How to Run a Social Media Audit

Want Better Social Media Results? Start Here

Do you want a more effective social media presence that drives real business results? A social media audit is the key to understanding what’s working, what’s not, and how to improve. Whether growing your brand, increasing engagement, or driving sales, regularly assessing your social strategy ensures you’re on the right track. Without an audit, you could be investing time and resources into platforms or content that aren’t delivering value.

What Is a Social Media Audit?

A social media audit is a deep dive into your social media metrics, content performance, audience insights, and branding across all platforms. It helps identify strengths, weaknesses, and opportunities to align your social media efforts with your business goals. Think of it as a health check for your online presence—ensuring your strategy is optimized and impactful.

Step 1: Define Your Social Media Goals

Before evaluating performance, clarify what success looks like on each platform. Common goals include:

• Increasing brand awareness
• Generating leads and sales
• Boosting community engagement
• Growing your audience

Each platform may serve a different purpose, so tailor your objectives accordingly.

Step 2: Take Inventory of Your Social Accounts

List all your active and inactive social media accounts. Don’t overlook old accounts or ones created by different departments. This helps:

• Identify underutilized platforms
• Uncover rogue or duplicate accounts
• Decide which accounts to maintain, repurpose, or deactivate

Step 3: Review Branding Consistency

Your brand should be recognizable across all platforms. Check for consistency in:

• Profile and banner images
• Bio and About sections
• Website links and hashtags
• Messaging and visual aesthetics

Consistent branding strengthens credibility and builds trust with your audience.

Step 4: Analyze Key Performance Metrics

Data is the foundation of your audit. Focus on metrics that align with your goals, such as:

• Reach and impressions
• Engagement rates (likes, comments, shares)
• Follower growth
• Click-through rates and conversions

Each platform offers native analytics tools, but also consider using third-party analytics for deeper insights.

Step 5: Understand Your Audience

Effective content resonates with the right people. Review your audience demographics:

• Age and location
• Interests and behaviors
• Preferred content formats

If your current audience doesn’t match your target demographic, refine your strategy to better align with your ideal followers.

Step 6: Identify Your Top-Performing Content

Examine your most successful posts to determine what your audience responds to best. Look for trends in:

• Content format (videos, images, carousels)
• Posting time and frequency
• Topics and messaging

Use these insights to guide your future content strategy.

Step 7: Conduct a SWOT Analysis

Summarize your findings with a SWOT analysis:

• Strengths: What’s working well?
• Weaknesses: Where are you falling short?
• Opportunities: What new trends or platforms can you leverage?
• Threats: What external factors could impact your performance?

A SWOT analysis helps you create a strategic roadmap for improvement.

Put Your Audit Findings into Action

An audit is only valuable if you use the insights to refine your strategy. Adjust your content plan, reallocate resources, and set new benchmarks for success. Consider integrating competitor analysis and a paid ads review for a comprehensive approach.

Want an easier way to track your progress? Use a social media audit template to streamline data collection and analysis. Regularly revisit your audit to keep your strategy fresh and effective.

Stay proactive, and watch your social media performance soar.