How to do a Social Media Audit

In 6 easy steps

Doing an audit of your social media isn’t as scary as it sounds. We do them quarterly because it helps us get a clear picture of:

· What kinds of posts are working, or not working

· Are some channels doing better than others

· Is our audience and channels still relevant

Plus, it helps us identify new opportunities for social grow and engagement.

Step 1:

Put together a list of all your channels. We always do a Google search when doing our quarterly audits. The idea is to double check for any old profiles, any fake accounts, or maybe various departments within your organization have created their own channels.

We will also go into each of our social media channels and do another name search from within it.

Pro Tip: You can set up social media monitoring to keep an eye out for any new impostor accounts that might pop up in the future, and to track what people are saying about your organization.

Step 2:

Make sure each account is optimized and on brand. Once you’ve recorded all your accounts, look at each one thoroughly to make sure it’s consistent with your current brand image and standards.

· Profile and cover images on brand and sized right

· Profile/bio is up to date with proper information and links

· Pinned posts are still appropriate and up to date

· Tools are up to date

Step 3:

Record your overall channel performance. For example, last quarter if you have 500 IG followers and now you have a 1,000, you can record that increase. Alternatively, if you had 1,000 Twitter followers and now you have 500, record your decrease.

Step 4

Identify your top performers. I put more value on engagement than followers, so I look at analytics and record the data on our top posts for each channel.

Pro Tip: The formula for engagement rate is to take all your posts for the quarter and add up the number of engagements (likes, comments, shares, saves, etc.). Divide that number by the number of posts. Divide that number by the number of followers and multiply by 100.

Example: 150 total engagements divided by 10 posts gives you an average of 15 per post. Divided 15 by 500 followers and multiply that by 100 to get an average engagement rate of 3%, which is about average for Instagram.

Next, l look for patterns and record this too:

· Do you tend to get the most response when you post photos?

· Videos?

· Do people respond to the same kinds of posts on your Facebook Page as they do on your Instagram account?

Step 5

While you are in your analytics, check out your audience for each network. As you evaluate how each social account helps support your brand, it’s important to understand who you can reach through each channel.

Pro Tip: It’s also important to stay up to date on demographics for each channel, for example Tik Tok might be the latest craze, but Facebook still reaches the largest number of users aged 13-17 *according to Hootsuite.

Step 6

While you’re researching the most update to date social media channel demographics, its time to decide which channels are right for you. You’ve gathered enough information now to make some strategic decisions about where to focus your social media marketing efforts.

· Think about your goals for each account

· Then look at how each channel is currently performing, along with who you can reach through each platform

· Think about ways to tie each account back to your social media marketing strategy

· Finally, repeat this process. I like quarter, but yearly will also do


Calculate your return on investment, especially if you’re running a specific paid or organic campaign. Essentially, this is a measure of how much you spent on social media versus how much value your social efforts contributed to the company.