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How to Conduct a Social Media Audit (w/ "Audit Readiness" Quiz!)

   By: Hayden Jarman


Social media is essential for small businesses, but are your efforts paying off?

That's the question a social media audit can answer. It gives you clarity on what's working, what's wasting time, and where opportunities lie.

Let's break it down step by step so you can optimize your strategy and get real results.

 

Table of Contents:



 

📊 Audit Readiness Score Quiz 🚀

1. Do you track your engagement metrics regularly?


 




Why a Social Media Audit Matters

A social media audit shows where your efforts are succeeding and where they're falling short.

It helps you focus on what matters—engagement, visibility, and conversions.

81% of U.S. small businesses use social media, up from 12% in 2011. With that much competition, a clear strategy is critical.

Social media also accounts for 42% of marketing budgets for small businesses. If you're spending that much, you'd better know it's working.


How Social Media Drives Results

Social media doesn't just build brand awareness. It connects businesses directly with their audiences.

71% of consumers say they're more likely to recommend a brand they've had positive interactions with on social media.

By auditing your strategy, you can ensure every post serves a purpose, from boosting sales to nurturing loyalty.
 

Take Inventory of Your Accounts

Start by listing every platform you use. Include the basics: profile links, follower counts, and engagement metrics.

Check for consistency in branding, logos, and tone. Outdated profiles send the wrong message.


Example Social Media Inventory Table

Platform Account Handle Followers Branding Consistent? Last Active
Facebook @YourBusinessPage 6,500 Yes Yesterday
Instagram @YourBusinessInsta 4,200 No 3 Days Ago
LinkedIn /in/yourbusinesspage 1,800 Yes Last Month



What to Look For

  • Is your branding cohesive across all platforms?
  • Are any profiles outdated or underperforming?
  • Have you claimed all relevant platforms (e.g., TikTok, YouTube)?


Learn More: Optimize your social presence with our SEO for Small Businesses guide.
 

Audit Content Performance

What's driving engagement? Break down your posts to see what works.


Check metrics like:

  • Engagement rates
  • Reach
  • Website clicks or sales
  • Audience demographics


Content Performance Examples

Content Type Engagement Rate Insights
Short-form Videos 15% High interaction; trending
Static Images 7% Moderate; less shareable
Stories 10% Great for immediate engagement



Pro Tip: Short-form video is the top performer, with 92% of marketers calling it the most engaging format.
 

Advanced Metrics to Consider

  • Conversion rates: How many sales or leads are your posts generating?
  • Bounce rates: Are people clicking your links but leaving your site quickly?


Explore More: Dive into Visual Content for Content Marketing.
 

Review Audience Engagement

Engagement shows how well your audience connects with your content.


Look at:

  • Likes and shares
  • Comments
  • DMs or private messages
  • Story views


High engagement means your content resonates. Low engagement means it's time to pivot.


How to Improve Engagement

  • Use interactive posts, like polls and Q&A sessions.
  • Post consistently and at optimal times.
  • Experiment with different content formats.


Did You Know?

71% of consumers recommend a brand after a positive social media experience.


Use tools like Hootsuite or Google Analytics to track metrics efficiently.


Boost Your Strategy: Read How to Analyze Your Competitor's Sites for SEO.
 

Competitive Analysis

Your competitors can teach you what works. Study their social media for insights.
 

Competitor Name Platform Followers Engagement Rate Notes
Competitor A Facebook 10,000 6% Strong storytelling
Competitor B Instagram 8,500 8% Effective influencer use



Spot gaps in their strategy that you can fill. For example, if they lack video content, double down on that format.

Learn From the Best: Check out our Free Keyword Tools for Small Businesses.
 

Both paid ads and organic posts play a role. Know when to use each.


Paid vs. Organic Content Comparison

Strategy Cost Best Use Case Examples
Paid Ads $$$ Quick reach and conversions Facebook, Instagram
Organic Posts Free Building relationships LinkedIn, Instagram



Stat: 49% of small businesses increased their social media ad budgets last year.


Align your campaigns with specific goals. For example, use organic posts to build trust and paid ads to drive sales.
 

Optimize Your Profiles

Your profiles are like storefronts. They need to look professional and inviting.


Quick Profile Checklist

  • Logos and bios: Consistent across all platforms
  • Clickable links: Use UTM tags to track traffic
  • Call-to-actions: Clear and direct
  • Content highlights: Pin best-performing posts for visibility


Tip: Keep your bios updated to reflect current promotions or services.


Explore: See How to Create a Content Calendar That Drives Sales.
 

Plan for the Future

A good audit ends with a plan.


Example Improvement Roadmap

Goal Action Deadline Owner
Boost Engagement Post 3 short-form videos/week Next Month Marketing Team
Improve Consistency Update bios and images 2 Weeks Social Team
Increase Reach Launch Facebook ads 1 Month PPC Specialist





conducting social media audit steps


 

Final Thoughts

A social media audit isn't a one-and-done task. It's an ongoing process that keeps your strategy sharp and effective.

Follow these steps, track your progress, and adjust as needed. Your business will see better engagement, stronger branding, and more conversions.

 


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