5 Steps to a Thorough Roofing Company Social Media Audit

A roofing company social media audit answers one question that actually matters: does the company's online presence help real homeowners and property managers choose you, contact you, and trust you, without creating an advertising, review, or claims-law problem that can cost you more than the work is worth? Everything else, the follower count, the reel that did 40,000 views, the comment that got a laugh, is downstream of that.

Most "audits" you find online are vanity checklists. They tell you to post more, use trending audio, and reply faster. That advice is not wrong, but it is the paint job, not the inspection. A roofer's audit has to look under the shingles: who actually controls the accounts, whether the claims in your posts can be backed up, whether your reviews are clean under the FTC's 2024 fake-review rule, and whether a lead from Instagram at 7 p.m. on a Friday ever reaches a human who can book it.

Here is the short version, the five steps in order, because the order matters. One: inventory and lock down every account and who owns it. Two: read your content for legal and claim risk before you judge whether it looks good. Three: audit reviews and reputation signals against current FTC rules. Four: measure content against booked jobs, not likes. Five: turn the findings into a dated 30-day repair plan with one name on each fix. Do the risky steps first. A beautiful feed attached to a hijacked account or an illegal insurance claim is a liability, not an asset.

This is written as an operating workflow, not legal advice. Platform rules change, state contractor-advertising laws vary, and paid campaigns can raise consent and claim-substantiation issues. Have a qualified attorney or marketing-compliance reviewer look at anything sensitive, especially storm and insurance messaging, before it goes live. With that said, let's get into the actual work.

Why a roofing audit is different from a generic one

A bakery's worst social media day is a typo in a hours update. A roofing company's worst day is a salesperson posting "insurance will cover your new roof, guaranteed" under a storm-damage photo with a homeowner's house number visible in the corner. One of those is embarrassing. The other can draw a regulator, a license complaint, or a lawsuit.

Roofing sits at the intersection of three regulated worlds at once. You're a licensed contractor in most states, so your advertising is governed by contractor-licensing boards. You make claims about durability, financing, and warranties, so you're under FTC advertising law, which requires claims to be truthful and substantiated. And the moment you touch storm or insurance work, you brush up against insurance regulation, where a wrong sentence can be treated as the unauthorized practice of public adjusting. The Texas Supreme Court made that line painfully concrete in Texas Department of Insurance v. Stonewater Roofing (2024), holding that a roofer advertising itself as an "insurance specialist" who could handle the claims process was running into public-adjuster licensing law, not protected free speech. We'll come back to that case, because it should shape how you write every storm post.

Layer on top of that the operational reality: roofing demand is spiky and seasonal, leads are high-value, and a single replacement can be a five-figure job. That changes the math of an audit. A missed message isn't a missed cupcake order; it's a missed $18,000 job that the homeowner gave to the next contractor who picked up. So the audit has to test the whole chain, post to lead to phone to booked inspection, not only the post.

That's also where targeting comes in. Social media is great at reaching everyone and terrible at reaching the right roof. A storm reel might land in front of 10,000 people whose roofs are four years old and fine. Contractors who use planning tools like RoofPredict to flag which homes in an area are actually due, by estimated roof-age range paired with modeled storm exposure per house, tend to spend their canvassing and mailer dollars where the roofs are old enough to matter, and treat social as the trust layer that makes those targeted touches convert. The audit should know which of your channels feed that machine and which just make noise. RoofPredict doesn't inspect roofs, diagnose damage, or certify remaining life; the age figure is a planning range, not an exact date. But knowing a street is full of 18-to-22-year-old roofs tells you where your local-project posts and door knocks earn their keep, and where they're wasted.

The three regulators you're answering to, in one place

Because it's easy to lose track of which rule applies where, keep this framing handy as you audit. The same post can be judged by all three at once.

Regulator	What it cares about	Where it shows up in your feed
State contractor board	License validity, license number in ads, advertising only services you're licensed for	Bios, ad creative, "we do X" claims
FTC	Truthful, substantiated claims; honest reviews and endorsements	Superiority, warranty, financing, urgency claims; reviews
State insurance / public-adjuster law	Who may negotiate or effect a claim settlement	Storm posts, "we handle your claim" language, deductible offers

A generic social audit checks none of these. A roofing audit checks all three on every post that touches money, storms, or insurance.

Step 1: Inventory every account and pin down who owns it

Before you critique a single caption, build the map. You cannot fix, secure, or measure a channel you don't know you have. And roofing companies almost always have orphan accounts: a page a former marketing coordinator made, a profile an agency spun up two years ago, a branch location's Instagram that one salesperson runs from a personal phone.

Build the account register

List every property where your brand appears. For each one, record the exact details below. Do this in a spreadsheet, not your head.

Field	Why it matters in an audit
Platform and URL	The exact link homeowners and Google actually see
Owner of record	One named human who is accountable for the channel
Admin / page-role users	Who can publish, reply, run ads, and remove others
Recovery email and phone	Whether you can get back in if locked out
Two-factor status	Your single biggest defense against a hijack
Agency or vendor access	Outsiders who still hold the keys
Last post / last login	Whether the channel is alive, dormant, or abandoned
Linked ad account / payment	Who can spend your money

The channels to hunt down: Facebook Page, Instagram, your Google Business Profile, YouTube, LinkedIn Company Page, TikTok, Nextdoor, Pinterest, X, any review-site profiles you can edit (Houzz, BBB, Angi listing), and every dormant or duplicate version of each. Duplicates matter enormously for roofers because Google treats multiple profiles at the same address as a suspension trigger. The marketers tracking this report that since 2025, high-risk trades, locksmiths, HVAC, and roofing, get extra verification scrutiny, and that consolidating to one profile per business is a core defense, as outlined in this contractor-focused breakdown of 2025 Google Business Profile suspensions.

The ownership stress test

For every account, ask a brutal question: if the person who runs this quit today and went to a competitor, could the company still publish, reply to leads, and remove their access by tomorrow morning? If the answer is no, you don't own that channel, you're renting it from an employee. That's the most common and most dangerous finding in a roofing social audit, and it's invisible until you look.

Fix the structure before you judge the content:

• The business, not an individual, should own the Meta Business Manager / Business Portfolio that holds the Facebook and Instagram assets. Personal profiles administer pages, but the assets should live under a business portfolio the company controls.
• Every account gets two-factor authentication on a recovery email the owner controls, ideally a role-based address (not a personal Gmail).
• Agencies get access through your Business Manager, never by you handing over a login. When you part ways, you revoke their access without changing your own password.
• Maintain at least two human admins on every critical account so a single departure or a single lost phone never locks the company out.

Google Business Profile gets its own pass

For most roofers, the Google Business Profile drives more real phone calls than all social platforms combined, so it deserves a dedicated line in the audit. Verify the business name matches reality (no keyword stuffing like "Smith Roofing | Best Storm Damage Repair", which violates Google's naming rules and risks suspension), the phone number rings your office, the website link works, hours are current, the service area reflects where you actually work, and the primary category is correct. If you're a service-area business that hides its street address, confirm the address Google has on file still matches your verification documents, because reinstatement now leans on government-issued paperwork rather than utility bills. Keep current job-site photos flowing in; Google increasingly asks service-area businesses for completed-work photos to confirm you do the work you claim.

Whatever you find here, write down the decision for each channel: keep and maintain, repair, or retire. A dormant branch page with an old phone number is not harmless. It can outrank your real page and quietly leak calls to a number nobody answers.

Step 2: Read for claims and legal risk before you read for creativity

This is the step generic audits skip entirely, and it's the one most likely to save a roofing company real money. Before you ask "is this post good?" ask "can we defend every claim in it, and does it stay on the right side of advertising and insurance law?"

What FTC truth-in-advertising means for a roofer

The FTC's standard is simple to state and easy to violate: ad claims must be truthful, not misleading, and backed by evidence before you make them. That applies to organic posts, not only paid ads, and it applies to your captions, your graphics, and the words in your videos. For a roofing company, the high-risk claim categories are predictable:

• Superiority claims: "best roofer in [city]," "#1 rated," "top-rated." If you can't substantiate it with a real, current basis, cut it or qualify it precisely.
• Warranty and durability claims: "lifetime roof," "50-year shingles," "never leaks again." Manufacturer warranties have specific terms and exclusions; your post shouldn't promise more than the actual manufacturer's warranty documents say, and labor warranties are yours to define honestly.
• Credential claims: "certified," "factory-authorized," "licensed." Only if currently true. A lapsed manufacturer certification in a pinned post is a misrepresentation.
• Financing and price claims: "$0 down," "free roof," "no cost to you." "Free roof" is one of the most dangerous phrases in roofing advertising and we'll handle it below.
• Urgency and scarcity: "only 3 spots left this week," "storm prices going up tomorrow." Fake urgency is deceptive if it isn't real.

The license number your ads may legally require

Here's a compliance item buried in plain sight: several states require your contractor license number to appear in your advertising. California's Business and Professions Code, for example, requires the license number in advertising and construction contracts, and Florida and Oregon have parallel rules, as summarized in this overview of license-number advertising requirements. "Advertising" in these statutes can include your social profiles and posts. Part of the audit is confirming whether your state requires the number and, if so, that it appears where it needs to, your profile bio, your website, and ad creative. Check your own state board's rule; don't assume.

The storm-and-insurance landmine

Now the part that can end careers. When a roofer's social media starts talking about insurance, the law treats certain language as practicing public adjusting without a license. The Stonewater case is the clearest warning in the country. The company advertised itself as "The Leader In Insurance Claim Approval" and a "Trusted Roofing and Insurance Specialist," and the Texas Supreme Court held in 2024 that this kind of representation, offering to handle and effect the settlement of a homeowner's claim, falls under public-adjuster licensing law rather than protected speech, as reported in this summary of the ruling. Many states have similar lines.

So audit every storm and insurance post against a hard say-this-not-that boundary. The dangerous phrases below should be flagged for removal or rewrite wherever they appear in posts, bios, ads, or pinned content:

Don't say (risk)	Say instead (safe)
"We handle/manage/fight your insurance claim"	"We document the roof's condition and provide a detailed estimate for your claim"
"Guaranteed approval" / "We get claims approved"	"Your insurer decides coverage; we give you the photos and measurements to support it"
"Insurance specialist" / "claims expert"	"Roofing contractor" (drop the adjuster framing entirely)
"We'll get your roof paid for"	"If you believe you have storm damage, we can inspect and document what we find"
"Free roof" / "we waive your deductible"	"We provide a free inspection; the deductible is yours to pay and required by your policy"

That last row is its own felony in many states. Offering to waive, cover, eat, rebate, or "work around" a homeowner's deductible is insurance fraud in numerous jurisdictions, not a clever promotion. If any post hints at it, it's not a creative note, it's a remove-now item. The safe and honest message is the truth: a roofer documents conditions and writes an estimate; the homeowner files; the insurer decides; and the deductible is the homeowner's to pay.

Privacy in photos and video

Your best content is real job sites, which is exactly why this needs governance. Before a field photo becomes a post, check it for: visible house numbers and street signs that pinpoint a customer's home, license plates, faces of children or bystanders, claim paperwork or adjuster reports on a tailgate, interior shots of a damaged home, and anything that labels a specific roof as "hail damaged" without an inspection record behind it. Get permission to feature a customer's property, and never imply a manufacturer, insurer, or government agency endorses you unless that relationship is real and current.

The claims log

Work through your last 90 days of posts and ads with one simple log. It's slower than scrolling, and it's the whole point.

CLAIMS REVIEW LOG
-----------------------------------------------------------
Post/Ad ID or link:
Date published:
Claim(s) made:
Type (superiority / warranty / credential / price / insurance / urgency):
Evidence on file? (yes / no / where):
Privacy issues (address / plate / minor / paperwork / interior):
License # required & present?:
Reviewer:
Decision (keep / edit / delete / escalate to counsel):
Date resolved + owner:
-----------------------------------------------------------

When this log is full of "edit" and "delete" rows, that's not failure, that's the audit doing its job before a regulator does it for you.

Regional and seasonal variation in claim risk

The same caption is riskier in some markets than others, and a smart audit weights its attention accordingly. In hail-and-wind states, Texas, Colorado, Oklahoma, Kansas, Nebraska, Minnesota, your storm and insurance content is your highest-volume and highest-risk category, because that's where the public-adjusting line gets crossed most. Texas in particular now has the Stonewater precedent on the books, so a Texas roofer's bio that still says "insurance specialist" is a live problem, not a stylistic one. In Gulf and Atlantic coastal markets, hurricane-season content spikes the same risks plus emergency-tarp and price-gouging exposure, several states activate anti-price-gouging statutes after a declared emergency, so "storm pricing" or surge-discount posts deserve extra review in those windows. In the Sun Belt, heat-and-UV durability claims about shingles and coatings are the ones most likely to overstate a manufacturer warranty. In freeze-thaw and snow-load regions of the North and Mountain West, ice-dam and winter-leak content is the seasonal driver, and the temptation is to promise a permanent fix for what's often a ventilation and insulation problem.

The practical takeaway: don't audit every post with equal intensity year-round. Front-load claim and privacy review on the content category that matches your region's risk season, storm posts before and during severe-weather months, durability claims in peak heat, ice-dam content before winter. That's where the dangerous language tends to appear under deadline pressure, when a salesperson posts fast after a hailstorm rolls through.

Step 3: Audit reviews and reputation signals against the 2024 rules

Reviews are the single most persuasive thing on your profiles, and as of late 2024 they're also the most directly regulated. The FTC's Rule on the Use of Consumer Reviews and Testimonials took effect on October 21, 2024, and it carries civil penalties of up to $51,744 per violation, with the agency sending its first enforcement warning letters in December 2025, as detailed in the FTC's announcement of the final rule. For a roofer leaning hard on "5 stars on Google," this is not background noise.

What the rule actually bans

The rule prohibits a specific set of practices. Audit your reputation operation against each one:

• Buying or selling fake reviews, including reviews from people who never used your service and machine-written reviews from nonexistent customers.
• Insider reviews without disclosure. If your office manager, your owner's spouse, or an employee writes a glowing review, the material connection must be clearly disclosed. An undisclosed employee review is now a violation.
• Company-controlled "independent" review sites. You can't run a site that looks like a neutral third party while only featuring your own favorable reviews.
• Review suppression, including using unfounded legal threats or intimidation to bully a customer into removing or not posting an honest negative review.
• Buying fake followers or fake engagement to misrepresent your influence.
• Suppressing or hiding negative reviews to create a deceptively positive picture.

Most roofers aren't buying fake reviews outright. The traps they fall into are subtler: the gift-card-for-a-5-star-review promotion (incentivizing positive reviews specifically is the problem; you can ask for honest reviews regardless of rating), the employee reviews nobody disclosed, and the habit of only asking the three happiest customers of the month. See the FTC's plain-language guidance on soliciting and paying for reviews and its endorsement guides FAQ for the boundary.

Build a clean review-request standard

The goal is a consistent, honest process you can defend. Decide and write down: at what point in the job you ask (typically after final cleanup and a walkthrough), who asks, the exact wording, and where the request is logged. Ask every appropriate completed customer, not a hand-picked few, and never condition the ask or any reward on the review being positive. A safe request sounds like: "If you were happy with how the job went, a quick Google review really helps other homeowners find us, and if anything fell short, please tell me directly first so we can fix it." That's honest, it's allowed, and it routes problems to you instead of the public feed.

Audit your responses, not only your reviews

How you reply is part of the public record and part of the audit. Good responses to negative reviews acknowledge the concern generally, avoid the customer's private details, and move the conversation to a real phone number or email. Bad responses argue about scope, payment, the insurance claim, or a worker's conduct in public, or worse, disclose the customer's address, invoice, or claim status. Never argue about an insurance claim in a review reply; that's both a privacy problem and another way to wander into adjuster-territory language.

Then mine the reviews as operations data. If the same complaints recur, late arrivals, sloppy cleanup, nails left in the driveway, unanswered calls, surprise change orders, the fix is not a better caption. It's dispatch, production, and sales-handoff. Social comments are the cheapest customer survey you'll ever get.

Step 4: Measure content against booked jobs, not likes

Now, and only now, you measure performance. The reason it's step four is that optimizing content you don't control and can't defend is backwards. Once the accounts are secure, the claims are clean, and the reviews are honest, you can ask the question that pays the bills: which of this actually books inspections and sells roofs?

Use platform analytics, but don't stop there

Every platform gives you native numbers worth pulling: Meta Business Suite insights for Facebook and Instagram, LinkedIn Page analytics, YouTube Analytics, and TikTok's business tools. They tell you reach, engagement, and audience trends. What they cannot tell you is whether the storm reel that got 60,000 views produced a single signed contract. Platform activity is an input; booked work is the output. The audit's job is to connect them.

The roofing content scorecard

Score content by service line, because a viral storm photo and a quiet maintenance post serve completely different parts of the business. Pull the last 90 days into something like this:

Metric	Replacement	Repair	Commercial	Storm	Recruiting
Posts published
Reach / impressions
Engagement
Link clicks
DMs / messages started
Calls (tracked)
Form fills
Booked inspections
Estimates given
Jobs sold
Avg job value / margin

The row that exposes the truth is the bottom three. A channel can win every engagement metric and lose the only ones that matter. A modest run of maintenance and repair posts that books steady, high-margin small jobs can quietly outperform the dramatic storm content that pulls big numbers and few signed contracts.

Attribution: actually know where the lead came from

Most roofing companies cannot honestly answer "where did this lead come from?" and that single gap wastes more marketing money than any creative mistake. Fix it with three layers:

• Source tags on every link. Add UTM parameters to every profile link, ad, and bio link so your analytics and CRM record the channel automatically. Your office should be able to see "Instagram bio" versus "Facebook ad" versus "Google Business Profile" without guessing.
• Server-side conversion tracking for paid. Browser-only pixel tracking has been losing a meaningful share of conversions as cookies and tracking restrictions tightened; Meta's own guidance pushes advertisers toward the Conversions API (server-side) to recover attribution that the pixel alone misses. If you're spending real money on lead ads, this belongs on the audit's fix list. (Set it up with a developer or a vendor; done wrong it double-counts or mishandles personal data.)
• Ask the office. The lowest-tech, most revealing test: ask whoever answers the phone how a lead is tagged. If they can't tell you the source, your attribution is broken no matter how clean the dashboard looks.

This is also where a CRM that tags lead source earns its keep. Whether it's your existing system or a planning tool like RoofPredict that lets you attach a campaign source to a property record and a follow-up task, the point is that a social lead shouldn't vanish into a phone that nobody connects back to the post that created it. The same record that tells you a home is likely due for work can carry the note that the homeowner first found you on a job-site reel, so your follow-up is targeted instead of generic.

What drives social media cost for a roofer

An audit should also ask whether you're spending sanely. There are no universal dollar figures worth quoting, costs swing wildly by market, season, and competition, but the drivers are predictable, and naming them helps you read your own numbers honestly:

• Cost per lead climbs in storm season. When a hailstorm hits, every roofer in the metro floods the same ad auction at once. Your cost per click and per lead spike precisely when you least want to overpay for poor-fit leads. The fix isn't always more budget; it's tighter targeting so you're not paying to reach new roofs.
• Lead quality, not lead volume, is the real cost. A cheap lead that never books an inspection costs you more than an expensive one that signs. Your scorecard's bottom rows, booked inspections and jobs sold by source, are the only honest cost-per-acquisition you have.
• Content production is a real line item. Consistent photo and video documentation takes crew time and often a software subscription. That's a legitimate cost, but it pays back as both marketing content and dispute/insurance documentation, the same job-site photo can support a supplement and become a post.
• Mismanaged attribution is a hidden cost. If you can't tell which channel produced a job, you keep funding the loud channel and starve the profitable one. The cheapest performance improvement in most roofing accounts isn't a new ad; it's finally tagging sources so you stop guessing.

The audit's value here is decisions, not a spreadsheet that sits in a folder. Cut the channels and audiences that produce poor-fit leads, and move that budget to the content and targeting that books profitable work.

The live routing and response test

Don't trust the dashboard, test the pipe. Pick a normal weekday and a Friday evening and run a real inquiry through each active channel:

1. Send a DM on Facebook and Instagram. Time the human response.
2. Submit your lead form. Note where it lands and who gets it.
3. Click every profile link. Confirm none are broken or pointing at a dead page.
4. Call the number listed on each profile. Confirm it rings your office.
5. Ask the office how each test inquiry was tagged and routed.

Judge two things: speed and accuracy. A storm DM that gets a fast "we'll get this approved for you" is worse than a slow correct answer. A commercial flat-roof inquiry routed to a residential closer who can't schedule service is a lost job dressed up as a fast response. The route has to match the need.

Step 5: Turn findings into a dated 30-day repair plan

An audit that ends in a report is a waste of a week. An audit that ends in a list of dated fixes with one name on each is worth real money. Sequence it by risk, because not all problems are equal.

Triage in this order

Risk fixes first (days 1-7). These can hurt you fastest:

• Remove or rewrite any insurance-claim, "guaranteed approval," "free roof," or deductible-waiver language.
• Secure account ownership: add two-factor, remove ex-employees and old agencies, and consolidate duplicate Google profiles.
• Pull posts that expose a customer's address, plate, paperwork, or interior.
• Correct wrong phone numbers, dead links, lapsed credentials, and any keyword-stuffed business names.
• Add your license number where your state requires it.

Measurement fixes next (days 8-15). UTM tags on every link, lead-form routing confirmed, call tracking where appropriate, CRM source fields populated, and conversion tracking handed to a vendor if you run paid.

Reputation fixes (days 16-22). Stand up the honest review-request standard, write response templates, disclose or remove any insider reviews, and log recurring complaint themes for the operations team.

Content and cadence (days 23-30). Rebuild the content plan around documentable, real work and set the governance and next-audit date.

The repair-plan template

SOCIAL AUDIT REPAIR PLAN
-----------------------------------------------------------
Fix #:
Category (risk / measurement / reputation / content):
What's wrong:
What "done" looks like:
Owner (one name):
Due date:
Status (not started / in progress / done):
Verified by + date:
-----------------------------------------------------------

If the list is too long to finish in 30 days, that's fine, do the risk rows and the lead-loss rows first, and schedule the rest. Never let a stale credential or an illegal insurance claim sit while you redesign a content calendar.

Rebuild the content plan around real work

The healthiest roofing feeds aren't the cleverest; they're the most documented. Anchor your plan to themes you can prove and repeat: completed local projects (with permission), maintenance and seasonal-prep reminders, plain-English repair explanations, storm-safety guidance that stops short of claims promises, commercial roof documentation, crew and training moments, and homeowner education that answers the questions estimators hear all day. Tools like RoofPredict can also help on the targeting side, flagging the neighborhoods where roofs are aging into replacement range so your local-project posts and mailers land where the work actually is, rather than blanketing streets of four-year-old roofs. Don't let every channel become a copy of the same promotion; match the content to where the buyer is in their decision.

Channel-by-channel: what to actually check

Score each active platform the same way so the review reflects evidence, not taste. Use plain labels, pass, needs repair, pause, or retire, for ownership, profile accuracy, claim support, content freshness, response time, lead routing, and review handling. A channel with perfect contact info but no owner is not healthy. A channel with great engagement and unsupported claims is not healthy either.

Platform	What roofers most often need to fix
Google Business Profile	Naming violations, duplicate listings, stale photos, wrong service area, unmonitored Q&A and messages
Facebook Page	Personal-profile ownership, ex-employee admins, unanswered Messenger leads, old boosted posts with risky claims
Instagram	No business-portfolio link, address-revealing job photos, bio missing license # / link, DMs unrouted
YouTube	Orphaned channel ownership, no source tags on description links, great content with no call-to-contact
LinkedIn	Recruiting and commercial channel treated as residential, stale company info
TikTok	Personal-account control, trend-chasing claims, no attribution path to the office
Nextdoor	Neighbor recommendations that read as undisclosed solicitations, ignored direct messages

Retire dormant accounts carefully rather than deleting blindly: screenshot what's there, export data where the platform allows, strip outdated phone numbers, and update or remove public descriptions so a forgotten branch page can't keep leaking calls to a dead line.

Content governance and crew training

The audit will keep failing in the same places unless someone owns the rules. Two pieces make it stick.

A small approval matrix

Not every post needs legal review, and pretending it does just means nobody posts. Sort content by risk:

Risk level	Examples	Approval
Low	Maintenance reminders, seasonal tips, finished-project photo (permission on file)	Designated poster can publish
Medium	Financing offers, discounts, hiring posts, manufacturer-credential mentions	One reviewer before publish
High	Anything touching insurance, storm-claim language, safety incidents, customer disputes, all paid ads	Owner/manager review; counsel for new claim language

Paid ads always get extra scrutiny, because you're paying to amplify the claim to thousands of people. The matrix should also name who can delete comments, hide posts, report spam, and archive campaigns, and it should make clear that hiding an honest negative review to look better is itself a problem, not a fix.

Train the field

Your crews generate your best content and your worst privacy risk on the same phone. Keep the training short and repeated, a 30-minute quarterly session using your own real posts teaches more than any policy binder. Cover what's fine to capture (completed work, the crew working safely, before/after with permission) and what's not (customer faces and kids, house numbers and plates, claim paperwork, interiors, unsafe practices, unfinished problem areas that could be misread). And make the intake rule explicit: when a homeowner sends photos or a question through a DM, staff move it into the approved intake workflow rather than diagnosing or quoting in the comments.

Common mistakes that fail a roofing audit

After enough of these, the same failures show up again and again. Knowing them lets you check yours faster.

• Auditing creative before control. Spending a week improving captions while a former employee still owns the Facebook Page. Order matters: control, claims, reviews, then creativity.
• Treating organic posts as exempt from FTC rules. Truth-in-advertising applies to your free posts, not only paid ads. "Best in town" in a caption is a claim.
• Keyword-stuffed Google business names. "ABC Roofing | Storm Damage Experts | Free Roof" violates naming rules and invites suspension, and it's exactly the wrong direction on the insurance-language front too.
• Running multiple Google profiles for one address. A frequent suspension trigger for trades. One business, one profile, correct categories.
• Cherry-picking review requests. Asking only the three happiest customers, or dangling a reward for five stars, both run afoul of the FTC review rule. Ask everyone, reward nothing tied to rating.
• Letting storm urgency write the copy. The riskiest insurance and deductible language almost always appears in fast posts after a storm. That's when an approval step matters most, not least.
• Posting customer homes in identifiable detail. House numbers, plates, and claim paperwork in the frame turn a proud project post into a privacy problem.
• Confusing reach with revenue. Reporting views to the owner while nobody can name the channel that booked last month's jobs.
• No owner on a channel. If no single person is accountable, the channel will drift back out of compliance before the next audit.

What to ask a marketing vendor or agency

If an outside agency runs your social, the audit includes them. Ask these and keep the answers:

VENDOR / AGENCY AUDIT QUESTIONS
-----------------------------------------------------------
1. Do we own the Business Manager / ad account, with the agency
   added as a user we can remove, or do you own the assets?
2. How are leads tagged by source, and can we see the raw data?
3. What conversion tracking is in place, and is it server-side?
4. Who reviews ad copy for claim and insurance-law risk before launch?
5. How do you source review requests, and is it FTC-compliant?
6. Where do social leads land, and what's the routing to our office?
7. Can you show booked-job attribution, not only leads and clicks?
8. What happens to our accounts, data, and access if we part ways?
-----------------------------------------------------------

If a vendor can't answer who owns the assets or how leads are attributed, that's not a small gap, it's the two most expensive failures in roofing social media, and the audit just found them.

A monthly rhythm that keeps the audit from rotting

A full audit is a project; staying audited is a habit. Set a cadence and stick to it:

• Monthly: account access and two-factor, claim/privacy spot-check of recent posts, review themes, average response time, and unanswered messages.
• Quarterly: channel mix, paid-campaign performance, content themes, and lead-quality by source.
• Event-triggered: after every major storm, branch opening, agency change, or staff departure that touched the accounts.

Keep the monthly report to one page leadership will actually read: account health, content published, messages received, average response time, qualified leads, booked inspections, jobs sold, review themes, and the repairs completed from last month's plan. Put screenshots and dashboards behind the page, not in it. End every report with a one-line decision per channel, keep, repair, pause, or retire, and the name of the person responsible for clearing any open issues before the next cycle.

Good roofing social media is rarely the loudest thing in the feed. Often it's the quiet record that proves you answered a homeowner clearly, showed up when you said you would, documented the work, and stayed on the right side of every line that matters. An audit done in this order, control first, claims second, reviews third, real measurement fourth, and a dated plan to close it out, is how you build a presence that earns trust and books work without becoming a liability.

Sources checked: June 18, 2026.

FAQ

What is a roofing company social media audit?

It's a structured review of every place your roofing brand appears online to confirm the presence helps homeowners choose, contact, and trust you without creating advertising, review, or insurance-law risk. A real audit goes beyond likes and followers: it checks who actually controls each account, whether the claims in your posts can be substantiated, whether your reviews comply with FTC rules, and whether a lead from any channel reliably reaches someone who can book the inspection. It ends with a dated repair plan, not only a report.

How often should a roofing company audit its social media?

Run a full audit at least twice a year, then keep it current with a lighter monthly check of account access, two-factor security, recent-post claim and privacy issues, review themes, and response time. Review channel mix, paid-campaign performance, and lead quality quarterly. Trigger an extra audit any time a major storm hits your area, you open a branch, you change marketing agencies, or a staff member who had account access leaves. Roofing demand and risk both spike, so the cadence should track real events, not the calendar alone.

What is the biggest risk in a roofing social media audit?

Unsupported or illegal claims, especially around insurance and storms. Phrases like "we handle your claim," "guaranteed approval," "free roof," or "we waive your deductible" can cross into the unauthorized practice of public adjusting or, with deductibles, into insurance fraud in many states. The 2024 Texas Stonewater ruling confirmed roofers can't advertise as insurance claim specialists. Account hijacking by a departing employee and customer-privacy leaks in job-site photos round out the top tier. Fix these before touching creative quality.

Can a roofer offer to waive or cover a homeowner's insurance deductible in a post?

No. Offering to waive, cover, rebate, absorb, or "eat" a homeowner's insurance deductible is insurance fraud in many states, and advertising it is a clear violation, not a clever promotion. The deductible is the homeowner's responsibility to pay and is required under their policy. Any post, ad, or bio that hints at deductible waiving should be removed immediately during the audit. The honest message is that you provide a free inspection and documentation, and the deductible remains the homeowner's to pay.

How do FTC fake-review rules affect roofing companies?

The FTC's Rule on Consumer Reviews and Testimonials took effect October 21, 2024, with penalties up to $51,744 per violation. For roofers, the common traps are incentivizing only positive reviews (a gift card specifically for 5 stars), employee or owner-family reviews posted without disclosing the connection, and suppressing honest negative reviews. You can ask every completed customer for an honest review and reward honest reviews regardless of rating, but you cannot pay for positive ones, fake them, or bury bad ones to look better than you are.

Which social media metrics actually matter for a roofing business?

Source-tagged leads, booked inspections, estimates given, jobs sold, average job value, and gross margin, broken out by service line. Response time and unanswered-message counts matter because high-value roofing leads go cold fast. Review themes and complaint patterns matter as operations data. Reach, likes, and views are only useful when you can connect them to those business outcomes. A quiet maintenance post that books steady high-margin repairs can be worth more than a storm reel with tens of thousands of views and no signed contracts.

Should a roofer delete negative reviews?

No, suppressing honest criticism to create a falsely positive picture can violate the FTC's review rule and erodes trust anyway. Respond professionally instead: acknowledge the concern in general terms, keep the customer's private details out of public view, and route them to a real phone number or email to resolve it. Never argue about an insurance claim, payment, or scope in a public reply. Then treat recurring complaints, late arrivals, poor cleanup, missed calls, as operations data and fix the underlying process, which improves future reviews at the source.

Does my roofing license number need to appear in social media posts?

It depends on your state, and the audit should confirm it. Several states, including California, Florida, and Oregon, require a contractor's license number to appear in advertising, and "advertising" can be read to include your social profiles and ad creative. The safest practice is to include your license number in your profile bios and on ad creative, and to verify the exact requirement with your state contractor-licensing board rather than assuming. Missing a required license number is a common, easily fixed compliance gap that an audit catches.

How can RoofPredict help with a social media audit?

RoofPredict supports the targeting and recordkeeping side, not the platform analytics or compliance review. It flags which homes are likely due for work by pairing an estimated roof-age range with modeled storm exposure per house, so your posts, mailers, and canvassing land where roofs are actually aging rather than on streets of new roofs. It can also attach a campaign source and follow-up task to a property record, helping social leads stay connected to real follow-up. It does not inspect roofs, diagnose damage, or replace ad-compliance, consent, or legal review.