The Ultimate Social Media Audit Checklist

The Ultimate Social Media Audit Checklist

If your social strategy still relies on guesswork—or if you haven’t revisited your goals, platforms, or analytics in months—it’s time for a reset. A regular social media audit isn’t just a best practice anymore. It’s essential to stay competitive, consistent, and aligned with your business goals.

This social media audit checklist gives you a step-by-step breakdown to evaluate what’s working, what’s not, and where to optimize—whether you manage one platform or many.

Want the full toolkit? Download our FULL Social Media Audit Checklist that covers different platforms to follow along and track your progress as you go.

✅ Step 1: Review Your Social Profiles

Start with an inventory of every platform your brand is active on. Then, evaluate:

  • Handle consistency: Are your @usernames aligned across platforms?
  • Profile photo: Is it current and on-brand?
  • Bio/About section: Does it clearly explain what you do and who you serve?
  • Website link: Is it functional and trackable (use UTM links or Linktree tools)?
  • Contact buttons: Are they correct and easy to access?

Pro Tip: If you're wondering how to audit Instagram, your bio should include keywords for searchability, a strong CTA, and a link that leads to conversion (not just your homepage).

 

✅ Step 2: Analyze Content Performance

Dive into the data. Look at the last 30–90 days and track the following for each platform:

  • Top-performing posts: What got the most saves, shares, or comments?
  • Reach vs. engagement: Are you getting seen and interacted with?
  • Video vs. static: Which formats perform best?
  • Hashtags and keywords: Are they helping with discoverability?
  • Posting frequency: Are you consistent—or random?

Use this part of your social media audit template to spot trends and double down on what’s working.

 

✅ Step 3: Evaluate Audience Insights

Are you attracting the right audience? Head to your analytics to review:

  • Demographics: Age, gender, and location
  • Follower growth: Organic or paid? Steady or stagnant?
  • Engaged audience vs. total audience: Who's actually interacting?

Knowing who you're talking to helps shape what you say—and where you say it.

 

✅ Step 4: Audit Your Visual Branding

Your social media presence should feel cohesive. Ask yourself:

  • Are your colors, fonts, and visual style consistent across platforms?
  • Do your graphics reflect your current brand identity?
  • Are your templates updated for 2025 trends (think: bold type, short-form video covers, clean layouts)?

This is a great time to refresh your content templates or introduce a branded Reels cover strategy.

 

✅ Step 5: Reassess Your Goals & KPIs

What are you actually trying to achieve?

  • Brand awareness → Focus on reach, shares, and profile views
  • Community engagement → Prioritize saves, comments, and DMs
  • Leads and conversions → Track website clicks, email signups, and sales

Every piece of content should serve one of your primary goals. If not? It’s time to refine your strategy.

 

✅ Step 6: Competitor Comparison

A social media audit isn’t complete without a pulse check on your competitors. Look at:

  • What platforms they’re prioritizing
  • How often they post
  • What kind of content performs well for them
  • How they engage with their audience

Use this to spark ideas—not to copy. Your edge is your originality.

 

✅ Step 7: Check for Missed Opportunities

Are you:

  • Using ALT text and captions for accessibility?
  • Repurposing high-performing posts into carousels or Reels?
  • Using Instagram’s latest tools (like Notes, Broadcast Channels, or AI Search-optimized posts)?
  • Testing different CTAs?

Sometimes it’s not about doing more—it’s about doing what you already have better.


✅ Step 8: Build an Action Plan

Don’t just audit—act. Use your findings to:

  • Refresh your content calendar
  • Update your templates and bio links
  • Set new platform-specific goals
  • Experiment with one new format or trend each month

Auditing Isn’t Just for January

Whether you’re a solo creator, small business, or full-blown marketing team, regular audits help keep your strategy fresh and focused. In a year where platforms evolve fast and attention is scarce, staying intentional is your competitive advantage.

AMZG is a women-founded, award-winning boutique agency that specializes in press/PR, advertising, and social media management. Let us show you how to make your brand stand out in a competitive market. Contact us at hello@amzg-agency.com.

 

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