Social Media Audit

How To Perform a Social Media Audit

Matthew Burley, Copywriter @

Regardless of the task, it is always beneficial to know how it is progressing. This is especially true for those who run social media pages. Social media managers and copywriters are constantly striving to improve the quality of their work. One of the best ways to do this is through a social media audit. Although this may sound intimidating at first, a performing a social media audit is an amazing way to learn important information about your content. Simply put, you will be able to learn what posts have been working and what posts haven’t been working. Although it may sound complicated, it is easy to perform a social media audit.It is important to know how your social media profiles are progressing over time.

Create/Find a Social Media Audit Template

Before you can start your audit, you’ll need to create or find a template to use. Despite how good your mental math skills and memory may be, it is important to have all of the information laid out on a spreadsheet. This will minimize the chances of mistakes and make it easy for other team members to access this important information.

To create a template, focus on these main aspects of your social media profile:

While creating your social media audit template, be sure to focus on profile information, engagement metrics, publishing metrics and demographic information.

These are all great points to focus on for a social media audit template. However, don’t feel limited to using these points; if there is more information you would like to add to the template, feel free to do so. If creating a template isn’t for you, there are a number of pre-made templates available online.

Analyze ALL of Your Social Media Profiles

It is important to analyze each and every one of your social media profiles during a social media audit. This means digging in the crates and pulling up older profiles, even if they haven’t been used in quite some time. You don’t need to focus on all of the minor accounts, but it’s beneficial to briefly analyze them. These profiles may be filled with valuable information.

Once you have all of your accounts in a row, start plugging the data into the spreadsheet. Many social media platforms easily offer this data to their business accounts; however, anyone who wants in-depth analytics can hire a company to obtain the metrics.

Be sure to analyze ALL of your social media profiles, including the ones that you no longer use.

Pinpoint Your Social Media Successes and Failures

After all of the data has been plugged into the spreadsheet, you will be able to identify what content has succeeded and what content has failed. This information allows you to build on your successful content and consistently improve. However, it is also important to find value in our failures. Analyze the failed content; look out for what people did and didn’t like about it. This will show you what to avoid in future social media posts.

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