Are you wondering if your social media branding efforts are working?

Wouldn’t you like to optimize your pages for maximum efficiency?

Here’s how to perform a social media audit:

If your answer to any of these questions is Yes, then this article is for you. Social media is one of the most important things for any brand in this day and age, and you have to be up to the task. Performing a social media audit will let you know what’s working and what isn’t, it will also tell you what you have to work on to improve your numbers.

What Exactly is Social Media Audit?

Social Media Audit is basically a deep analysis of all the data available to you in regards to your social media profiles. You will closely explore data such as engagement, activity, growth, financials in order to understand what work’s and what doesn’t.

The purpose of Social Media Audit is to make sure your profiles are optimized, and that your efforts are relevant and profitable for your overall objective. Your objective may be anything, more exposure, leads, sales or even just numbers growth if you’re an influencer, it doesn’t really matter.


Whatever your objective is – you need to make sure you’re on a good path.

That’s where Social Media Audit helps you, so let’s take a closer look at what you can do to optimize your efficiency on social platforms.

Collect the Data

This is the first step in your audit – you will be collecting all the available data and putting it on paper for further examination. You will look at things such as :

  • Number of Followers
  • Likes / Comments
  • Engagement Rate / Activity
  • Post Reach
  • Video Views

All of this information can be found on your social platforms, but you can also use external platform analytics tools to help you with this. Ideally, you want something that looks like this:

Social Media Audit

Once you have it all, it is time to examine all this data.

Examining the Data

Now that you have all the data written down, you have to study and understand it.

This part is a little tricky if this is your first time doing a social media audit, as there is nothing to compare it with. It’s best if you do this every quarter, so you can keep track of it all and measure it more efficiently. When you perform a social media audit every quarter, you will know for sure what worked and what didn’t.

Back to the first time audit, you can still get a lot of useful information from this. You can, from your memory, recall some of the previous numbers, so you can determine which social media is performing the best.

Think about how much time you spent on each platform, and how that investment compares with the results. Are you spending more time on Twitter rather than Instagram, with worse results too? If that’s the case, then something is either wrong with your Twitter approach, or the platform simply does not work for your brand and overall objective.

You’re like a lab scientist, doing research and coming up with solutions.

How to perform a social media audit

Based on the available data, you will be able to determine which social platform works the best for you. My suggestion is to double down on what works, and ditch/slow down on what doesn’t. However, sometimes the issue is simply in the approach, and we will cover that in the next section, so keep on reading.

Additionally, you might want to compare your results with similar brands / businesses / influencers in your niche. If your results compare to theirs, for example: both of your Instagram pages are flourishing, while Twitter is stalling – then the most likely case is that one platform works better for that niche.

Once you examine all the data, it’s time to come up with a new, optimized strategy.

New Strategy Moving Forward

Now that you know and understand all the data, and you figured out what works and what doesn’t, it’s to come up with a good strategy for moving forward.

Optimizing your current strategy with new tricks, backed up by the data, will allow you to fix the existing problems and make sure you capitalize on further campaigns. Your new strategy can be anything from new content generation, different approach, increased or decreased activity, more budget for advertising and such.

During the examination, you can also go deeper in the data to figure out what types of posts work the best. For example, some posts may work better because they speak to the client directly and engage with them – you want to continue with this trend.

Perhaps you realized that all of your efforts to grow your Instagram page didn’t bring desirable results. It may be that the platform doesn’t work for your niche, or you simply had a wrong approach. Studies have shown that simply changing the image filters can be a big factor when it comes to one’s brand image. It’s time to mix it up – try different images, different captions, different stories, different hashtags, all of it!

You can experiment with different platforms and different approaches as well. Both of these strategies work, it’s just a matter of finding out which one is the best for you.

Once you made some changes, keep going and see what happens. In the next quarter, when you do your next audit, you will be able to see the results. And then it’s the same process once again – change what doesn’t work, double down on what does. Simple, right?

Social Media Audit is a powerful method and every single brand, business and influencer should use it to their benefit. It’s all about consistency and keeping track of the data, and you will eventually come up with the best possible strategy for each one of your social platforms. Once you do, it’s only up from there.

Don’t wait any longer, go and perform your social media audit right now!

Author: Tom

Tom is a professional marketing and growth manager who enjoys working with influencers and small businesses, helping them create & grow their unique brand. His secret lies within his extreme, in-depth knowledge of social media platforms and branding development.