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How lengthy has it been since you’ve run a social media audit?

If social media advertising is a vital component of your advertising technique (because it must be), understanding tips on how to run a social media audit is crucial.

Regrettably, many companies neglect to take a position the required time and sources into conducting an intensive social audit.

The outcome?

They find yourself drowning in surplus cash, time, and workforce in the long term.

To keep away from working your social accounts with incomplete methods, we now have developed a step-by-step information to working a profitable social media audit.

Whether or not you’re an company beginning with purchasers by assessing their social media channels or a enterprise seeking to refresh your methods, a social media audit is indispensable.

However earlier than we get into that, let’s reply an essential query:

What’s a Social Media Audit?

A social media audit is a scientific course of designed to collate, assess, and analyze the efficiency and presence of all of your social media accounts comprehensively.

The goal of a social media audit?

That is to principally discern the efficacy of your methods by analyzing varied social media metrics consolidating this data in a single location to facilitate the formation of knowledgeable,  data-driven methods.

Merely put, a social media audit offers you insights on:

  • Your top-performing social platforms
  • Your most fascinating content material codecs
  • Initiatives that drive viewers progress and potential hurdles
  • New methods you may deploy to achieve your targets

This brings us to an essential query, that’s…

Why Ought to You Run a Social Media Audit?

In the event you’re hesitant to allocate time for a social media audit, it’s essential to know why conducting one is indispensable for enhancing your social presence.

Right here’s why:

  • Establish the Optimum Channel: Each model is exclusive, as are the goal audiences and the social media platforms they frequent. An audit clarifies which social channels are only in your model and which aren’t, permitting you to allocate sources extra effectively.
  • Perceive Genuine Development: A year-on-year or quarter-on-quarter evaluation of all the suitable metrics throughout all social channels offers a clear view of your progress trajectory, unattainable by different means. A meticulous audit additionally helps determine the true catalysts for progress.
  • Align with Goals: The structured strategy of a social media audit means that you can monitor and assess Key Efficiency Indicators (KPIs) that straight correlate together with your advertising goals, making certain your methods are goal-oriented.

Earlier than we focus on tips on how to run a profitable social media audit, we advocate that you just obtain our…

Free Social Media Audit Template

Embarking in your first social media audit could seem overwhelming. To help, we’ve crafted a free social media audit template to streamline this course of and improve effectivity.

Whereas our audit template is provided with all of the important metrics, we perceive that each audit could have distinctive goals. That’s why we’ve included customizable sections, enabling you to combine metrics that align together with your particular wants.

Click on the banner beneath to begin auditing!

Run a Social Media Audit?

Whatever the nature of your or your shopper’s enterprise, if there’s a social media presence, the audit course of delineated beneath shall be relevant. You’ll doubtless traverse by the following steps as you embark in your inaugural audit.

To facilitate a easy auditing expertise, it’s advisable to obtain our social media audit template. Put it to use to doc the data articulated in every step, making certain a cohesive and complete auditing course of.

Step 1: Compile All Your Social Profiles

Start by assembling all of the social media profiles in your or your shopper’s title and cataloging them within the sheet.

Does this appear rudimentary? Sure. However…

You may be properly conscious of all of your social media profiles. This significant step is to make sure there are no inactive profiles, created and forgotten way back, are missed.

You may also uncover unofficial accounts representing your model created by associates or impostors. Figuring out and shutting these is crucial. The aim right here is to consolidate a complete record of all of your social profiles in a single location, enabling environment friendly supervision and the exploration of latest or lacking alternatives on any channel.

Subsequently, put together to delve right into a meticulous seek for your model title on Google and each different social media community. Whether or not conducting an Instagram audit or taking inventory of your Fb pages, each community is essential.

Step 2: Rectify Branding Inconsistencies

Having compiled the record of all of your social media accounts, it’s crucial to make sure that each displays constant branding.


Sustaining uniform branding is pivotal because it fortifies belief and credibility amongst your viewers. Subsequently, confirm that each social channel is present and displays a constant look and voice throughout all creatives, promotions, and campaigns. Study the uniformity in your social profiles throughout all platforms meticulously.

Have a look at how SocialPilot maintains its branding throughout varied platforms like Fb, Instagram, and X (previously Twitter).

Branding Inconsistencies

What are these parts it’s best to scrutinize on all social channels to make sure consistency?

  • Profile and canopy pictures
  • Profile bios
  • Profile descriptions
  • Pinned posts
  • Vacation spot URLs and touchdown pages
  • Model and marketing campaign hashtags
  • Verification statuses

Step 3: Set up Your Social Media Targets

Conducting an audit with out clear targets is akin to driving a automobile by a pitch-black freeway with out headlights.

Diving into the insights of any social media channel will a plethora of social metrics. So, ought to each one in all them be evaluated, be it an Instagram audit or a Twitter profile?

Perhaps or perhaps not.

That is the place the necessity for clear social targets is available in. By setting applicable social media targets for every platform, pinpointing related KPIs to incorporate and assess in your social media audit turns into a extra streamlined course of. It’s essential to do not forget that totally different social channels warrant totally different targets.

common social media marketing goals

Whether or not it’s augmenting your follower rely, boosting conversions, or fostering a group, having well-defined targets will information the route of your audit successfully.

Step 4: Establish Your KPIs

Together with your targets clearly outlined, pinpointing the pertinent key metrics to watch in your social media audit turns into a extra simple activity. Under is the breakdown of Instagram metrics that may be integrated into your audit report, contingent in your targets.

As an illustration, if one in all your goals is to extend engagement on Fb, it’s important to trace KPIs like engagement price, feedback, likes, and shares.

What are among the widespread and essential social-specific metrics that you could embody within the audit?

  • Account data
  • Engagement metrics
  • Publishing metrics
  • Viewers demographics
  • Referral visitors

Check with the KPIs desk included in our social media audit template; merely enter the related figures.


Right here’s one thing you must also bear in mind:

The first goal of your inaugural audit is to delineate the prevailing state of your social media presence and set up a benchmark for subsequent audits. Subsequently, your audit should showcase the month, quarter, or year-over-year proportion change of various metrics.


  • Well timed monitoring will assist you to spot common seasonal adjustments
  • It provides you a greater image of progress with time
  • Helps in making well timed adjustments

Are you searching for a simple strategy to observe down the metrics of a number of purchasers for auditing? Look no additional!

With SocialPilot’s analytics, effortlessly observe metrics throughout varied channels from one centralized location. The superior studies function additionally means that you can merge studies from totally different channels right into a single downloadable PDF that you could schedule for sharing in only one click on. Simplify your shopper account audits with SocialPilot.

advanced reports

Begin Your 14-day Trial

Step 5: Establish Your Prime-Performing Social Content material

The core goal of a social media audit is to create content material that brings worth to your prospects and returns to your investments. Therefore, it’s essential to discern which content material varieties are already garnering optimistic opinions after which intensify your concentrate on these.

Ask your self, what’s it that your viewers is gravitating in the direction of?

Is it the information-rich movies, polls, questions, chats, or memes?

One other strategy to put it – which posts are serving to you obtain your social media targets?

To reply these questions, delve deeply into your analytics to find out which social media posts are attaining the very best ranges of engagement, impressions, and attain.

In the event you’re searching for a extra streamlined strategy, SocialPilot’s analytics can offer you insights in your best-performing posts and the simplest hashtags for a number of accounts, multi functional place.

Moreover, take into account one of the best time to put up on social media for every of your accounts. Having all this data will enable you create a profitable social media calendar with high-performing content material.

Step 6: Decide Your Social Media ROI

To genuinely comprehend the worth your social media advertising contributes to the enterprise, it’s important to calculate your social media return on funding (ROI).


Merely put, social media advertising ROI illustrates what you acquire from the sources—cash, time, and energy—invested in social media advertising. Nonetheless, it’s essential to acknowledge that not each endeavor on social media will be monetized straight. In such situations, it’s important to quantify non-monetary metrics that align together with your social targets.

Step 7: Analyze the Audit Utilizing SWOT Evaluation

At this juncture, your social media audit template must be meticulously accomplished.

The pivotal activity that ensues is analyzing the audit to formulate a strategic blueprint in your social media advertising.

The entire concept of the train? 

That is to determine your present standing and strategize the trail ahead.

By analyzing the time-over-time proportion variations in your key metrics, you may assess the present state of your social media efforts. A complete overview of your social media audit template can even spotlight the thriving social platforms and pinpoint these necessitating centered consideration.

What’s subsequent?

Construct a brand new plan with the assistance of SWOT evaluation.

swot analysis

A SWOT evaluation is a pivotal technique to discern present strengths, weaknesses, alternatives, and threats, facilitating the creation of an actionable plan to boost your social media presence.

Conduct a SWOT Evaluation?

To carry out a SWOT evaluation, segregate your evaluation into 4 distinct sections:

  • Strengths: Establish the robust factors of your social media presence, corresponding to excessive engagement charges or a well-established model voice.
  • Weaknesses: Acknowledge the areas that want enchancment or are missing, like inconsistent posting or low follower rely.
  • Alternatives: Discover potential areas for progress and improvement, corresponding to new social media platforms or untapped viewers segments.
  • Threats: Decide exterior components that would pose challenges, like opponents or adjustments in platform algorithms.

Our audit template offers a well-organized area to conduct your SWOT evaluation seamlessly, permitting for a structured and complete analysis.

SWOT analysis effortlessly

Social Media Audit Instance

Having delineated each step to crafting a complete social media audit, let’s illustrate it with a sensible instance. We’ll conduct a hypothetical social media audit for a small bakery enterprise, “Heavenly Bites.” This instance will elucidate the sensible features of a social media audit, clarifying how every step within the template will translate into actionable insights.

Let’s begin with the…

1. Introduction

Social Media Audit for Heavenly Bites

Date Vary: September 12, 2023.

2. Platfrom/Accounts Info

Platforms Audited: Fb, Instagram, Pinterest, X

Consistency in Usernames Throughout Platforms: Sure

Consistency in Profile Picture/Emblem Throughout Platforms: Sure

Bio/Description: Up to date with the most recent tackle and provide: Sure

3. Followers (with YOY change)

Fb: 2,500 (+12% YOY)

Instagram: 4,000 (+20% YOY)

Pinterest: 800 (+5% YOY)

X: 1,200 (-2% YOY)

4. Engagement Charges (over the previous month, with YOY change)

Fb: 5% (+1% YOY)

Instagram: 8% (+3% YOY)

Pinterest: 3% (-1% YOY)

X: 4% (No change YOY)

5. Prime Performing Posts (previous month)

Fb: ‘New Pastry Launch’ put up – 350 likes, 40 feedback

Perception: The success of this put up signifies that our viewers is considering understanding about new product launches. Using high-quality pictures of the pastry and a particular introductory provide added to the elevated engagement.

Instagram: ‘Behind the scenes’ story – 2,500 views

Perception: Behind-the-scenes content material, exhibiting the baking course of or the staff at work, resonates with our viewers. This format humanizes our model and creates a way of belief.

Pinterest: ‘Wedding ceremony Cake Design’ pin – 150 repins

Perception: Wedding ceremony and festive cake concepts get traction on Pinterest as folks use the platform to plan or get impressed. Additionally, the aesthetic attraction of the cake design doubtless captivated customers.

X: ‘Flash Sale Announcement’ tweet – 120 retweets, 80 likes

Perception: Our Flash gross sales or limited-time provides are performing one of the best on X. Probably due to the real-time and concise nature of the platform.

6. Response Fee and Time

Common response time: Three hours

Response price: 90% (+10% YOY)

7. Referral Visitors to the Web site (with YOY change)

From Fb: 500 visits (+15% YOY)

From Instagram: 400 visits (+25% YOY)

From Pinterest: 200 visits (+10% YOY)

From X: 100 visits (-5% YOY)

8. ROI Metrics

Complete Advert Spend (previous month): $500 (+10% YOY)

Gross sales from Social Media Referrals: $3,000 (+20% YOY)

9. SWOT Evaluation


  • Our posts on Instagram are receiving good engagement, producing a mean of 500 likes and 50 feedback day by day.
  • The bakery’s shade scheme and emblem are constant throughout all platforms, offering prompt model recognition.
  • Constructive opinions acquired on Fb are boosting our status and trustworthiness.


  • Whereas our content material on Instagram is frequent, we solely share updates on Twitter and Pinterest as soon as every week.
  • The follower rely on Fb has been stagnant for the previous 4 months.
  • Many purchasers tag the bakery of their posts, however we not often re-share or interact with these posts.


  • We are able to use video platforms like TikTok to showcase behind-the-scenes content material.
  • Partnering with native influencers or cafes may introduce “Heavenly Bites” to a broader viewers.
  • Organizing month-to-month bakery occasions or workshops and selling them on social media can enhance in-store footfall and on-line engagement.


  • Newer bakeries within the space are very energetic on social media, providing promotions and reductions.
  • A couple of prospects have left adverse opinions a couple of specific pastry, which could deter potential prospects.
  • Adjustments in social media algorithms can have an effect on put up visibility, doubtlessly decreasing engagement.

10. Proposed Enchancment and Motion Plan

Proposed Enchancment

  • Increase presence on Instagram to capitalize on the already current greater engagement and YOY progress.
  • Contemplate working advertisements on Pinterest, because the platform has potential however exhibits a decline in YOY engagement.
  • Reply sooner to queries and feedback to additional enhance the response price.

Motion Plan:

  • Collaborate with native influencers on Instagram for extra attain.
  • Check Pinterest advertisements concentrating on marriage ceremony planners.
  • Use social media monitoring instruments to extend the response price.

This “Heavenly Bites” instance offers sensible insights into conducting and documenting a social media audit. Keep in mind, your audit KPIs shall be contingent on the targets set earlier than initiating the audit, which can differ from those mentioned above. 

Now that you just’re properly geared up with all the data you could conduct a social media audit let’s offer you a fast guidelines that can assist you cowl all of the essential bases.

Social Media Audit Guidelines for Future Audits

Let’s do a fast rundown of the social media guidelines that you could make the most of for fast future audits.

Compile All Social Media Accounts:

  • Record all energetic and inactive accounts.
  • Right branding inconsistencies.
  • Guarantee model messaging and completeness.

Outline Clear Social Media Targets:

  • Set up measurable goals.
  • Establish worthwhile KPIs.

Conduct Viewers Analysis:

  • Perceive viewers demographics and preferences.
  • Tailor content material technique to viewers wants.

Establish Prime-Performing Content material:

  • Consider content material efficiency.
  • Create extra resonant and efficient content material.

Assess Engagement Fee:

  • Gauge engagement price often.
  • Optimize engagement methods primarily based on traits.

Monitor Posting Frequency:

  • Analyze posting frequency and engagement patterns.
  • Alter the posting schedule primarily based on insights.

Consider Referral Visitors:

  • Word referral visitors from every social channel.
  • Optimize channels driving probably the most visitors.

Conduct a Detailed SWOT Evaluation:

  • Acknowledge present progress and areas of enchancment.
  • Develop an actionable future plan primarily based on SWOT evaluation.

Use a Curated Audit Template:

  • Make the most of a curated social media audit template for effectivity.

Set Clear and Measurable Targets:

  • Set up SMART targets for every platform.

Assess Platform-Particular Efficiency:

  • Consider the efficiency of every platform individually.

Overview and Reply to Buyer Suggestions:

  • Recurrently evaluate and reply to buyer suggestions.
  • Alter methods primarily based on suggestions.

Social Media Audit Template

Prepared, Set, Audit!

Elevating your model’s social media presence hinges on a technique knowledgeable by wealthy, actionable knowledge.

A social media audit is your gateway to such invaluable insights, enabling you to refine and optimize your strategy throughout varied platforms. The steps supplied are your roadmap to conducting a complete audit, making certain your methods are all the time aligned with the dynamic digital panorama.

Keep in mind, common audits are key to staying forward, permitting you to grab new alternatives and tackle any setbacks promptly.

And, whenever you’re able to implement your audited methods, instruments like SocialPilot are your allies in seamless progress, providing unmatched scheduling, analytics, and collaboration options.

Dive in with a free trial or schedule a demo expertise the transformative influence of SocialPilot in your social media endeavors!

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