The word "audit" might make you think of taxes or something super dull, but don’t worry—when it comes to social media, it doesn’t have to be boring! Done right, a social media audit helps you understand how well your business is performing on social media compared to your competitors and how engaged your audience is. Once you know how your content doing, you’ll know how to improve it!

Frankly, if you’re not sure where you stand on social media, you might be missing key opportunities. Maybe your competitor is running ads and reaching more people, or maybe you’re actually doing better than you think. An audit helps you figure out where to focus your time, money, and effort.

1. Your Social Media Presence

• Make sure you’re active on all the platforms that matter for your business.
• Check for old, forgotten pages—like a Pinterest account from years ago that might still gets traffic!

What should I do with this info? You need to make sure you’re spending time on the platforms your audience is on. If you’re on every platform, you might be stretching yourself too thin. If that’s the case, consider dropping those platforms so you can focus on the ones that matter. Unsure on what platforms to focus on? Ask your current clients where they spend their time or do a Google search to see what the stats say.

2. Follower Count & Growth

• How many followers do you have on each platform?
• Are you gaining or losing followers over time?

What should I do with this information? It will help inform your decisions about which platform to use. If you notice your social media is growing on a certain platform, that can be a good indication that you should continue to focus on that platform. 

3. Posting Frequency

• How often are you posting content?
• Are you engaging with your audience regularly?

What should I do with this information? If you’re posting a lot of content and engaging regularly but not seeing results, you may want to consider focusing on a different platform. Additionally, you may want to consider how much energy your current social media activity takes. If you’re investing too much energy and not seeing results, you’ll want to change your strategy. 

4. Brand Consistency

• Do all your profiles have the same logo, colors, and messaging?
• Is your contact info up to date on each platform?

What should I do with this info? Make sure you’re consistent on all your platforms so people recognize your brand. If you have decided to “retire” some platforms, you could put a final post on your profiles with instructions on where to find you. That way, if someone does look you up on their preferred platform, they’ll find the info they need. 

5. Engagement Levels

• Are people liking, commenting, and sharing your posts?
• Do your competitors have tons of followers but barely any engagement? (That might mean they bought followers!)

What should I do with this information? If you’re discouraged by your engagement results, compare them to your competitors'. If theirs is lacking, it may be an industry problem. If their content is getting good engagement, you may need to switch up your engagement strategy.

6. Best-Performing Content

• Look at your top posts from the last few months.
• What’s resonating with your audience? Employee shoutouts? Behind-the-scenes content? Educational posts?

7. Competitor Comparison

• Check out what similar businesses are doing.
• Are they running ads? If so, that might mean you should consider it too!

What should I do with this information? Find inspiration in other kinds of content you might want to create (or don’t want to create). Consider trying an ad strategy if your competitors are using ads; if they see success, they’ll keep doing them, so it’s just a tip that they might work for you, too!

What now?

After you’ve gathered all this info, you’ll have a much clearer idea of how you need to change your strategy. You’ll know exactly what’s working and where you need to improve. From there, you can make smarter decisions about content, advertising, and engagement strategies.

If you’d like a second pair of eyes, we’re happy to help walk you through it—no sales pitch, just good advice. Start making your social media work better for you!