Let’s be honest – social media can feel like a full-time job on its own. You’re posting, liking, responding, and scheduling then wondering if any of it is actually working.
That’s where an old-fashioned audit comes into its own!
Now, before you panic at the word “audit”, I promise this isn’t an overwhelming job to do. It’s giving your social platforms a wee health check to see what’s working or not, what’s wasting your time and where you can do better. Let me walk you through a process, platform by platform, that anyone can do. First though:
Why Should We Do a Social Media Audit?
An audit helps you:
· Measure performance across platforms
· Find gaps in branding or messaging
· Spot underperforming content
· Improve engagement
· Track growth and ROI
· Update your strategy
This isn’t about being perfect, it’s about progress and making your social media work smarter for you.
What You’ll Need
· A Google Sheet or Excel if you prefer
· Access to your platform insights
· About 1-2 hours
· If you can, tools like Agorapulse, Metricool, Later (paid) or Meta Business Suite, Google Analytics and YouTube Studio (free!)
Conduct a Step-by-Step Audit for:
What to check:
· Profile photo and any cover images. Are they up to date?
· About section – information still relevant? Contact details and links accurate.
· Are you responding to comments and messages promptly?
· Post types – images, videos, text, link, stories, what’s doing best at the time?
· Check insights from Overview – Engagement, Reach, Follower growth, views, etc.
What to Improve?
Make sure to pin any high performing or seasonal post
Use Facebook/Instagram Stories consistently
What to Track?
Monthly follower growth
The top 5 posts for reach and engagement
All ad performance for paid campaigns.
What to Check
· Is your bio keyword rich and using the links?
· Are you using Highlights? Branded covers?
· Is your Feed on brand and consistent
· Check Insights for content interaction, likes, saves, shares
· Create regular Reels, are they getting reach?
What to Improve
Use all the variations of format, carousel, Reels, Lives, Stories
Double check hashtags; are they still working for you?
Your Links, are you using native, Linktree are they still working/relevant
What to track:
Best performing Reels, posts etc
Follower growth
Story reach, replies
Link clicks
What to Check
· Banner, Logo and Profile Picture all up to date?
· About section: is this correct?
· All services are up to date
· Engagement: are people interacting with your content?
What to Improve
Reveal more about you, behind the scenes stuff, tips, storytelling
Create thought leadership (best platformfor this!)
Ask staff and advocates to share your content.
What to Track
Post impressions and engagement
Profile views and search appearances
Follower Growth
YouTube
What to Check
· Your banner, logo and About Section
· Are video intro and outros branded?
· Have you added the subscribe button to your videos?
· Have you created playlists? Makes it easier to navigate
What to Improve
Do you have eye catching and on brand thumbnails?
Are your titles and descriptions keyword optimised
Use end screens to keep viewers watching
What to Track
Subscriber Growth
Audience retention
Watch time!
Google Business Profile
What to Check
Business name, hours, services – still all correct?
Customer reviews, make sure you are replying to them
Are you posting to your GBP?
What to Improve
Add photos regularly
Post updates weekly
Ask customers to leave reviews
Ask and answer questions
What to Track
Map views vs search views
Clicks to websites or phone calls
Top 5 Things to Do!
1. Keep your branding and messaging consistent across all platforms
2. Make sure links and calls to actions are working
3. Complete and update your Bios and Abouts
4. Make sure you have the correct time zones and currency on tools / platforms
5. Make sure to repurpose your top content everywhere!
Even if you don’t have time or motivation to do a monthly social media audit, please try to do them at least quarterly. Social media is a tool and needs to be treated strategically and aligned with your goals.
You’re spring cleaning your platforms and making room for better content and growth. If you need help with this, then sign up to my email list and get all the latest updates, changes, tips and offers as they come up.
Working with clients Nationwide from base in Mullingar.
