How to Conduct a Social Media Audit in 5 Steps

The world of social media is like a big city. If you are the “mayor” of your brand’s online presence, you must regularly walk through the streets, check where the lights are dim, where the traffic has stopped, and where the parks are full of people. This “city tour” is your social media audit — a process that is not only essential but can also completely transform your brand’s digital health.

Here are 5 simple but effective steps for a proper audit.

1. List All Your Platforms

Start with a simple question: Where does your brand live? Facebook, Instagram, LinkedIn, TikTok, YouTube… Often, there are forgotten accounts created years ago that still represent your brand with outdated logos or old information.
Example: If your last LinkedIn post was in 2019, it’s like owning a supermarket where half the shelves are covered in dust.

2. Review Content Quality

In this step, you become a movie critic. Look at the last 2–3 months of your posts and ask:

• Do they match the brand’s tone and style?
• Are the photos and videos high quality?
• Is the writing consistent and recognizable?

Analogy: Imagine a restaurant serving gourmet steak one day and cheap instant noodles the next. A strong brand keeps the flavor and style consistent every time.

3. Check Engagement Metrics

Everything may feel fine, but numbers can tell another story. Look at:

• Which posts get the most likes/comments/shares?
• Which days and times work best?
• Which formats perform better - reels, stories, or carousels?

Example: If your reels get twice as many views as your images, but you mostly post images, you’re ignoring a goldmine.

4. Analyze Your Target Audience

Many brands assume their audience hasn’t changed in years, but in reality, it evolves.
Use platform analytics to track age, location, and interests.
 

5. Create an Action Plan

An audit isn’t just about discovering what is; it’s about deciding what to do. Write down specific steps:

• Update outdated profiles
• Adjust content topics
• Introduce new formats (e.g., live Q&A)
• Experiment with ad targeting

If your Facebook audience is 35+, use longer, informative posts there, and short, dynamic videos on TikTok.

Conclusion
A social media audit is like a health check-up. You may feel fine, but there might be hidden deficiencies. A proper audit reveals weaknesses, strengthens what’s already working, and builds a stronger SMM strategy.

If this process feels complex, you can always turn to a marketing agency to get it done quickly, professionally, and without unpleasant surprises.