Social media is a cornerstone of brand visibility, engagement, and growth. But when did you last pause to assess how your channels are performing? A social media audit helps your business take a step back, evaluate your current efforts, and uncover actionable insights to move forward with purpose.

Whether you’re a small business owner managing a few platforms or a marketing manager overseeing a team, conducting a social media audit empowers you to identify what’s resonating with your audience, pinpoint gaps in strategy, and refocus your resources on what matters most.

What Is a Social Media Audit?

A social media audit is a comprehensive review of your brand’s social media accounts and activity. It evaluates performance, engagement, audience alignment, content consistency, and how well each platform is supporting your overall business objectives. The result? A clear roadmap for improvement and growth.

How to Do a Social Media Audit in 10 Steps

1. List All Your Social Media Accounts
   Start by identifying every social media account your brand owns - including legacy pages or ones created by former employees. This ensures full visibility and control.
   
   
2. Confirm Branding Consistency
   Check that logos, bios, profile images, brand voice and links are consistent across platforms. A strong cohesive visual identity builds trust and brand recognition.
   
   
3. Analyze Performance Metrics
   Review data such as followers, engagement rates, reach, click-through rates, and impressions. Use built-in analytics or tools like Hootsuite, Sprout Social, or Google Analytics.
   
   
4. Identify Your Top-Performing Content
   Look at which posts gained the most engagement or drove traffic. This reveals what your audience finds most valuable - and what to replicate.
   
   
5. Evaluate Audience Demographics
   Check each platform’s analytics to understand who your followers are - age, location, gender, interests. Compare this with your ideal customer profile.
   
   
6. Audit Engagement and Customer Interaction
   Assess how your brand responds to comments, DMs, and reviews. Quick, thoughtful engagement strengthens community and builds loyalty.
   
   
7. Review Posting Frequency and Timing
   Examine your content calendar and determine if you’re posting consistently and at optimal times for your audience.
   
   
8. Analyze Competitor Performance
   Check how your competitors are performing on similar platforms. What content are they posting? What’s working for them? Use this for inspiration and benchmarking.
   
   
9. Identify Gaps and Opportunities
   Spot underperforming platforms, missed content types (like Reels, Stories, or Carousels), or audiences you’re not yet reaching. Consider new platforms if needed.
   
   
10. Set Clear, Measurable Goals
    Use your findings to set realistic goals for each platform - whether that’s increasing followers, boosting engagement, or driving more traffic to your website.

A social media audit is more than just a check-in - it’s a strategic reset. It equips your brand with the clarity needed to sharpen your voice, connect authentically with your audience, and convert engagement into meaningful growth. Performing regular audits (quarterly or biannually) ensures your strategy evolves alongside your brand and your customers.

So, take the time to look inward. The insights you uncover may be exactly what you need to take your social media presences from good to great.