How to Conduct a Social Media Audit (Step-by-Step Guide)
If you want to improve your social media results, you need to know what’s working and what’s not. That’s where a social media audit comes in. It’s a check-up for your social media strategy, helping you realign your goals, optimize content, and get the most out of your efforts.
Here’s how to conduct a social media audit like a pro.
Step 1: List All Your Social Media Accounts
Start by gathering all the platforms your business uses (and even the ones you may have forgotten).
Facebook
Instagram
Twitter/X
LinkedIn
Pinterest
YouTube
TikTok
Threads, Snapchat, or niche platforms
Check for:
Consistent branding (name, profile pic, bio)
Proper links to your website
Verified accounts (where possible)
Step 2: Analyze Your Performance Metrics
Dive into the numbers to see how each platform is performing.
Key metrics to track:
Follower growth
Engagement rate (likes, comments, shares)
Reach and impressions
Click-through rate (CTR)
Website traffic from social media
Conversions or sales from social channels
Use platform analytics or tools like Google Analytics, Hootsuite, or Buffer.
Step 3: Evaluate Your Content
Review your posts over the past 30–90 days.
Ask yourself:
What types of content perform best? (videos, carousels, reels, infographics?)
Are you posting consistently?
Are you using the right hashtags, captions, and CTAs?
Does your content reflect your brand voice and goals?
Track top-performing posts and look for patterns.
Step 4: Assess Your Audience
Make sure you’re reaching the right people.
Check platform insights for:
Demographics (age, gender, location)
Active times and days
Interests or behaviors
Are you speaking to your ideal customer? If not, you may need to adjust your strategy.
Step 5: Review Your Goals
Do your social media activities align with your business goals?
Revisit your objectives:
Brand awareness
Lead generation
Customer service
Sales or conversions
Update goals or tactics based on what the data reveals.
Step 6: Audit Your Competitors
Take a peek at what your top competitors are doing.
Look at:
Their engagement rate
Content type and frequency
Audience interaction
Unique campaigns or trends
Use tools like BuzzSumo or Social Blade for insights.
Step 7: Document Your Findings
Organize everything into an audit report or spreadsheet.
Include:
A summary of each platform
Key stats and trends
Strengths and weaknesses
Recommendations for improvement
This becomes your roadmap for refining your strategy.
Final Thoughts
A social media audit isn’t just a one-time task—it’s a process you should repeat quarterly or at least twice a year. It helps you stay agile, adjust to trends, and build a strategy that actually delivers.
