Social Media Audit Template
Evaluate your social media performance across platforms — follower growth, engagement rates, content effectiveness, and competitive benchmarking.
Best for: Marketing teams evaluating and optimizing social media ROI
Account Inventory
250-350 wordsList every social account your company owns, including dormant or abandoned ones. Document: platform, handle, follower count, posting frequency, and primary purpose. Identify accounts to consolidate, sunset, or revitalize.
Performance Metrics by Platform
400-500 wordsFor each active platform, pull 90-day data on: follower growth rate, average engagement rate, impressions per post, link clicks, and top-performing content. Use native analytics or a tool like Sprout Social.
Content Performance Analysis
350-450 wordsCategorize all posts from the last 90 days by type (educational, promotional, engagement, behind-the-scenes). Calculate average engagement per category. Identify your top 10 posts and bottom 10 — what patterns emerge?
Audience Analysis
300-400 wordsProfile your actual audience vs your target audience. Look at demographics, job titles, company sizes, and engagement patterns. If your audience doesn't match your ICP, your content strategy needs adjustment.
Competitive Benchmarking
300-400 wordsCompare your metrics against 3-5 competitors on each platform. Note: posting frequency, engagement rates, follower growth, and content themes. Identify what competitors do that you don't — and vice versa.
Action Plan & Recommendations
300-400 wordsSynthesize findings into 5-7 specific recommendations. Prioritize by impact: which changes will move metrics most? Include quick wins (optimize posting times, refresh bio) and strategic shifts (new content pillars, platform reallocation).
Pro Tips
Engagement rate matters more than follower count. An account with 1,000 engaged followers who convert is worth more than 50,000 passive followers. Focus your audit on engagement quality, not vanity metrics.
Check your posting times against when your audience is actually online. Most teams post during business hours, but many B2B buyers browse LinkedIn during commutes (7-8 AM and 5-6 PM).
Audit your competitors' paid content too. Use Facebook Ad Library and LinkedIn Ad Library to see what messaging and formats competitors invest money behind.
Frequently Asked Questions
How often should I audit social media?+
Full audit quarterly, quick performance checks monthly. Social platforms change algorithms frequently — what worked last quarter may not work this quarter. Quarterly audits help you adapt before metrics decline significantly.
What's a good engagement rate?+
Benchmarks vary by platform: LinkedIn 2-5% is good, Twitter 0.5-1% is solid, Instagram 1-3% is healthy for B2B. Compare against your industry and your own historical performance rather than generic benchmarks.
Should I delete underperforming social accounts?+
Delete or archive accounts you can't commit to maintaining. A dormant account with no recent posts looks worse than no account at all. Better to be excellent on 2 platforms than barely present on 5.
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