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.
