Most businesses are active on social media. But ask yourself this: do you really know what’s working? Are your posts bringing in the right people?
A social media audit can help answer these questions for you. It gives you a clear view of your current performance, identify what needs fixing, and shows you what’s already doing well.
What is a Social Media Audit?
A social media audit is a detailed review of your business’s social profiles and performance. It answers questions like:
- Where are you posting?
- Who’s engaging?
- What kind of content gets results?
- Are you using your time and budget in the right places?
Contrary to popular belief, it’s more than counting likes or followers. A good audit connects your social efforts to business goals, like lead generation or brand awareness.
At MARION, we recommend doing a quick audit once a quarter, and a deeper review before launching new campaigns or changing your content strategy.
What You’ll Learn from a Social Media Audit
A social audit can tell you a lot more than you think. Here are some of the big takeaways:
Which Platforms Are Worth Your Time
Not every social platform delivers the same value. You might be putting effort into Instagram, but all your leads are coming from LinkedIn. Or you may find that X (Twitter) gets plenty of impressions but zero clicks. An audit helps you zero in on where your time and content are actually paying off.
What Content Performs Best (and Worst)
Not all posts are created equal. An audit helps you pinpoint which content types (videos, graphics, links, or simple text) resonate most with your audience. You’ll also see what’s underperforming, so you can stop wasting time on formats that fall flat.
Example: A local contractor may find that project before-and-after images outperform every other post type. That’s a sign to post more of them!
Who’s Engaging with Your Brand
Knowing your audience is key. With the right audit tools, you’ll uncover valuable insights about who’s liking, sharing, and commenting on your posts (their age, location, interests, and more). This lets you tailor content more effectively.
Where Your Followers Are Coming From
When someone clicks through to your site from a social post, that’s momentum you want to understand and build on. Are they coming from boosted posts, organic shares, or maybe even your profile links?
With this data in hand, you can pinpoint what’s creating action and what’s not. If your Facebook content is generating strong referral traffic while Instagram barely registers, it’s worth adjusting your content plan or ad budget accordingly.
If Your Branding Is Consistent Across Channels
Scroll through your social accounts and check:
- Profile photos and banners: Are they updated and aligned?
- Bios: Do they match your tone, services, and message?
- Post visuals: Are your fonts, colors, and styles consistent?
Tip: Your audit should include a branding snapshot for each platform. Uniformity builds trust, even across different audiences.
What Your Competitors Are Doing Better (or Worse)
Reviewing a few of your competitors’ profiles offers useful perspective. You might notice they post more often, but get less engagement. Or maybe they’ve nailed a tone of voice that gets conversations started. Seeing what others do helps you spot gaps or opportunities in your own strategy.
Common Issues a Social Media Audit Can Find
You might be surprised what pops up during a social media marketing audit. Here are some common problems:
- Inactive or duplicate profiles
- Off-brand visuals or outdated bios
- Slow or inconsistent response times to comments and messages
- Too much promotional content, not enough value or engagement
- Missing contact info, broken links, or incomplete profiles
These issues are easy to miss day-to-day but can drag down your performance long-term.
Get the Free Social Media Audit Checklist
Not sure where to start with your social media marketing audit? Use this quick checklist, it’s a simple way to get clarity before making major changes to your social strategy.
- Review each profile photo, banner, and bio to make sure everything is current and on-brand
- Check that contact info and website links are accurate and working
- Look at the last 3 months of engagement: which platforms are performing best?
- Identify which types of posts get the most likes, comments, and shares
- Make sure you’re not only posting promotional content (add tips, updates, or behind-the-scenes moments)
- Check that you’re using hashtags effectively to expand reach
- Review your audience demographics: who’s actually engaging?
- Check your branding across platforms: same tone, visuals, and messaging?
- Take a peek at 2-3 competitors: what are they doing that you could learn from?
- Choose one or two things to fix or improve this month – and repeat the audit quarterly!
This checklist gives you a fast, surface-level view of how your social media is doing. But there’s a lot more that goes into a thorough audit, including reviewing historical trends, analyzing paid performance, identifying content gaps, assessing follower quality, and measuring how your efforts stack up against industry benchmarks.
Want a deeper look at your strategy and how to make it work harder for your business? MARION’s digital marketing agency experts can do a full audit for you, pinpoint what’s working, and help you build a plan that gets results.
Need Help with Your Social Media Marketing?
If you’re frustrated with slow growth or not seeing the results you hoped for, maybe it’s time for a social media audit! MARION works with businesses across Texas to build smart, effective social media strategies.
Our social media marketing specialists will help you:
- Identify the right channels for your audience
- Create high-performing content
- Improve reach and engagement
- Track results
So, if you’re ready for more direction in your social media management, you’re in the right place!
Contact us today to get started
