Social Media Audit Template

A social media audit is a systematic review of all your brand's social media activity — what you're publishing, how it's performing, what your audience looks like, and whether your social presence aligns with your current business goals.

Most startups skip audits until something is obviously wrong. The better approach is a quarterly audit that catches small problems before they become expensive misalignments. This template walks you through a complete audit in 2-3 hours.

When to Run This Audit

• Before hiring your first social media hire
• When you're refreshing your content strategy
• When social engagement has dropped significantly
• Every quarter as a standard maintenance practice
• Before entering a new market or launching a new product

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Part 1: Platform Inventory

List every social media account your brand owns or has ever owned. Include inactive accounts — old Twitter handles, forgotten Instagram accounts, abandoned LinkedIn pages. You need to know everything that exists under your brand name.

Account Inventory Table

Platform	Handle/URL	Active?	Admin Access?	Followers	Last Post Date
LinkedIn
Twitter/X
Instagram
Facebook
TikTok
YouTube
Pinterest
Other:

Action items from inventory:

• Secure admin access to all accounts (update passwords, enable 2FA)
• Decide whether to delete, revive, or maintain inactive accounts
• Ensure brand name consistency across all platforms

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Part 2: Profile Completeness Audit

For each active platform, evaluate whether the profile is fully optimized.

Profile Audit Checklist (Complete for Each Platform)

Platform: _______________

• Profile photo: Current, high-resolution, on-brand? Y / N
• Cover/header image: Current, correctly sized, on-brand? Y / N
• Bio/description: Clear, keyword-rich, up-to-date? Y / N
• Website link: Correct and working? Y / N
• Contact information: Up-to-date? Y / N
• Location (if relevant): Accurate? Y / N
• Business category: Correct? Y / N
• Pinned post: Relevant to current priorities? Y / N

Notes for this platform:

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Bio as it currently reads:

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Improved bio (draft):

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Part 3: Content Performance Analysis

Pull data from each platform's analytics dashboard for the past 90 days. If you have limited historical data, use whatever is available.

Platform: _______________ (Repeat for each active platform)

Follower/audience data:

• Current followers: ___________
• Follower growth in past 90 days: ___________ (+/- %)
• Follower quality: Check for unusual spikes (bot activity) Y / N

Posting frequency:

• Average posts per week (past 90 days): ___________
• Target posting frequency: ___________
• Consistency score (are you hitting your target?): High / Medium / Low

Engagement averages:

• Average likes per post: ___________
• Average comments per post: ___________
• Average shares/retweets per post: ___________
• Average engagement rate: ___________ %
• Platform benchmark engagement rate: ___________ % (LinkedIn ~1-2%, Instagram 3-6%, Twitter 0.5-1%)

Content type breakdown:

Content Type	# Posts	Avg. Engagement	Notes
Educational/how-to
Behind-the-scenes
Product/feature
Thought leadership
User-generated content
Promotional/sales
Other

Top 5 performing posts (by engagement):

1. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it worked: ___
2. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it worked: ___
3. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it worked: ___
4. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it worked: ___
5. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it worked: ___

Bottom 5 performing posts (by engagement):

1. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it underperformed: ___
2. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it underperformed: ___
3. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it underperformed: ___
4. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it underperformed: ___
5. Date: ___ Type: ___ Topic: ___ Engagement: ___ Why it underperformed: ___

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Part 4: Audience Analysis

Understanding who your audience actually is (vs. who you're targeting) often reveals important misalignments.

Audience Demographics (from platform analytics)

Platform: _______________

Age breakdown:

• 18-24: ___%
• 25-34: ___%
• 35-44: ___%
• 45-54: ___%
• 55+: ___%

Gender breakdown:

• Male: ___%
• Female: ___%
• Other/unspecified: ___%

Top locations:

1. _______________: ___%
2. _______________: ___%
3. _______________: ___%

Top interests/segments (from platform audience insights):

1. ---

2. ---

3. ---

Audience Alignment Assessment

Who we're trying to reach (from ICP):

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Who is actually following us:

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Alignment score: High / Medium / Low

Misalignments identified:

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Hypothesis for the gap (wrong content type? wrong platform? wrong tone?):

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Part 5: Competitive Benchmarking

Review 3-5 competitors' social accounts. Look for what's working for them that you're not doing.

Competitor Analysis

Metric	Your Brand	Competitor 1: ___	Competitor 2: ___	Competitor 3: ___
Followers (LinkedIn)
Posts/week
Avg. engagement rate
Most used content type
Tone/voice

What competitors are doing that you're not:

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What you're doing that competitors aren't:

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Opportunities identified from competitive analysis:

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Part 6: Brand Consistency Assessment

Evaluate whether your social presence reflects your current brand identity.

Brand Consistency Checklist

• Brand voice is consistent across all platforms
• Visual style (colors, fonts, image treatment) is consistent
• Bio language reflects current positioning and value proposition
• Content topics align with current company focus areas
• No outdated messaging (old product names, discontinued features, old company description)
• Hashtag usage is consistent and intentional (not random)

Brand inconsistencies identified:

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Required updates:

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Part 7: Traffic and Conversion Contribution

Evaluate whether your social media is driving any business outcomes (not just engagement).

Business Impact Metrics (from Google Analytics or UTM tracking)

Platform	Sessions (90-day)	% of Total Traffic	Leads Generated	Cost Per Lead (if paid)
LinkedIn
Twitter/X
Instagram
Facebook

Key question: Is social media in your top 5 traffic sources? Y / N

If yes: Double down on what's working. If no: Either your social isn't converting to website visits, or you're not tracking it properly (check UTM parameters on links shared in social posts).

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Part 8: Audit Summary and Action Plan

Audit Summary

Overall assessment: Strong / Adequate / Needs Work / Significant Problems

Three things working well:

1. ---

2. ---

3. ---

Three things that need improvement:

1. ---

2. ---

3. ---

Platforms to prioritize (rank 1-3):

1. ---

2. ---

3. ---

Platforms to deprioritize or abandon:

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30-Day Action Plan

Action	Platform	Owner	Deadline	Status
Update all profile bios	All
Update profile/cover photos	All
Delete or archive inactive accounts
Establish posting cadence
Fix UTM tracking on social links

90-Day Content Strategy Adjustments

Based on your top-performing content types and audience analysis, what changes will you make to your content strategy?

Content types to increase:

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Content types to reduce:

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New content formats to test:

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Posting schedule going forward:

Platform	Days	Time	Content Type

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Further Reading

• boost your social engagement with a structured playbook
• AI social media engagement strategies for B2B brands
• how to measure social media marketing success
• Averi's Strategy Map to align your social media audit with your brand strategy

Frequently Asked Questions

How often should I run a social media audit?

For most startups: quarterly. Monthly if you have the resources and are in a fast-moving competitive environment. Annual at minimum if you're resource-constrained. The key is building it into your calendar as a recurring event, not a reactive one.

What tools do I need to complete this audit?

The built-in analytics dashboards on each platform (LinkedIn Analytics, Twitter/X Analytics, Instagram Insights) provide most of the data you need for free. For competitive benchmarking, Sprout Social, Buffer, or Iconosquare provide more comprehensive comparison data. For traffic attribution, Google Analytics with UTM tracking is essential.

Should every startup be on every platform?

Absolutely not. Early-stage startups should be on 1-2 platforms where their ICP is most active and where they can consistently produce quality content. Better to be genuinely present on LinkedIn and Twitter/X than weakly present on 6 platforms. The audit should help you decide which platforms to commit to and which to abandon.

What's a healthy engagement rate for B2B companies?

Engagement rates vary significantly by platform and audience size. As a rough benchmark: LinkedIn 1-2% is average, 3%+ is strong; Twitter/X 0.5-1% is average, 2%+ is strong; Instagram 3-5% for B2B is reasonable. Accounts with smaller, more targeted audiences often have higher engagement rates than large accounts.

What should I do with old social media accounts I've found during the audit?

Two options: revive them with a redirect to your primary active account (pinned post explaining "We've moved to [platform]"), or request account deletion through the platform. Abandoned accounts with your brand name and no activity can hurt brand perception and create security risks if the credentials aren't secured.