How to Do a Social Media Audit (Step by Step)
A social media audit isn't a vibe check on your feed — it's a structured review that tells you what's working, what isn't, and where to invest next. Done right, it takes an afternoon and ends with a content plan instead of a shrug. Here's the sequence.
1. Inventory every account
List every profile you own — active or dormant — with its handle, URL, follower count, and last post date. Dormant and duplicate accounts dilute your brand and confuse search; the inventory is where you catch them.
2. Check profile consistency
Confirm handles, profile images, bios, and links are current and consistent across platforms. Broken links and stale bios are more common than anyone expects, and they leak trust on the exact page a new follower lands on first.
3. Grade content performance
Pull the last 90 days and rank posts by engagement rate, reach, and saves/shares — not raw likes. You're looking for patterns: which formats, topics, and hooks consistently outperform. Three posts that worked tell you more than fifty that didn't.
4. Check the audience
Is each platform actually reaching the people you want? Compare follower demographics to your target. A large audience that never converts is a targeting problem, not a win.
5. Map competitive whitespace
Look at two or three competitors and note what they do consistently that you don't — and, more valuably, the topics and formats none of you are covering. That gap is your whitespace: the content lane you can own because no one else is in it.
6. Set pillars and an 80/20 mix
Translate the findings into three to five content pillars, and plan the mix: roughly 80% value (educate, entertain, inspire) and 20% promotion. Most underperforming accounts have that ratio backwards.
7. Write the action items
Close with a short, per-platform list: what to keep, what to stop, and the next month's priorities. An audit that doesn't end in decisions is just a spreadsheet.
Run it quarterly. Social moves fast enough that a review every three months keeps the strategy honest without turning auditing into a full-time job.
Turn the audit into a plan.
The Social Media Audit Kit gives you a scorecard, a competitive-whitespace matrix, and a pillar-driven content plan — reskinnable and ready to present.
Get the Social Media Audit Kit — $49Frequently asked questions
What is a social media audit?
A review of your social presence across platforms — profiles, content performance, audience, and competitors — to see what is working and where the opportunities are.
What are the steps in a social media audit?
Inventory your accounts, check profile consistency, analyze engagement and growth by platform, review your best and worst content, benchmark competitors, and set content pillars and goals.
How often should you audit social media?
Quarterly is a good cadence, with monthly performance check-ins.