The Ultimate Social Media Audit Guide: Steps, Tools, Platforms & Checklist

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Is your social media feeling a bit…meh? You’re not alone!  Many businesses struggle to make their online presence truly pop.  That’s where a social media audit becomes helpful.

Think of it like a checkup for your online presence.  You’re basically gathering info from all your social media accounts, like Facebook, Twitter, YouTube, and the whole gang, to see how things are really going.  By analyzing this data (using a social media scheduler), you can figure out what’s working well and what needs a little TLC.

In this guide, we’ll take a look at what a social media audit is, how you can conduct it, and its benefits!

Let’s get started!

What Is a Social Media Audit?

A social media audit involves gathering data from several social media channels to determine the success of your social media presence and strategy. Instead of depending on AI to create content, marketers perform a systematic investigation.

The goal is to evaluate the performance of social platforms like Facebook, Instagram, Twitter, LinkedIn, and more based on key metrics and activities. Both quantitative and qualitative data are examined to get a complete view.

Quantitative data provides numbers and stats to benchmark performance and track growth. This includes followers, engagement rates, clicks, shares, conversions, and more. Qualitative data evaluates intangible elements like audience sentiment, branding, content formats, and engagement practices.

Once data has been aggregated, it needs to be organized into an audit report. The findings are used to identify strengths and problem areas. The report serves as a feedback loop aiming to enhance social media ROI and alignment with business goals.

Conducting regular social media audits is crucial for creating data-driven strategies and campaigns. It facilitates decision-making on where to allocate resources and spending. Above all, it enables brands to nurture more relevant, resonant conversations and connections on social platforms. Rather than automated AI solutions, it requires human-driven effort and analysis.

The result accurately evaluates what’s working and what’s not. These insights translate into an improved, more streamlined strategy for each social media channel.

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Analyze your audience, engagement, and top-performing content to identify areas for growth and craft a winning social media strategy.

How to Do a Social Media Audit?

Conducting a social media audit for free involves a few key steps. Let’s take a look:

Defining the Scope

  • Platforms and Accounts: Identify the social media platforms (Facebook, Twitter, etc.) and specific brand accounts you’ll be auditing.
  • Data Collection: Set defined date ranges for gathering data from each platform.

Choosing Key Performance Indicators (KPIs):

  • Quantitative Metrics: Track numerical performance indicators, such as follower growth, engagement rates (likes, comments, shares), clicks, and conversions.
  • Qualitative Analysis: Analyze content formats used, brand consistency across platforms, audience sentiment towards your brand, and current engagement practices.

Data Gathering

  • Native Analytics: Utilize the built-in analytics tools offered by each social media platform.
  • Third-Party Tools: Consider leveraging third-party analytics providers like Social Champ and Google Analytics for more in-depth insights.
  • Data Consolidation: Compile all the data into a central location like a spreadsheet or dashboard for efficient analysis.

Strategic Improvements

  • Documenting Findings: Summarize the key takeaways from the audit in a well-organized report.
  • Developing an Action Plan: Translate your learnings into actionable steps for optimizing your social media presence. This plan should address areas identified for improvement.

Maintaining Success

  • Regular Assessments: Conduct periodic audits, ideally quarterly, to monitor progress and adapt your strategies based on new findings.
  • Alignment with Business Goals: Ensure your social media efforts contribute directly to your overarching business objectives.
  • Staying Informed: Keep yourself updated on any algorithm changes implemented by social media platforms, as these may necessitate adjustments to your strategy.

Related Article: Top 15+ AI Tools for Social Media in 2024

Platforms for a Social Media Audit

Here is an overview of key platforms to use when conducting a social media audit:

  • Native Analytics

    Each social media platform—Facebook, Instagram, Twitter, LinkedIn, etc.—provides free analytics within its dashboards. You can use native tools to view baseline quantitative metrics like follower counts, post/tweet impressions, clicks, shares, and more. The downside is a lack of customization, so leverage platform analytics for top-level statistics per profile.

  • Google Analytics

    For blogs or websites linked to social platforms, Google Analytics supplies more advanced tracking of referring sites, bounce rates, sources, visitor journeys, and conversions achieved. Integrate Google Analytics to analyze website visitor behavior related to specific social channels. Customizable features like segments and reports facilitate a range of comparative assessments.

  • Social Champ

    You can leverage Social Champ’s analytics to audit your social media presence. The tool helps you track follower growth and engagement metrics and reach across platforms to identify strengths and weaknesses. You can compare performance over time and pinpoint top-performing posts to understand audience preferences. While Social Champ provides valuable insights, a comprehensive audit should include competitor analysis, audience demographics, and a review of your social media goals.

     A snapshot of Social Champ’s Analytics
    A Snapshot of Social Champ’s Analytics

  • Spreadsheets

    Good spreadsheets still serve a significant purpose when conducting social audits. You can compile custom tables and graphs capturing date ranges, metrics per platform, performance trends over time, benchmark statistics, and more. Visualizing the data through a manual method gives you the flexibility that standard platform tools may lack. Identify correlations and pull tangible recommendations from your spreadsheet analysis.

Social Media Audit Examples

The primary goal of a social media audit is to enhance the effectiveness of social media efforts and ensure consistency in brand messaging across platforms.

Key Components of a Social Media Audit:

  1. Profile Optimization:
    • Check the completeness of profiles on each platform.
    • Ensure consistent branding elements, such as profile pictures, cover photos, and bios.
    • Verify contact information and website links for accuracy.
  2. Audience Analysis:
    • Examine the demographics and interests of the current audience.
    • Identify the most engaged segments and potential areas for growth.
    • Evaluate follower growth trends over time.
  3. Content Performance:
    • Analyze the engagement metrics of past posts, including likes, comments, and shares.
    • Identify top-performing content and understand the factors contributing to its success.
    • Evaluate the posting frequency and timing for optimal reach.

Social Media Audit Examples

  • Profile Completeness: Ensure that all social media profiles have updated profile pictures, cover photos, and accurate contact information to create a cohesive brand image.
  • Content Effectiveness: Identify the top-performing posts by analyzing engagement metrics and use this information to guide future content creation.
  • Competitor Analysis: Analyze a competitor’s social media strategy, noting successful elements and areas for differentiation to enhance your approach.
  • Audience Segmentation: Segment your audience based on demographics and interests, tailoring content to different segments for increased engagement.

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Social Media Audit Tools

Performing a social media audit is essential for optimizing your online presence, and there are various tools available to streamline the process. These tools offer features such as analytics, monitoring, and reporting to help you assess the effectiveness of your social media strategy. Because social media audit presentations always look fine. Here are some popular social media audit tools:

  1. Google Analytics

    Google Analytics
    Google Analytics


    • Website traffic analysis.
    • Social media tracking.
    • Conversion tracking.


    • In-depth insights into website and social media performance.
    • Integration with various platforms.

  2. Brandwatch



    • Social listening and monitoring.
    • Analytics and reporting.
    • Competitor analysis.


    • Real-time insights into brand mentions and sentiment.
    • Identify trends and analyze competitor strategies.

  3.  Awario



    • Social listening and monitoring.
    • Influencer identification.
    • Analytics and reporting.


    • Track brand mentions in real time.
    • Identify influencers and monitor campaign performance.

  4.  BuzzSumo



    • Content discovery.
    • Social media analytics.
    • Competitor analysis.


    • Identify popular content in your industry.
    • Analyze content performance on social media.

    When choosing a social media audit tool, consider your budget, the platforms you use, and the specific features you need. Many tools offer free trials, allowing you to test their functionality before committing to a subscription.

The right tool for you will depend on your business goals and the depth of analysis you require for your social media strategy because the final social media audit presentation should look amazing.

Related Article: 15+ Powerful Social Media Marketing Tips for Businesses in 2024

Social Media Audit Checklist

A social media audit checklist systematically examines your social media presence, strategies, and performance. To ensure a comprehensive evaluation, use the following checklist for a social media audit guide:

  1. Profile Optimization:

    • Complete and update the profile information on all social media platforms.
    • Ensure consistent branding elements, such as profile pictures and cover photos.
    • Verify contact information, including website links, for accuracy.
  1. Audience Analysis:

    • Identify and analyze your target audience demographics.
    • Evaluate follower growth trends over specific periods.
    • Monitor audience engagement and interaction levels.
  1. Content Review:

    • Assess the quality and relevance of your recent posts.
    • Identify top-performing content based on likes, shares, and comments.
    • Check for consistency in the messaging and branding of all posts.
  1. Competitor Analysis:

    • Analyze competitors’ social media profiles and strategies.
    • Identify successful tactics and areas for differentiation.
    • Evaluate how your social media presence compares to competitors.
  1. Hashtag and Keyword Analysis:

    • Review the effectiveness of hashtags used in posts.
    • Identify trending industry keywords and incorporate them strategically.
    • Monitor and engage in relevant conversations using appropriate keywords.
  1. Engagement Metrics:

    • Analyze overall engagement metrics, including likes, comments, and shares.
    • Examine engagement trends over specific periods.
    • Identify the most engaging content and understand the factors contributing to its success.
  1. Social Media Advertising:

    • Review the performance of paid social media campaigns.
    • Analyze key performance indicators (KPIs) such as click-through rates and conversions.
    • Ensure that ad targeting aligns with your target audience.
  1. Platform-Specific Metrics:

    • Examine platform-specific metrics provided by each social media channel (e.g., Facebook Insights, Twitter Analytics).
    • Analyze platform-specific trends and adjust strategies accordingly.
  1. Compliance and Consistency:

    • Ensure compliance with each platform’s guidelines and policies.
    • Check for consistency in messaging, visuals, and tone across all platforms.
  1. Social Media Goals:

    • Evaluate whether your social media goals align with overall business objectives.
    • Review the effectiveness of strategies in achieving set goals.
    • Adjust goals based on the insights gained during the audit.
  1. Crisis Management Preparedness:

    • Assess the readiness for crisis management on social media.
    • Review and update response protocols for potential PR crises.
    • Identify areas for improvement in handling negative comments or feedback.
  1. Influencer and Partnership Assessment:

    • Evaluate the impact and effectiveness of influencer collaborations.
    • Assess the success of partnerships and collaborations on social media.
    • Identify potential new influencers or partners for future campaigns.
  1. Social Media Trends:

    • Stay updated on current social media trends and incorporate relevant ones.
    • Monitor emerging features on each platform and assess their potential impact.
  1. Reporting:

    • Generate and review comprehensive reports based on the audit findings.
    • Document key insights, areas for improvement, and successful strategies.

Regularly conducting a social media audit using this checklist will help ensure that your social media strategy remains effective, adaptable, and aligned with your overall business goals.

How to Perform a Social Media Audit in 7 Steps

Performing a social media audit is a strategic process that involves assessing and analyzing your social media presence to enhance performance and achieve business goals. Here’s a simplified seven-step guide to help you conduct a thorough social media audit:

Step 1: Define Objectives and Goals

Clearly outline the objectives of your social media audit. Are you looking to improve engagement, increase brand awareness, or enhance lead generation? Align your goals with your overall business objectives to ensure relevance.

Step 2: Create an Inventory of Social Media Accounts

List all the social media platforms on which your business is active. Include both major platforms (Facebook, Twitter, Instagram, LinkedIn) and any niche platforms relevant to your industry.

Step 3: Review Profile Information

Evaluate the completeness and consistency of profile information across all platforms. You must check profile pictures, cover photos, bios, and contact details for accuracy and alignment with your brand.

Step 4: Analyze Audience and Engagement

Examine your audience demographics on each platform. You can assess engagement metrics such as likes, comments, and shares to identify high-performing content. Additionally, determine the growth trends of your followers over specific periods.

Step 5: Evaluate Content Strategy

Review your recent posts to ensure consistency in messaging and branding. You can identify top-performing content and analyze the factors contributing to its success. You must also assess the frequency and timing of your posts to optimize engagement.

Step 6: Assess Competitor Presence

Analyze competitors’ social media profiles and strategies. You must also identify successful tactics and areas where your brand can differentiate itself. You must also gain insights into industry trends by examining competitors’ content.

Step 7: Use Analytics and Generate Insights

You can also utilize social media analytics tools (e.g., platform-specific analytics, Google Analytics) to gather quantitative data. This way, you can generate actionable insights based on the collected data, focusing on what’s working well and areas that need improvement. Next, document your findings and create a change plan based on your audit results.

Additional Tips

  • Consider conducting a social media listening analysis to understand the sentiment around your brand or industry.
  • Keep an eye on emerging trends and features on social media platforms to stay ahead of the curve.
  • Regularly schedule social media audits to adapt to changing trends and business priorities.

Remember that the key to a successful social media audit for clients is to identify areas for improvement and leverage insights to refine your social media strategy. The process should be cyclical, with regular social media audits helping you stay responsive to your audience and industry dynamics.

What Are the Benefits of a Social Media Audit?

A social media audit for clients offers several benefits for businesses and individuals looking to optimize their online presence and improve their social media strategies. Here are some key advantages:

  1. Enhanced Strategy Effectiveness

    A social media audit provides insights into the performance of your current strategy. You can refine your approach by identifying what works and what doesn’t, ensuring that your efforts align with your overall business goals.

  2. Improved Brand Consistency

    Ensuring consistent branding across all social media platforms is crucial for brand recognition. A social media audit helps identify inconsistencies in profile information, visuals, and messaging, allowing you to maintain a cohesive brand image.

  3. Better Audience Understanding

    Analyzing audience demographics and engagement metrics helps you gain a deeper understanding of your target audience. This information can be used to tailor content, improve engagement, and attract new followers.

  4. Optimized Content Strategy

    Reviewing past content performance lets you identify top-performing posts and understand the elements that resonate with your audience. This insight allows you to optimize your content strategy, consistently delivering valuable and engaging content.

  5. Competitive Benchmarking

    Analyzing competitors’ social media strategies provides valuable insights into industry trends and successful tactics. This information can help you identify areas for improvement and differentiate your brand in a crowded marketplace.

  6. Effective Resource Allocation

    Conducting a social media audit free helps you assess the effectiveness of your current resources. You can identify which platforms and strategies yield the best results, allowing you to allocate your time and budget more efficiently.

  7. Identification of Growth Opportunities

    Through audience analysis and competitor benchmarking, you can identify new growth opportunities. This could include exploring new platforms, collaborating with influencers, or tapping into emerging trends within your industry.

  8. Improved Crisis Preparedness

    A social media audit can help you evaluate your readiness for crisis management. You can develop a more robust crisis response strategy by identifying potential vulnerabilities and areas for improvement.

  9. Enhanced Advertising ROI

    Assessing the performance of paid social media campaigns allows you to optimize your advertising strategy. By refining targeting, messaging, and creatives based on audit findings, you can improve your ad spend’s return on investment (ROI).

  10. Increased Accountability and Measurement

    Regular social media audits establish a framework for accountability within your team. Clear measurement of key performance indicators (KPIs) ensures everyone is aligned with organizational goals and can track progress over time.

In Conclusion

To sum up, performing a social media audit is crucial for any person or company looking to navigate the always-changing digital environment effectively. This systematic analysis gives you a broad overview of your web presence, revealing information about how well your present tactics are working and emphasizing areas needing development.

A social media audit is a compass for improving branding, increasing engagement, and coordinating efforts with larger business objectives by carefully evaluating profile completeness, audience engagement, content efficacy, and competitive standards.

Frequently Asked Questions

1. What Is a Social Media Audit?

A social media audit systematically reviews your social media presence, encompassing platforms, profiles, and content. It involves evaluating the effectiveness of your current strategy, identifying areas for improvement, and ensuring consistency in branding.

2. What Is an Example of a Social Audit?

A social audit assesses and evaluates an organization’s social and ethical performance. It involves analyzing how well a company adheres to its social responsibilities and impacts society. A clothing retailer examining its social media presence to ensure its optimal post performances, profile traffic, and engagement can be an example of a social media audit.

3. How Do You Conduct a Social Audit?

A social audit involves systematically examining various aspects of your social media presence. Here are some steps that everyone should follow: Define objectives, create an inventory, review profiles, analyze audience and engagement, evaluate content strategy, and perform competitor analysis.

4. What Should Be Included in a Media Audit?

There should be multiple things, such as social media profiles, audience engagement, content strategy, competitor analysis, actionable plans, and regular monitoring.

5. What Is the Goal of a Social Media Audit?

The goal of a social media audit is to assess and optimize an organization’s social media presence. The main goals are performance evaluation, branding consistency, audience understanding, and content strategy optimization.

6. What Is the Benefit of Social Media Auditing?

A key benefit of social media auditing is optimizing and improving your online presence and achieving your goals.
Picture of Daniel Clark

Daniel Clark

Daniel is a guru of B2B marketing and professional networking. His in-depth knowledge of LinkedIn's unique environment has paved the way for business success.

The Ultimate Social Media Audit Guide: Steps, Tools, Platforms & Checklist

Picture of Daniel Clark

Daniel Clark

Daniel is a guru of B2B marketing and professional networking. His in-depth knowledge of LinkedIn's unique environment has paved the way for business success.

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