Running a plumbing or local repair business means juggling a lot – appointments, tools, phone calls – and social media probably isn’t at the top of your list. But if you’re already posting online or thinking about it, taking time for a social media audit can help you see what’s working and what’s just noise. It’s not about going viral; it’s about making sure your posts actually help your business. Whether you’re on Facebook, Instagram, or even Google Business Profile, checking in on your pages can show you where to improve and how to connect better with local customers who need your services.

Define Your Social Media Goals

Start by asking yourself what you want from your social media pages. Are you trying to get more phone calls? Do you want people in your area to know your name? Or maybe you’re hoping new customers will see the jobs you’ve already done. Picking one or two solid goals makes it easier to decide what kind of content to post and how often.

Some plumbing businesses use social media just to be visible in their town. Others want to show off finished projects or share tips that help homeowners avoid common issues. You might also use it as a way for happy clients to leave comments, reviews, or photos of completed repairs. Whatever the aim, make sure it’s clear and easy to track.

Once your goals are set, match them with actions that support each one. If you’re focused on getting leads, you’ll need posts that include contact info or links for booking appointments. If you’re working on trust, then before-and-after photos or short videos from job sites can help people see real results.

Also think about which platform fits best with each goal. Facebook is good for connecting with local groups and sharing updates. Instagram works well for pictures and stories from job sites. LinkedIn might help if you’re looking for commercial contracts instead of residential ones.

As you review your goals, remember that the content you publish directly affects how easily people find your business online. If you want to dive deeper into how strong, consistent content helps local companies grow visibility, check out our guide on how social media content creation helps local businesses get found online.

When doing a social media audit, check whether your past posts line up with these goals. Look at which ones got clicks, likes, shares, or messages back from followers. This tells you what’s working and helps shape future posts so they perform better.

Track progress every few weeks or monthly based on what matters – calls received, form submissions, page follows, or saved posts. This keeps everything focused without wasting time on posts that don’t support your goals.

Evaluate Your Current Platforms

Start by listing every social media account your business is using. This includes accounts you use often and ones you may have forgotten about. Facebook, Instagram, and Google Business Profiles usually make the most sense for plumbers and repair services. These platforms let you share updates, post photos of recent jobs, and collect reviews from real customers.

Check if each platform is still useful. For example, if your X page hasn’t been updated in months and doesn’t bring in calls or messages, it might not be worth keeping around. Look at how many people follow each account and how often they interact with your posts. If no one’s liking or commenting on your content, it could mean that platform isn’t helping much.

Think about where your customers spend their time online. Most homeowners looking for plumbing help aren’t scrolling through LinkedIn to find a local service. They’re more likely to check Google Reviews or look at before-and-after pictures on Instagram or Facebook Marketplace listings.

A social media audit helps you figure out what’s working and what’s just taking up space. You don’t need to be everywhere – just where it counts.
If you’ve set up profiles but haven’t posted lately, decide whether to update them or remove them. An inactive profile can confuse customers into thinking you’re closed.

Also make sure all links lead to the right place – your website, email, or phone number – and that nothing is broken.

Going through each platform gives you a clear picture of which deserve your attention and which you can drop.

Perform a Social Media Audit

Start by gathering all the accounts your business uses. Make sure each one is active and has up-to-date contact details like phone numbers and service areas.

Next, look at how often you’re posting. Regular updates help keep your business in front of local customers. If you haven’t posted in weeks or months, people might think you’re no longer open. Check if your posts match across platforms too – your logo should be the same everywhere so customers recognize you right away.

Now dig into the numbers. Look at follower counts over time. Are they growing, staying flat, or dropping? Then check engagement levels – likes, shares, comments – on recent posts. Posts with low interaction might need better timing or different topics.

Also review what kind of content performs best. Do before-and-after photos get more attention than repair tips? Make note of posts that spark questions or conversations – they’re worth focusing on.

Part of a strong social media audit is ensuring everything looks consistent with your business name and services. Your bio should clearly say what you do and where you work. Someone landing on your page should instantly know you’re a plumber or repair expert serving their area.

Finally, compare results across platforms to understand which bring value and which aren’t worth your time.

Analyze Competitor Accounts

Start by finding other plumbing or local repair companies in your area with active social media pages. Look for ones that have steady engagement – likes, comments, and shares – from real people. Focus on businesses that seem to get attention without running big ad campaigns. These accounts can give you a clear picture of what works.

Check how often they post. Some may share updates every day, while others only post a few times a week. Take note of the timing too – morning, afternoon, or evening. This helps you figure out when their audience is most active.

Pay close attention to the kind of content they share. Are they posting before-and-after photos? Do they show behind-the-scenes videos of jobs? Maybe they answer common plumbing questions or share safety tips. Each type of post serves a different purpose – some educate, some entertain, and some build trust.

Look at how these businesses talk to their followers in the comments section. Do they reply quickly? Are their responses helpful? A fast and respectful reply can make a good impression on future customers.

Also see if they use hashtags regularly and which ones come up often. Local tags like #YourCityPlumber or service-based ones like #DrainCleaning could help new people find your page too.

Compare the number of likes and comments across different posts to spot patterns. If one kind of post always gets more interaction than others, it’s worth testing something similar on your own page.

This part of your social media audit gives you ideas without guessing what works. You’re looking at real examples from businesses just like yours in nearby areas – not big brands with huge teams or budgets.

Take notes as you go so you can refer back later when planning your own content calendar or trying something new online.

Check Branding Consistency

Start by looking at your business name across all social media accounts. Make sure it’s spelled the same way everywhere. Even small changes like “Joe’s Plumbing” on one platform and “Joe Plumbing Co.” on another can confuse people. Stick with one version so customers know they’re in the right place.

Next, check your logo. Use the same image on every profile. The size might change depending on the platform, but it should still be easy to recognize. If you’ve updated your logo recently, make sure all accounts show the new version –  not an old one.

Look at your contact details too. Your phone number, email address, and website link need to match across each page. If someone finds your Facebook page but sees a different number than what’s listed on Instagram, they may not bother calling either one.

Tone of voice matters as well. Whether you’re writing a quick post or replying to a comment, keep your style consistent. If you use casual language in one place and formal replies in another, it sends mixed messages about who you are as a business.

Also check bios and descriptions on each platform. They don’t have to be word-for-word copies but should include key info like services offered and areas served. That helps people quickly understand what you do no matter where they find you online.

Doing this kind of review is part of a proper social media audit for any local repair service or plumbing company trying to stay organized online.

Keeping everything aligned makes things easier for potential clients who want fast answers and clear information before hiring someone for their home repairs or plumbing issues.

Create an Action Plan for Improvement

After running your social media audit, it’s time to outline what needs to change.

Start with content. Look at what posts got clicks, comments, or shares. Identify the topics your audience cares about most – repair tips, before-and-after photos, customer stories, or local updates. Use this information to build future content that speaks directly to homeowners in your area.

This is also the perfect moment to understand why consistent content boosts visibility. Regular posting helps customers find you when they search for local services, and it signals to platforms that your business is active. If you want a full breakdown of how this works, see our article on how social media content creation helps local businesses get found online.

Next, fix your posting routine. Ask yourself: Are you showing up often enough? Too much? Not at the right times? Use past performance data to pick better days and hours for posting. Stick with a simple schedule – maybe three times a week if that works best for your team and audience.

Focus on how you reply to people as well. If someone leaves a comment or sends a message, make sure they get an answer quickly. A short thank-you or helpful response builds trust fast. Create a few go-to replies so you don’t always have to start from scratch.

If you’re using ads, look at what’s working and what’s not bringing in leads. Don’t waste money on broad campaigns that target everyone everywhere. Instead, narrow it down by zip code or neighborhood where you actually take jobs. Test different messages – like discounts for first-time customers – to see what gets more calls.

Break all of this into steps with deadlines so things actually get done over time – not all at once but little by little each week or month based on your capacity and goals.

Keep checking how these changes affect results like new followers, messages from potential clients, and page visits from nearby users who need plumbing help or home repair services soon after seeing your posts online.

Set Yourself Up for Social Media Success

Now that you’ve got a clear roadmap, it’s time to put your insights into action. A solid social media audit helps you understand where your plumbing or repair business stands online and what steps you need to take to grow. From defining your goals and assessing current platforms to checking branding and analyzing competitors, each step plays a key role in leveling up your online presence. By creating a focused improvement plan, you’re not just fixing leaks in your strategy –  you’re building a stronger, more consistent brand that connects with local customers where it matters most.