smart, not loud 

You don’t need a massive budget to make an impact. Use targeted paid posts to boost top-performing content or promote services in specific ZIP codes or trade audiences. Run seasonal campaigns around roof inspections or weather-related solutions. Use boosted posts to test messaging and refine what resonates best with your audience. 

Think like a leader, not just a marketer 

Social media is more than a feed. It’s your brand’s voice. For professionals in the metal construction space, it’s your opportunity to show precision, professionalism and pride. It’s not about going viral; it’s about being visible, consistent and trusted. 

In a business where decisions are often made based on relationships and reputation, social media helps you reinforce both. And in a competitive market, that’s not just smart marketing orit’s smart leadership.