Social media marketing is like owning a gym membership—you feel like you’re working out, but unless you actually measure progress, you’re just flexing in the mirror 💪😅. That’s where a social media audit comes in. Think of it as a health check-up for your brand’s online presence. Without it, you’re basically driving blindfolded (not recommended, unless you enjoy crashing 🚗💥).
This Ultimate Guide on How to Do a Social Media Audit Step-by-Step is crafted with insights from a digital marketer with 14 years of experience. It’s practical, fun, and most importantly, it’ll show you how to audit your social media in a way that actually gets results. Let’s dive in! 🚀
Why a Social Media Audit Is Non-Negotiable 🕵️♂️
Before diving into the steps, let’s answer the million-dollar question: Why even bother with a social media audit?
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You’ll spot what’s working (and what’s not).
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You’ll uncover hidden opportunities.
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You’ll stop wasting money on content nobody cares about.
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You’ll align your brand voice across platforms.
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You’ll find out if your followers are even real (👀 looking at you, bot accounts).
In short: An audit keeps your social media strategy from being the digital version of “just winging it.”
Step 1: List Out All Your Social Media Accounts 📋
Surprise: many businesses have forgotten accounts floating around from the early 2010s. (Yes, that random Tumblr page is still alive 🧟).
Task: Create a master list of all accounts—official, semi-official, and those “oops we made it but never posted again” accounts.
Table Example:
| Platform | Profile URL | Status | Owner | Notes |
|---|---|---|---|---|
| fb.com/brandname | Active | Marketing | Good engagement | |
| instagram.com/brandname | Active | Social Team | Stories working well | |
| Twitter/X | twitter.com/brandname | Dormant | Marketing | Needs revival |
| linkedin.com/company/brandname | Active | HR | Great for recruitment |
Step 2: Review Branding Consistency 🎨
Consistency isn’t just for gym goers—it’s also for brands. If your Instagram looks like a neon party 🎉 but your LinkedIn feels like a funeral 🪦, your audience will be confused.
Check:
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Profile pictures (are they the same logo everywhere?).
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Cover photos/banners (do they match your brand theme?).
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Bio/description (uniform tone and key info included?).
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Links (do they point to updated landing pages?).
👉 Tip: Make a checklist for each platform so no detail slips through.
Step 3: Analyze Your Audience 👩👩👧👦
Remember, your content is not for you—it’s for your audience. If you don’t know who’s following you, you might be serving steak to vegans 🥩❌.
Look at:
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Demographics: Age, gender, location.
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Interests: What type of content do they engage with?
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Behavior: When are they active?
Table Example – Instagram Audience Snapshot
| Metric | Value | Insight |
|---|---|---|
| Top Age Group | 25-34 | Young professionals love your content |
| Gender Split | 60% Female, 40% Male | More female-oriented content may work |
| Top City | Mumbai | Focus geo-targeted ads here |
Step 4: Evaluate Performance Metrics 📊
Ah yes, the numbers game. Metrics don’t lie (unlike your ex 🤭).
Track for each platform:
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Followers growth 📈
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Engagement rate (likes, comments, shares, saves)
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Reach & impressions
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Click-through rate (CTR)
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Conversion rate
Table Example – Facebook Page Metrics
| Metric | Jan | Feb | Mar | Insight |
|---|---|---|---|---|
| Followers | 10K | 12K | 13.5K | Good growth |
| Engagement % | 3.2 | 4.5 | 4.8 | Improving steadily |
| CTR | 1.1 | 1.4 | 1.7 | Ads working better |
Step 5: Content Review – The Hits and Misses 🎬
Some posts crush it. Others flop harder than a bad TikTok dance 💃❌.
Questions to ask:
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Which posts got the highest engagement?
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What formats (reels, carousels, blogs, memes) perform best?
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Which hashtags worked (and which didn’t)?
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What’s the average reach per content type?
👉 Identify your “star content” and replicate the formula.
Step 6: Competitor Benchmarking 🥊
Because spying on competitors is totally fair game. (And satisfying. Very satisfying 👀).
Look at:
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Their engagement rates.
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Posting frequency.
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Types of content.
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Followers vs. actual interaction.
Competitor Benchmark Table
| Brand | Followers | Avg Engagement % | Content Type | Notes |
|---|---|---|---|---|
| Brand A | 50K | 5% | Reels heavy | Strong video strategy |
| Brand B | 75K | 2% | Blog links | Weak engagement |
| Your Brand | 30K | 4% | Mixed formats | Solid but can improve |
Step 7: Audit Paid Campaigns 💸
Don’t throw money at ads like confetti 🎊. Audit paid campaigns to see if ROI makes sense.
Check:
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CPC (Cost per Click)
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CPM (Cost per 1000 impressions)
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Conversion value
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Retargeting performance
Step 8: Evaluate Tools & Resources 🛠️
Ask yourself: Are you working smart, or just working hard?
Tools like Hootsuite, Buffer, and Sprout Social can automate scheduling, track analytics, and simplify reporting.
Step 9: SWOT Analysis of Your Social Media Strategy 💡
Yes, it’s old-school. But it works.
| Strengths 💪 | Weaknesses 😬 | Opportunities 🚀 | Threats ⚠️ |
|---|---|---|---|
| Strong Instagram presence | Low LinkedIn activity | Rising TikTok usage | Competitors investing more in ads |
Step 10: Create an Action Plan 📝
An audit without an action plan is just a fancy diary entry 📖.
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Fix inconsistent branding.
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Repurpose best-performing content.
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Experiment with new formats.
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Improve posting frequency.
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Optimize paid campaigns.
Step 11: Rinse and Repeat 🔄
A social media audit isn’t a one-time gig. Do it quarterly, and you’ll always be ahead of the curve.
Doing a social media audit step-by-step may sound like a lot, but trust me—it’s worth every minute. It helps businesses streamline their strategy, engage the right audience, and maximize ROI.
👉 And if you’re a working professional or business owner who wants to master digital marketing, check out ZIIDM – the best digital marketing institute in Surat. Learn from experts and level up your career 🚀.
