How to Conduct a Social Media Audit in 7 Steps

What is a Social Media Audit?

A social media audit is a comprehensive evaluation of your brand’s performance on various social media platforms. It is used to gauge the effectiveness of your campaigns, identify strengths and weaknesses in your current strategy, and provide a better understanding of what audiences think of your brand.

Why Are Social Media Audits Important?

Success in the digital age requires staying ahead of the curve. To do this, it’s important to regularly audit your social media accounts. By analyzing your past performance, you can set realistic goals for the future and determine how to best achieve them. 

Some of the benefits of conducting a social media audit include:

• Increased awareness of your current online presence. A social media audit provides an in-depth look into the overall presence and visibility of your brand, helping to identify areas for improvement.

• Enhanced brand reputation. By monitoring conversations about your brand, you can create better responses to potentially negative feedback and boost your overall reputation.

• Greater return on investment (ROI). Useful information gained from a social media audit allows you to create campaigns that perform better across multiple platforms. 

• Improved marketing strategies. Social media audits provide valuable insights that can be used as a base for planning future strategies.

How to Conduct a Successful Social Media Audit

The process of auditing your social media accounts may seem daunting, but don’t worry — we’ve got you covered. Here are seven easy steps that will help you conduct a comprehensive social media audit in no time!

1. Take stock of your existing social media profiles.

This will help you better understand what’s working, what needs to be improved, and which channels you should continue capitalizing upon. 

To get started, take a look at all of the profiles you currently have. Which platforms are currently being utilized? How active have your accounts been in recent months? What content is performing well? 

Take note of how often you’re posting, the types of content you’re sharing, and your overall engagement levels.

2. Make sure your branding is consistent across all platforms.

Consistent branding across all of your social media platforms helps to create trust and establish a connection with your followers.

Once you have a list of all the social media platforms you’re using, take a look at your branding. Are your logos and colors consistent across all platforms? Are you using the same profile picture, cover photo, and bio for each account?

Your goal should be to create a cohesive brand identity — that means taking the time to ensure that the overall look, tone, and voice of your content are consistent.

3.  Analyze your performance metrics.

Analyzing your performance metrics is key to understanding how effective your content is. Some of the most common performance metrics on social media include impressions, engagement rate, reach, and click-through rate (CTR).

Evaluating these metrics will give you a better idea of what’s working well and where there might be room for improvement.

For example, if you notice that there are a low number of people liking, sharing, and commenting on your posts, then you might want to focus on ways to encourage engagement.

4. Set specific goals for each platform.

Once you have a better idea of how you are performing on social media, it’s time to set some goals.

Start by thinking about what you want to achieve on each platform. Do you want to increase reach? Drive more traffic to your website? Generate more leads?

Having specific goals will help you create a more effective plan of action. For example, if your goal is to increase the number of followers on a specific platform, be sure to specify exactly how many followers you want to gain and in what timeframe.

5. Take a deeper look at your audience.

The key to any successful marketing campaign is knowing exactly who you’re targeting. Take some time during this step of the audit process to narrow down who should be included in your target audience.

Consider factors such as age range, location, interests, and spending habits so that you can tailor your future content accordingly.

By understanding who your ideal customer is, how they engage with your content, and which channels are the best for reaching them, you can create content that appeals directly to them.

6. Perform a competitive analysis.

Start by researching other businesses in the same industry and learning about their products and services. Once you’ve identified your competitors, you can start assessing their strengths and weaknesses in comparison to yours.

Take some time to familiarize yourself with what they’re doing on social media. What type of content are they posting? How are they engaging with their followers?

This will give you insight into what’s working for them and where there might be opportunities for you to capitalize on.

7. Create a plan of action.

Once you’ve established your goals, it’s time to create actionable steps that will get you closer to achieving them. Your action plan should outline the necessary changes, updates, and improvements that need to be made based on your audit.

Start by identifying your key objectives — such as increasing followers or driving website traffic — and then consider what content you’ll use to meet these objectives.

Finally, don’t forget to measure your success! Keep track of your performance through metrics and be prepared to adjust your strategy depending on what’s working best for your audience.


If you’re looking to get a handle on your social media presence or want to ensure you’re making the most of your platforms, then a social media audit is a great place to start.

With the right approach and a strong focus on achieving your goals, you can make the most out of every minute you spend on social media!