Topwater Roofing — Social Media Roadmap
6 Months · Instagram + LinkedIn
A social presence built on real work, not noise.
A six-month plan to build a recognizable, trusted and measurable social presence across Instagram and LinkedIn — turning Topwater’s expertise, projects and customer proof into content that earns attention.
Content pillars
Six pillars that turn what Topwater already does into content.
01
Real Work
Before / during / after, completed roofs, on-site work, inspections and project stories — with drone footage.
Instagram-led
02
Education
Materials, roof lifespan, warning signs, maintenance, common mistakes, storm and insurance education.
Both platforms
03
Technology
Drone inspections, documentation, tech-enabled quoting and tools — and how they improve the customer experience.
Both platforms
04
Customer Proof
Real Google reviews, customer stories, before/after with testimonials and completed-project case studies.
Both platforms
05
People & Company
Team introductions, inspectors and crews, behind-the-scenes, day-in-the-life and company culture.
Instagram-led
06
Local + Commercial
Carolina communities, local projects, storm events, commercial roofing and facility-manager topics.
LinkedIn-led
Two platforms, distinct roles
The same project, repurposed — never the same post twice.
@topwaterroofing · Homeowners
Visual storytelling that makes the work feel real and local.
Reels & visual storytelling
Projects & before / after
Drone footage & education
Team & behind the scenes
Customer proof & local visibility
Company page · Property & facility owners
Business credibility that demonstrates expertise rather than claiming it.
Commercial roofing & case studies
Project breakdowns & technology
Documentation & inspection process
Property & facility-manager education
Customer success & industry insight
The six-month story
Each month builds on the last — from system to proof to scale.
01
Foundation
Build the system before scaling it.
02
Proof
Show the work and the people behind it.
03
Authority
Own the storm-damage conversation.
04
Commercial
Build business and industry credibility.
05
Local
Become recognizable in the communities Topwater serves.
06
Optimize
Use real data to scale what works.
M1
Month 1 · Foundation
Build the social media system before trying to scale it.
What we’ll do
Audit the existing Instagram presence
Optimize Instagram + LinkedIn profiles
Define content pillars & recurring formats
Establish visual templates
Build a reusable content library
Create the first content calendar
Define Instagram vs LinkedIn roles
Establish baseline metrics
Build a repeatable publishing workflow
Identify assets ready to repurpose
Content focus
Brand introduction
What Topwater does
Technology & experience
Existing project material
Educational content
First customer-proof posts
Deliverables
Social content strategy
Content pillars & format system
Visual / content templates
Instagram + LinkedIn optimization
Content calendar
Initial content library
Baseline performance report
M2
Month 2 · Proof
Make the real work — and the people behind it — central to the brand.
What we’ll do
Introduce recurring project content
Create before / during / after formats
Turn real projects into stories
Introduce team & on-site content
Begin the recurring customer-review series
Capture more real photography & video
Repurpose project material across platforms
Content examples
Before & after
“What we found on this roof”
Behind the project
Roofing problem → solution
Customer review + project
Team / crew content
Deliverables
Recurring project series
Customer-proof series
Educational series
Project storytelling formats
Instagram Reels
LinkedIn project stories
M3
Month 3 · Authority
Own the storm-damage conversation — answer the questions people have right after a storm.
Content focus
Hail & wind damage
What to do after a storm
What homeowners should look for
Roof & drone inspection process
Insurance-claim education
Emergency response
Common storm-damage misconceptions
Local storm-related content
Example formats
“3 things to check after a hailstorm”
“What storm damage actually looks like”
“Why inspect your roof after a major storm”
Drone inspection footage
Inspection walkthrough
Storm damage before / after
Deliverables
Storm content series
Educational Reels
Inspection content
Storm-damage project stories
Customer proof
Local storm-response content
M4
Month 4 · Commercial
Demonstrate commercial expertise — don’t just claim it.
Instagram — visual proof
Commercial project visuals
Large-scale project work
Drone footage & on-site insights
Team & craftsmanship
Before & after
LinkedIn — business credibility
Commercial case studies
Project breakdowns
Inspection processes & documentation
Technology in the field
Property-owner & facility-manager topics
Customer success & business lessons
Deliverables
Commercial content pillar
Commercial case-study format
LinkedIn thought-leadership formats
Project storytelling system
Commercial customer proof
Technology / process content
M5
Month 5 · Local
Become recognizable in the communities Topwater actually serves.
Content focus
Local projects & Carolina communities
Customer stories by area
Local weather & storm moments
Community presence & partnerships
Team working locally
Local expertise & reviews
Real project documentation
Examples
Completed project in a specific community
Customer story from a local area
Local storm response
“What we’re seeing on roofs in [area]”
Local project before / after
Customer review from the area
Deliverables
Local content framework
Location-based project stories
Community content
Customer proof
Local educational content
Instagram + LinkedIn adaptations
M6
Month 6 · Optimize
Use five months of real data to decide what to create more of.
Analyze
Reach & impressions
Video views & watch time
Engagement, saves & shares
Comments & profile visits
Website clicks & follower growth
LinkedIn impressions & engagement
Website traffic from social
Social-generated inquiries where trackable
Identify
Highest-performing topics
Highest-performing formats
Strongest Reels
Most-saved & most-shared education
Strongest customer-proof & project content
Instagram vs LinkedIn differences
Turn into
A refined content strategy
Recurring content series
A prioritized content backlog
Next-phase recommendations
A sustainable production system
Measurement
We set the baseline in Month 1 and measure progress from there.
Reach
Engagement
Video performance
Saves & shares
Profile visits
Website clicks
Audience growth
LinkedIn performance
Social-generated inquiries, where trackable
Because the accounts are relatively new, Month 1 establishes the baseline and Months 2–6 build measurable performance from it. We don’t promise follower counts, viral growth, or guaranteed reach, engagement or leads.
The bottom line
Measurement
Baseline in Month 1, then measurable progress every month after.
We track the signals that show whether the work is building attention and trust:
Reach
Engagement
Video performance
Saves & shares
Profile visits
Website clicks
Audience growth
LinkedIn performance
Social-generated inquiries, where trackable
Because the accounts are relatively new, Month 1 establishes the baseline and Months 2–6 build measurable performance from it. We don’t promise follower counts, viral growth, or guaranteed leads, engagement or reach.
The bottom line
The goal isn’t to post more. It’s to make Topwater’s expertise, work and customer proof visible — consistently, credibly and at scale.
Topwater Roofing — Social Media Roadmap · 6 Months
@topwaterroofing · topwaterroofing.com