How to Conduct a Social Media Audit in 30' (& Free Template)

How to Conduct a Social Media Audit in 30' (& Free Template)

Ah, social media audit. 

Three words that can make a marketer shiver, especially if you don’t have much experience. 

But what if we told you that there’s nothing to worry about and a social media audit can actually be quite enjoyable?

We’ve created a complete guide to debunk all the silly myths and help you do a social media audit in under thirty minutes. And, as a bonus, you can download a free template at the end. 

Let’s jump in.

Table of Contents

What is Social Media Audit?

Why is Conducting Social Media Audit Important?

When Should You Conduct a Social Media Audit?

How to Conduct a Social Media Audit in 5 Simple Steps

5 Social Media Audit Tools to Use

Grab our Free Social Media Audit Template 

Frequently Asked Questions (FAQs)

What is Social Media Audit?

A social media audit is an assessment method used to evaluate social media strategy and find gaps and growth opportunities. It’s essential to improving social presence. 

You might have an urge to avoid doing a social media audit since this word alone might sound terrifying. But, in reality, you can do an audit in under thirty minutes. 

Here’s a quick sneak peek into what you’ll have to assess:

  • How relevant your profile information is
  • Audience demographics and psychographics
  • Engagement rate and other related metrics
  • Content performance
  • Channel-specific metrics
  • Referral metrics and traffic

We’ll get into the entire process a bit later. But to calm you down, we’ll say that you most likely already have 90% of everything you need to conduct a successful social media audit. 

Why is Conducting Social Media Audit Important?

Regular social media audits have a set of benefits:

  • Objective social media performance insights. During an audit, you collect and analyze data, which gives you a realistic understanding of what needs to be done to improve your social media strategy. 
  • Better conversions. You get a clear picture of what you’re doing wrong based on the analysis of your overall performance. 
  • New opportunities to generate leads. A social media audit uncovers potential sales opportunities and helps you understand how to reach out to potential buyers in the right way. 
  • Outrunning your competitors. The process of a social media audit involves competitor analysis which helps you identify new market opportunities and ways to promote your brand via social platforms. 
  • Sales funnel optimization. Since social media is involved in a sales funnel, an audit can help you pinpoint lead nurturing opportunities your strategy is missing. 

Why is Conducting Social Media Audit Important?

Essentially, a social media audit should be in your toolkit if you want to check how well you are performing and ensure your strategy employs the best brand promotion practices and brings the results you expect. It also supplies you with valuable insights on how to improve brand reputation. 

When Should You Conduct a Social Media Audit?

You should conduct a social media audit at least on a quarterly basis. It will help you stay in the know of your overall performance and successfully review and adjust your social media activities. 

Can you do audits more frequently?

Absolutely. Audits can be a part of your monthly social media overview, where you can analyze each post’s performance in the course of one month and compare it against your competitors. 

It’s also possible to conduct audits weekly, which can be especially handy if you’re running ad campaigns and want to monitor the results. Daily checks can be pretty helpful as well. 

Which approach is better?

It’s hard to tell. The decision about the frequency of social media audits should be made based on your needs and your current strategy. You can do them more often during social media campaigns and switch to monthly or quarterly checks during a low season. 

How to Conduct a Social Media Audit in 5 Simple Steps

Now, what does it take to conduct a social media audit?

You’d be surprised, but it’s definitely not rocket science, and you most likely have everything needed to run an audit and collect insights from it. 

So, without further ado, let’s learn how to do a social media audit. 

Step #1: Pick the channels and profiles for an audit

The starting point is to list all social media accounts to be checked during the audit. But while it might seem like a no-brainer at first, it’s not that easy to keep track of every profile under your name. 

What do we mean?

Let’s take Salesforce’s Instagram strategy, for example. The brand has numerous Instagram accounts, including the ones based in different countries. Apart from that, there are also quite a few unverified profiles that use Salesforce’s company name and logo:

Step #1: Pick the channels and profiles for an audit - picture 1

Credit: Instagram

So, the first task during a social media audit is to make sure these profiles are not associated with a brand. Furthermore, if these profiles engage in activities you didn’t authorize, you need to disassociate yourself and report them to the social media platform. 

How to spot all social media profiles under your name?

Here are a few helpful suggestions:

  • Browse social networks first. You can enter your company’s name in the search bar, just like in the example above. 
  • Go to Google. Enter the name of your company and browse SERPs to select profiles associated with you. 

Step #1: Pick the channels and profiles for an audit - picture 2

When you’re done browsing, it’s time to make a list of all social media channels and choose the ones for an audit. Your decision should be based on:

  • Follower count and audience activity
  • A profile’s involvement in specific campaigns
  • Business goals

Don’t overlook the social media platforms trending in your industry. For instance, a SaaS business might need to focus on LinkedIn and Twitter since these are the trending networks in the B2B industry

Step #2: Check if the account info is relevant

Once you’ve picked the profiles to focus on, start the audit by checking whether all the information listed on these accounts is up-to-date. 

Here’s what you should pay attention to first:

  • ‘About’ information or a company bio
  • Account handle
  • Profile picture and image size
  • Banner image
  • Links

Step #2: Check if the account info is relevant - picture 1

Credit: Salesforce

Apart from the information mentioned above, make sure to check if the profile is verified. It should have a symbol with a white checkmark in a blue circle next to your brand name:

Step #2: Check if the account info is relevant - picture 2

Credit: Instagram

It’s also a good idea to check all the hashtags associated with your account. 

What is your final goal here?

You should aim for creating complete consistency across all social media profiles, and it’s not just about providing relevant and updated brand information. Consistency also has a lot to do with the design of your profiles - it should be aligned with all other marketing channels. 

Simply put, if you want your marketing efforts to pay off, you need to be recognizable, and this is the reason you should check the overall looks of your accounts. 

Step #3: Get familiar with demographic data updates

How well do you know your followers?

If you’re hesitating to answer this question, then you might not have enough knowledge of who your audience is, and it’s probably affecting your social media success. That’s why you need social media audit - to bring you closer to your followers and help understand their needs better. 

What audience information can you check during an audit?

First and foremost, we’re talking about the demographics - age, gender, language, location, occupation, marital status, education, income, etc. 

Each platform presents demographic information differently. On Facebook, you can only review the data on gender, age, location, and language:

Step #3: Get familiar with demographic data updates - picture 1

Credit: Facebook Page Insights

On LinkedIn, you can also check out your followers’ job functions, seniority, industry, and company size, which can be especially valuable for B2B companies:

Step #3: Get familiar with demographic data updates - picture 2

Credit: LinkedIn Analytics

Some social media networks, like Twitter, also show your audience’s interests, which belong to psychographics, along with needs, hobbies, challenges, etc. 

Besides the descriptive data, you should also check out audience activity. On Facebook, it is a graph that represents the times when followers are the most active:

Step #3: Get familiar with demographic data updates - picture 3

Credit: Facebook Page Insights

If you link back to any of your website’s homepage or any landing pages from social profiles, you can also check Google Analytics to see if they’re getting social traffic. The same can be done if you collaborate with social media influencers to drive website traffic. 

Why should you check this information regularly during social media audits?

The target audience data is heavily involved in your social media efforts. First and foremost, it impacts the content you’re uploading. If you don’t consider the demographics and psychographics, your posts won’t make much sense to your followers. 

In terms of audience activity, you need this data to make your posts more visible. The Feed is always overcrowded with content, so uploading posts at the right time increases your chances of being noticed. 

From a larger perspective, you can also use the data on your audience in other marketing campaigns and if you want to get new followers. It can be involved while developing a target buyer description or during content ideation. 

Step #4: Analyze the performance of your posts

Once you’ve crawled your audience data, it’s time to proceed with the next step of a social media audit - content performance analysis. 

Content marketing is necessary to reach your target audience. But, at the same time, it can be quite costly. So, an audit is a way to check if your investment is paying off. 

So, where do you start?

First off, think about the time frame within which you want to check content performance. Is it one week, one month, or three months? Make your decision based on the goals you want to reach with your audit. 

Next, set the timeline in the Analytics tab of the platform you’re auditing. Here’s an example from Facebook:

Step #4: Analyze the performance of your posts - picture 1

Credit: Facebook Page Insights

Next, you can check the reach and engagement for the top posts you’ve made during the set time frame:

Step #4: Analyze the performance of your posts - picture 2

Credit: Facebook Page Insights

You can compare this data with the general reach and engagement of your posts to see if there has been a drop in performance: 

Step #4: Analyze the performance of your posts - picture 3

Credit: Facebook Page Insights

Step #4: Analyze the performance of your posts - picture 4

Credit: Facebook Page Insights

It’s also possible to check individual post performance to find out which type of content brings more engagement:

Step #4: Analyze the performance of your posts - picture 5

Credit: Facebook Page Insights

How can this information be used?

As we mentioned, it can help you make sure the money you’ve put in your social media content pays off. You get to spot the best-performing types of posts and involve more of them in your strategy. 

But it’s also your chance to see if your efforts work altogether. If the engagement is low, there might be a few reasons for that:

  • You didn’t pinpoint your audience’s interests correctly. 
  • You’re posting at the wrong time of the day. 
  • Your content strategy is inconsistent. 
  • There is no relevant CTA. 
  • The types of content you’re using aren’t engaging. 

Post performance is one of the most crucial steps in social media monitoring. So, make sure you are as thorough as possible since it’s a reliable way to detect mistakes and growth opportunities. 

Step #5: Generate a final report

Once you are done with analyzing best-performing posts, it’s time to generate a social media audit report describing the results. Here’s what you need to include:

  • Data on your current social media performance. 
  • The list of your existing KPIs. 
  • New objectives to improve the key performance indicators. 
  • Social media metrics to follow. 
  • Expected results by a specific deadline. 

Your task is to be as objective as possible, so use data everywhere you can to explain your decisions. 

Pro tip. When you’re finished working on your report, standardize all the logins and passwords to your social media pages. It’s an important move to secure your profiles. 

5 Social Media Audit Tools to Use

As you can see, it’s pretty easy and fast to do an audit and see how well you’re performing on social media. Although, having an audit tool is an essential prerequisite since it will automate most tasks and generate real-time data. 

Don’t know which tools to trust?

Here are some suggestions. 

Tool #1: Postoplan

Tool #1: Postoplan

Postoplan is an AI-powered social media management and analytics platform. It helps brands create a comprehensive content calendar and plan social media posts. 

Under the Administrator tab, you can also check the statistics for each of your social profiles. You get access to content performance and audience data, both of which are relevant for evaluating social media presence. 

What else can Postoplan do for you?

  • Automated scheduling
  • Built-in content editor
  • Auto-generated post ideas
  • Post preview
  • Social inbox for instant messaging

Postoplan makes it easy to do an audit - it centralizes all the data, so you don’t have to log in to each account to check the key metrics. 

Tool #2: Google Docs

Tool #2: Google Docs

Google Docs is the simplest tool that can be involved in a social media audit. It doesn’t require a lot of upkeep, and it’s completely free to use. 

Here’s what you can use Google Docs for during an audit:

  • Drafting the objectives and changes to be made in your current strategy
  • Creating and updating the target audience persona
  • Keeping the list of all your social media profiles

These are just a few suggestions. The ultimate use for Google Docs will be the audit report you can create and share with all other team members. It’s also possible to edit all the documents in real time. 

Tool #3: Google Sheets

Tool #3: Google Sheets

Google Sheets allow you to create tables, graphs, and spreadsheets. This tool is valuable during a social media audit, as it allows you to:

  • Keep the list of all KPIs and important metrics to follow after an audit
  • Create tables comparing your current and expected results
  • Track all the data collected during the audit

You can add the audit spreadsheet to the final report as a valuable resource of data and performance indicators. 

Tool #4: Integrated Analytics Tools

Tool #4: Integrated Analytics Tools

Credit: Facebook Business Suite

As you know, every social media network has a built-in analytics tool, and we’ve already shown you a few of them. This is the most reliable way to collect data for a social media audit, and it won’t cost you anything. 

Here are some of the metrics you can track with the integrated analytics platforms:

  • Number of followers and demographic data
  • Reach
  • Engagement
  • Page views
  • Content performance

Basically, you already have everything you need for a successful audit. Additionally, if you’re running social media ads and need to check their performance, you can also do it via the analytics tabs. 

Tool #5: Sprout Social

Tool #5: Sprout Social

Sprout Social is a perfect all-in-one tool that can do social media audits for you if you don’t have time to crawl social media platforms for data. It integrates with different platforms, including Facebook, Instagram, Twitter, LinkedIn, and Pinterest accounts. As a result, you can audit all types of content, from Instagram Stories, from tweets and Pinterest boards.

Here are a few examples of what Sprout Social can do for you:

  • Social media analytics with audience insights and onboarding data
  • Customizable reports on general social account performance
  • Audit by content type
  • Competitor analysis
  • Social listening
  • Tips on improving your social strategy

Although paid, Sprout Social is definitely worth an investment since it generates more diverse data than integrated analytics tools and crafts comprehensive reports in real time. 

Grab Our Free Social Media Audit Template

As we promised in the beginning, we’ve created a comprehensive template for everyone who’s either about to launch their first social media audit or needs a resource that can be reused on a regular basis. It can suit any business, from e-commerce to SaaS. 

Here’s a preview of social media assessment template:

Grab Our Free Social Media Audit Template

You can download the template here and use it as a social audit example and a step-by-step guide every time you want to check  your social media profiles. 

Before You Go

So, as you can see, a social media audit is nothing to freak out about. It’s a pretty straightforward process and doesn’t require too much of your time or resources. 

Let’s recap what we’ve learned with the following social media audit checklist:

  • Pick the social channels and profiles for audit based on your marketing goals
  • Check whether the account information is relevant
  • Study the audience data
  • Analyze content performance
  • Draft a report and adjust your marketing plan

Remember - the goal of a social audit is to improve your online presence. So, if you don’t commit to it, the money you pour into social media will be a waste. 

Luckily, with tools like Postoplan, you don’t have to break a sweat. You can sign up for free to check out how the tool generates data and statistics for each of your posts and see how you can improve your strategy today. 

Frequently Asked Questions (FAQs)

Still got some questions about social media audits? 

We’ve got you covered. 

How much is a social media audit?

It can be completely free since you already have access to all the necessary data. However, if you have several profiles and want to audit them, you need to invest in a social media management tool. For instance, a Sprout Social subscription will cost you at least $89 a month

How long does a social media audit take?

A social media audit will take no longer than 30 minutes, but it depends on how many profiles you want to check. 

What should be included in a social media audit?

You should include profile information, audience metrics, engagement and reach metrics, channel-specific metrics, as well as referral traffic if you’re running such campaigns. 

How can you write a social media report?

You can do it in Google Docs or Sheets. Make sure to include your current data and results along with the changes to be made to your social media marketing strategy.

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How to Conduct a Social Media Audit in 30' (& Free Template)