How to Conduct a Social Media Audit to Improve Performance
By Tulika Nerkar
Today’s world has evolved into a fast-moving digital space, and social media is at the forefront of visibility. Businesses can find that building a system to ensure their online content translates into engagement is essential for tracking outreach. A social media audit serves as that system. It is a thorough review of your accounts and metrics to understand what’s working and needs improvement. When done correctly, your online content reaches broader communities and yields a better ROI (return on investment).
Knowing how to conduct a social media audit helps improve involvement, optimize media, and align social endeavors with business goals. Marketing Choices wants to be there and help with that process. Our team consists of intelligent creatives who can handle all your online advertisement needs and support your growing brand. Contact us today to learn more about who we are and the services we offer.
What is a Social Media Audit and Why It’s Essential for Growth
A social media performance audit provides a complete snapshot of your online presence. It allows you to identify what needs improvement and what is working well. Without it, you may create content that does not resonate with your audience or uplift your business.
The type of data collected from the audit includes top-performing content, KPIs, audience demographics, and other valuable information. The goal is to pinpoint areas for social media optimization. They realign strategies with your business objectives and increase your ROI. When done well, a social media audit provides the insight you need to take action and grow confidently.
How to Conduct a Social Media Audit
Social media audits may seem overwhelming, but breaking them down into steps can make the process manageable. Below is a step-by-step approach to help you review, evaluate, and promote your social media presence. Following these steps will help you decide how to maintain your visibility and achieve marketing goals.
1. Identify All Social Media Profiles.
Start by listing your brand’s associated social media profiles, including department-specific and inactive profiles. Spot duplicates or fraudulent profiles, then note what thrives and what needs more attention. Doing this gains a comprehensive understanding of your online presence.
2. Evaluate Profile Branding.
Check all the visuals on your account. The profile pictures, bios, contact information, and potential verification help prove your brand has a voice and style. Consistent branding strengthens recognition.
3. Analyze Key Performance Indicators (KPIs) and Set Goals.
Key performance indicators, such as reach, engagement rate, follower growth, etc., can be used to measure your content’s connection. You can then define a social media strategy. With that information, you can set goals and KPIs like increasing brand awareness or reputation.
4. Understand Your Community.
Review audience demographics and behaviors to better understand who you are reaching. Knowing your community helps tailor content and builds stronger engagement with your audience.
5. Assess Content Performance and Competitors.
Identify top-performing posts based on likes, shares, and comments. Look for trends in posting times, format, and tone. Investigate your competitor’s strategy interactions to spot opportunities and refine your content strategy.
6. Track Action Items and Continue with Confidence.
Based on your findings, create a list of specific actions. These could include updating your profile information, upgrading posts, or repurposing top content. Establish a regular check-in schedule to monitor progress and adjust goals. Your strategy will become fresh and aligned with your brand’s needs.
Metrics That Matter: What to Track
After reviewing your profiles and content, trackingit’s KPIs that reflect your social media is important. These metrics provide perception that aligns your efforts with broader goals. Consistent tracking enables you to make informed choices and measure progress.
- Engagement metrics
- Engagement rates show how actively your audience interacts with content compared to how many see it. A higher rate means a stronger connection.
- Likes and reactions indicate basic approval and gauge content appeal.
- Comments reveal audience involvement and their interest in conversations.
- Shares show how much users value your content by sharing it.
- Saves suggest the content is valuable enough to revisit.
Tools like platform-native analytics, Sprout Social, and Hootsuite provide detailed engagement data. This data helps you identify what resonates and where to improve.
- Growth and reach metrics
- Reach counts users who saw your post.
- Follower growth rate tracks audience increase.
- Profile views show visits to your accounts.
Utilize tools like Social Blade or platform dashboards to monitor growth. The insights reveal audience expansion and a sign of curiosity for deeper engagement.
- Traffic and conversion metrics
- Click-through rate (CTR) measures how often users click links.
- Website traffic connects social media to site visits.
- Conversion rates reveal how many visitors complete desired actions. Like purchases or sign-ups to reveal your ROI.
Google Analytics, Linktree, and Hubspot help track these metrics. It’s a way to measure social media’s impact on your business.
- Platform-specific KPIs
- Stories completion rate reflects how many viewers watch your full story.
- Video views and average watch time measure who watches your video and for how long.
- Mention and tags indicate how often users reference your brand, showing organic awareness.
Platform-native analytics and tools like Brand24 help track these specialized KPI. Monitoring them ensures your content resonates across formats.
Elevate Your Strategy with a Social Media Audit
Conducting a social media audit is not just about tracking numbers, it is about turning data into direction. Analyzing metrics and applying those findings allows refining of strategy, focusing on what is working, and adjusting what is not. Whether it is shifting resources or pivoting in content, the insight gained from an audit empowers you.
At Marketing Choices, we believe every strategy begins with clarity. That is why we support professionals in transforming their online presence through innovative solutions. A team of talented and passionate people committed to helping you grow. We partner with you to elevate your brand and strengthen your digital persona. Get in touch and contact us to learn how our team can bring your marketing vision to life.
Sources
“7 Steps to Complete a Social Media Audit (with Template) [2022] • Asana.” Asana, 6 May 2025, asana.com/resources/social-media-audit-template.
Gribble, Dawn. “LinkedIn.” Linkedin.com, 16 June 2025, www.linkedin.com/pulse/maximise-your-social-media-roi-strategic-audit-dawn-gribble-o9ele/.
Hill, Carly. “The Social Media Metrics to Track in 2025 (and Why).” Sprout Social, 11 Apr. 2024, sproutsocial.com/insights/social-media-metrics/.
Smith, Emily. “The 6-Step Checklist for a Successful Social Media Audit.” Brandwatch, 21 July 2023, www.brandwatch.com/blog/roi-social-media-audit/.
“Top 5 KPIs for Social Media Reporting | DashThis.” Dashthis.com, 2024, dashthis.com/blog/top-5-kpis-for-social-media-reporting/.
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