How to Perform a Social Media Audit

Read this guide to find out how to perform a social media audit and improve your social media strategy.

What is a social media audit?

A social media audit involves taking a closer look at your social media activity, audience, and results. It serves to examine a business’ social media presence and strategy.

It will show you which of your social media efforts are producing results and which aren’t, allowing you to determine which areas of your social media strategy need improving.

Why you should perform a social media audit

A social media audit will allow you to learn which of your social media channels are bringing the most sales or clients.

It might reveal non-performing channels which you should abandon in favor of focusing on better-performing ones.

Armed with this knowledge, you’ll be able to set up future campaigns for success.

Social media audit template

It’s important to stay organized while running a social media audit. There are different ways that you can do this. However, I recommend using a social media audit template.

Using a template will help you keep all the information in one place, making it easier to analyze and spot patterns.

If you’d like to make your own template instead, here are some things you might want to include:

  • Social page name and URL
  • Number of followers
  • Audience demographics
  • Shares
  • Likes
  • Comments

Quick Overview

Before we go into the details of performing a social media audit, here’s an infographic that provides an overview of the whole process.

How to Perform a Social Media Audit (Infographic)

Now let’s discuss these steps further.

List all your social media pages

You should start your social media audit by listing all your social media pages. Write down the names and URLs of all the pages in your spreadsheet.

Make sure to include absolutely every social media page you own, even the ones you might not be actively using. Here’s a list of the most popular social media channels you probably have pages on:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Tumblr
  • Snapchat

If you find a page that is impersonating your brand, it would be wise to try and get it shut down as soon as possible, before any harm is potentially done to your brand’s image.

Send the owner a message and see if they would be willing to take it down. If not, you’ll need the contact the social network’s support team and see if they can help you.

Check for consistent branding

Make sure that all your social media profiles feature consistent branding by checking your pages’ profile photos, bios, and URLs. Check if you use a similar, recognizable tone on all social media platforms.

Fill out all the available profile fields on each social page you own.

Have you added your website URL to your Instagram account? Or your business’ open hours on your Facebook page?

Make sure that all these are filled out and that you’ve provided all the information your customers might possibly need.

Analyze your social media pages

Analyze stats

The next step is to look into how each of your pages is performing. Metrics that you should be looking at here include followers, engagement rate, shares, link clicks, and referral traffic.

Having all this data in one place will help you see which of your social media pages are performing well and which ones might need improvement.

Which channels are you posting to most frequently? Do these channels drive more traffic or sales than the channels on which you’re not spending so much of your time?

Identify top-performing posts

Identify content

Take a look at your social media posts and see which ones engaged your followers the most and produced the most traffic. Add these to your social media audit spreadsheet.

Try to analyze these posts to understand why they performed better than the rest. What kind of tone did they have? Were these posts articles, images or videos? Think about why each post generated the reaction it did. This will come in handy when you’re designing future posts.

Analyze your audience

Analyze audience


Analyze your audience to gain a better understanding of your potential customers. Note the gender, country, language, and age breakdown of your followers.

Use this information to adapt your future social media posts to suit the interests and demographic profile of your followers.

Calculate ROI

Calculating social media ROI is a frequently overlooked part of a social media audit.

It’s important to know the return on investment (ROI) that each of your social media channels provides in order to understand which channels you should focus your efforts on and which you should potentially stop pursuing.

The basic formula for determining ROI is as follows:

(Earnings – Costs) * 100 / Costs

Potential costs you will need to account for include ad spend, any third-party software or tools, agency fees, etc.

If you find out that some of your social media channels are providing a negative ROI, you might need to consider giving up on them and focusing on your more profitable channels.


Set goals

Once you’ve completed your social media audit, try to set goals for what you want to accomplish through your social media channels for the next six months to a year.

These goals should be specific and measurable (e.g., increase the number of followers by 5000, or increase engagement rate by 20%). Write these goals down and then use them during your next audit.


Performing a social media audit every six to twelve months is a crucial part of every sound social media strategy.

A social media audit will allow you to see how your social media efforts are working and what kind of content you should focus on producing to get the best results from your social media strategy. It will help you to understand your audience, determine your ROI and develop a future game plan.