Marketing - Corp. Communication

How to Conduct a Social Media Audit: Checklists, Examples and Template


Published on 05/16/2024 – Last Updated on 05/16/2024 by OTC

Tracking what social media actually does for your business is important to determine what’s working and what’s not.

Social media is the place to market your business and reach your customers far and wide. No matter what platform you are on, it’s important to regularly review your social media accounts. This will help you evaluate what’s working and what opportunities are available to grow your company, on top of the general benefits of checking performance.

In order to assess this, you’ll need to perform a social media audit. While the term “audit” can seem overwhelming, it’s easy to do if you have a social media audit template to help guide you through the process. Keep reading to find out what you need to know about social media auditing, and download a free and easy-to-use template to help you perfect your social media accounts.

What is a social media audit?
A social media audit paints a big picture of your social media strategy and pinpoints where and how you can improve results. Metrics collected from this audit can include audience demographics, locations, engagements, and other valuable information to drive success. The term “audit” is typically associated with taxes, but in this case, it simply means compiling and reviewing key information from all of your social media efforts and storing this information in one place.

When should you do a social media audit?
While there is no specific timeline or rule on when you should complete social media audits, there are some best practices that you can follow. In general, it’s best to complete an audit quarterly to implement any new changes and track progress. However, if you’re seeing large success across your social media channels and rarely need to make implementation changes, you could choose to complete this audit every six months. Likewise, if you’re noticing that there are many negative complaints stemming from customers about your social media activities, you could choose to run this audit more frequently. This can ensure that all of your social platforms are up-to-date and running properly to optimize your online presence.

How to perform a social media audit

Whether this is your first audit or you’re a social media audit pro, follow these seven steps to ensure a smooth process. To get started, download our free social media audit template below and follow along as you gather and fill out all of the information needed.

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Social media audit – What is an example of a social audit?

An example of a social audit is reviewing your company’s Facebook page. This would involve analyzing profile information, evaluating metrics such as follower growth and engagement rate, identifying top-performing posts, and comparing results to industry benchmarks. The insights gained from this audit can help optimize your Facebook strategy.

What does a social media audit do?

A social media audit evaluates your social media presence, performance, and strategy across all platforms. It helps identify areas for improvement, track progress towards goals, and optimize your social media marketing efforts.

What should be included in a social media audit?

A social media audit should include:

  • A list of all active social media accounts.
  • Evaluation of profile information and branding.
  • Analysis of key metrics (e.g., followers, engagement, reach).
  • Assessment of content performance.
  • Identification of top-performing posts.
  • Comparison of results to industry benchmarks.
  • Recommendations for improvement.

How do you structure a social media audit?

To structure a social media audit:

  • List all active social media accounts.
  • Check profile information and branding for consistency.
  • Analyze key metrics and performance data.
  • Identify top-performing content and trends.
  • Compare results to industry benchmarks and competitors.
  • Summarize findings and provide recommendations.
  • Create an action plan to implement changes and track progress.

How often should you conduct a social media audit?

It’s recommended to conduct a social media audit quarterly. However, the frequency can be adjusted based on your company’s goals and the performance of your social media accounts.


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