Social Media Audit Checklist & Template
A step-by-step social media audit you can run in an afternoon. Copy the checklist, score every profile, and walk away with a 90-day plan that actually moves the needle.
What you'll get from this audit
- A clear picture of which platforms are worth your time
- Content formats and themes to double down on
- Competitor benchmarks so you know what "good" looks like
- A 90-day action plan with 3 measurable KPIs
1. Inventory every profile
List every account tied to your brand across Instagram, Facebook, LinkedIn, TikTok, YouTube, X and Pinterest. Include inactive and legacy accounts — they're leaking authority.
- Handle spelling matches everywhere
- Ownership + login access documented
- Old/abandoned profiles removed or redirected
2. Check branding consistency
Bios, profile pictures, cover images, and the single link in bio should tell the same story on every platform.
- Same logo + brand colors
- Bio contains keyword + clear value proposition
- Link points to the highest-converting page
3. Analyze audience & demographics
Pull follower demographics, growth rate, and most active hours from each platform's native analytics. This is what you'll design your next 90 days of content around.
- Top 3 age brackets + gender split
- Top 5 cities / countries
- Peak online hours per platform
4. Review content performance
Pull the last 90 days of posts. Rank them by reach, engagement, and saves. Look for patterns in your top 10 and your bottom 10.
- Top-performing content format (reel, carousel, image, story)
- Themes that win vs themes that flop
- Posting cadence vs performance
5. Benchmark against competitors
Pick 3–5 direct competitors. Track their posting frequency, content mix, and engagement rate for 2 weeks.
- Posts per week
- Format mix (reels vs carousels vs static)
- Engagement rate vs yours
6. Score engagement quality
Engagement rate = (likes + comments + shares + saves) ÷ reach. Anything below 1% on Instagram or 2% on TikTok is a signal to change formats, not just post more.
- Average engagement rate per platform
- Comment-to-like ratio (real conversation vs vanity)
- Saves + shares as the leading indicator
7. Audit paid campaigns
If you're running ads, pull spend, CTR, CPC, CPM, and ROAS by campaign. Kill anything below your break-even ROAS; double down on top creatives.
- ROAS by campaign and by creative
- Ad frequency (kill above ~3)
- Landing page match to ad promise
8. Set goals & a 90-day plan
Turn findings into 3 KPIs and a plan. Example: +15% engagement rate, +2,000 qualified followers, 25 booked calls from Instagram in 90 days.
- 3 measurable KPIs
- Weekly content calendar with formats
- Ad budget + creative refresh cadence
FAQ
What is a social media audit?
A structured review of every brand profile, content piece, engagement metric and ad campaign to understand what's working and what to fix in the next 90 days.
How often should I audit?
A full audit every quarter, plus a light monthly check-in on KPIs, top posts and follower growth.
How long does it take?
For a single brand across 4–5 platforms, plan on 2–4 focused hours if you have analytics access and this checklist open.