5 Easy Steps To Running An Effective Social Media Audit

digital marketing companies,digital marketing agencies,shopify experts,digital marketing agency near me,web design companies,online marketing companies,professional seo services,seo marketing agency,small business website design,web marketing agency,web design firm,website marketing company,marketing company near me,shopify developers,seo agency near me,best website design company,seo,digital marketing company near me,seo marketing companies,internet marketing service near me,best web design company,digital marketing agencies near me,local website designers,digital marketing companies near me,website marketing services,escape room frisco,web design,digital marketing services near me,seo digital marketing agency,website design for small business,shopify web designer,web design dallas,dallas web design,digital marketing comapny,cbd ecommerce platforms,seo advertising agency,top website creation services,epicor p21 erp,seo digital agency,shopify wordpress,shopify for wordpress,region staffing, pizza co,digital marketing agency dallas,wordpress web design agency,digital marketing company in,web marketing e seo,plano support,seo agencies near me,local digital marketing agency,best digital marketing companies in dallas,web development company frisco,mixed shopify,ecommerce website development texas,shopify epicor,internet marketing companies near me,digital marketing agency ,google jobs dallas,,shopify designer,digital agency near me,seo company,shopifyexperts,local marketing companies,digital makreting companies,car care central,website design dallas,best digital marketing agency websites,marketing digital agency,seo marketing near me,sostac model,local web design,digital marketing frisco,frisco tx website designers,dallas web design company,auto driver repair,digital marketing company dallas texas,apartment digital marketing,electrician website design,internet marketing companies,best website design companies for small business,digital agency website,digital marketing ,escape room lewisville,marketing international,magento prophet 21 integration,web design dallas tx,engineering websites,wordpress shopify,website development company in dallas,digital marketing website,b2b ecommerce website development,drivers edge ,woocommerce website design,internet marketing services dallas,small business websites design,wp courseware,website design dallas tx,web design ,seo edge,frisco city council,digital marketing logo,digital marketing agencies in arizona,seo agency,digital marketing website design,neurostrive,small business facebook advertising agency,b2b commerce websites,wordpress design agency,small business website designer,website design for a small business,digital marketing dallas,digital marketing dallas,shopify designers,seo dallas tx,dallas tx marketing agency,seo services ,multi location seo,website designer services,seo web marketing,web design and digital marketing company,dallas digital marketing agency,frisco appraisal,small business website designs,web design company texas,parts ecommerce website builder,railpros training,auto parts ecommerce website development,web design studio,local seo for multiple locations,website design,frisco escape room,website design ,shopify consultant,web design texas,digital marketing firms near me,drivers edge mckinney,expert shopify,slide products,web design and seo company,driver's edge complete ,electrician plano,seota,frisco seo,web marketing companies,digital agency ,texas seo,small business web design company,web designer services,web design company dallas,best mexican food frisco tx,difference between digital marketing and web development,hauscar,seo digital marketing company,electrician websites,woocommerce web design,xerox care ar,shopify usa,wordpress woocommerce website design,wordpress enterprise,plano electrician,enterprise owatonna,electrician plano tx,magento marketing,seo company ,web design company,chamberlains fish market grill,engagement post ideas for social media,seo services,marketing company website,seo digital company,local business website design,cbd wholesale texas,repair shop website design,repair shop website design,ferraris online,website design stuart fl,responsive web design agency,dallas web design agency,b2b ecommerce website,digital marketing agency,best marketing company websites,seo consulting near me,repair shop websites,custom web design agency,local marketing agencies,website design companies for small businesses,digital marketing agency seo,seo for multiple locations,shopify marketing experts,frisco, , websites,plano web design,infusionsoft partner,website design,drivers edge frisco,api ,seo,seo agency ,b2b e-commerce websites,digital marketing and web design company,local web design companies,best mexican restaurant in frisco texas, website design,woocommerce development agency,digital marketing usa,creative agency facebook ads,american carts,dallas local seo,boutique shopify,digital agencies near me,drivers edge complete ,seo marketing company near me,seo frisco,web design frisco,frisco web design,woocommerce design,enterprise website development,marketing agency dallas texas,web design seo company,digital marketing company ,digital marketing and web development, web design,facebook ad platform,wordpress with shopify,digital marketing and design,web designers for small businesses,marketing ob gyn practice,local marketing companies near me,el fenix catering,best seo digital marketing company,digital seo company,internet marketing company dallas,web design,digital marketing and web design,mobile web design dallas,shopify expert cost,enterprise website design,website development company in dallas tx,seo web agency,b2b ecommerce sites,digital marketing agency plano,web design plano,ecommerce design company,digital agency dallas,b2b website design agency,bathroom remodeling mckinney tx,digital marketing agency websites,shopbosspro,spa website design,digital marketing service near me,el fenix locations dallas tx,web design company richardson tx,enterprise wordpress,glass on web,marketing companies in arizona,wordpress json-ld plugin,marketing company websites,plano seo agency,overseas auto haus dallas,arizona seo agency,what is public facing,digital marketing dallas tx,web development and digital marketing company,seo and digital marketing services,nerdvana dallas,custom api integration,shopify store designer,infusionsoft certified partner,2591 dallas parkway frisco tx,google jobs tampa,wordpress website design agency,overseas service haus,dreamediaav,internet marketing,local marketing agencies near me,local digital marketing agencies,digital marketing company dallas,dallas local internet marketing,digital marketing agency,fishbowl api,cbd ecommerce,seo strategy for multiple locations,website design and seo company,shopify wordpress integration,local seo ,google business holiday hours,search engine optimization ,ppc management dallas,road runner lube,search engine marketing agency dallas,infusionsoft certified consultant,custom shopify website,local digital marketing companies,woocommerce website development,carear xerox,industrial strength marketing,medspa digital marketing,seo agency texas,website designer ,digital bathroom advertising,webmaster wordpress,wordpress enterprise support,digital marketing logos,corporate website and marketing website,seo consultant ,django development,digital advertising companies texas,frisco seo company,frisco seo services,frisco digital marketing,web design frisco tx,multi location website design,website design near frisco texas,b2b ecommerce development,cbd website design,web marketing,experts shopify,best seo company ,digital marketing company website,cbd resellers,wordpress and shopify,seo firm,bathroom remodel frisco tx,digital marketing texas,dallas wordpress design,shopify setup experts,shopify api wordpress,django website builder,web design in plano,engineering marketing agency,web design seo marketing,seo consultant,wordpress web design st louis,marketing companies dallas,celebrity bakery frisco,website and digital marketing,best seo companies near me,drivers edge grapevine,wordpress website designer near me,hitown,website designer dallas,wordpress design minneapolis,web designer ,stonebriar massage and wellness,best website redesign services,webdesign services,craft pizza,website developers orlando,marketing companies ,small business website developers,remodel market,p21 erp,wordpress for enterprise,st louis wordpress web design,best b2b ecommerce websites,bathroom remodeling leads,simply the best digital,frisco advertising,seo companies ,online marketing dallas,marketing companies in ,repairshopr api,best b2b ecommerce sites,digital marketing agency shopify,best digital marketing agency near me,onsite seo analysis,best design company websites,zenoti api,dallas web designer,shopify website developers,arizona website development,online marketing company near me,shopboss pro,digital marketing assets,nerdvana frisco menu,electricians plano tx,local marketing agency near me,website designers dallas,st louis ecommerce website design,epicor api,ecommerce api design,wpcourseware,web development ,shopify in wordpress,web design in dallas,seo company dallas tx,digital marketing jobs dallas,web design companies dallas,digital advertising agency in plano,seo and web marketing,wordpress shopify integration,digital marketing plano,cbd web design,custom shopify store,online marketing,cbd stores austin,local seo,digital agency,shopify marketing consultant,seo service frisco,seo company frisco,wordpress developer frisco,seo agency frisco,frisco tx seo,wordpress developer frisco,frisco seo agency,seo services frisco,frisco website design,b2b ecommerce web development,multi location business website,cbd website design company,electrician web design,bathroom remodeling frisco tx,online advertising,costa mesa web design,digital marketing api,woocommerce homepage design,az website design,website design in plano,seo marketing ,multilocation seo,online marketing plano,businesses with multiple locations,upcity seo,social media post ideas for financial advisors,glass on the web,seo marketing companies near me,photoshop bathroom,digital agency web development, spa frisco,facebook business special hours,seo company in arizona,dallas web design firms,best web designers dallas,city council frisco,web development company dallas tx,auto body website design,how much do shopify experts make,website seo,digital sushi,ecommerce for cbd,digital marketing agency texas,bigcommerce cbd,b2b shopping cart software,dallas digital marketing, frisco,digital marketing agencies in dallas,digital marketing business near me,electrician plano texas,local seo multiple locations,wordpress website design minneapolis,texas seo agency,lauren davis dallas county judge,companies with multiple locations,web digital marketing,digital agency seo,wordpress developer ,marketing and design companies,seo web marketing services,website development dallas,cbd by design,google web development jobs,award winning b2b websites,digital web design company,shower remodel frisco,american golf carts dallas,ferrari custom design,web design firms,web design in ,seo dallas tx company,website digital marketing,public facing website,mcbride electric dallas,seo marketing texas,web developer frisco,digital marketing agency dallas tx,best digital marketing website design,shopify digital agency,business website design services,wordpress design dallas,wp courseware support,dallas digital agency,best mexican restaurant design,epicor ecommerce,enterprise level wordpress,search engine marketing digital agency,website design liberty,hybrid ecommerce,small business website design and management,fortune 500 companies using wordpress, pos,wordpress agency dallas,wordpress web development agency,web design stuart fl,seo services,practiceweb,infusionsoft certification,infusionsoft certified partners,web marketing agencies,plano web design company,professional web design firm,best seo texas,orlando responsive web design,best pizza website design,2591 dallas pkwy frisco tx 75034,digital marketing and web development company,2591 dallas parkway suite 300 frisco texas 75034,best search engine marketing firm in dallas,custom software development frisco,seo firms near me,2591 dallas parkway,automotive pos,local advertising agencies near me,best seo ,shopify auto parts,what is digital marketing websites,chamberlain's restaurant dallas,digital marketing and design agency,understanding social media metrics,medspa seo,woo website,arizona digital marketing agency,bulletproof backpack,b2b ecommerce websites,advertising website,advertising website,parker tree service plano,celebrity cafe dallas,website engagement ideas,epicor web commerce,keap ,frisco small business,st louis ecommerce web design,derrico technical screening,ecommerce cbd,frisco tx traffic,onsite seo services,az bulletproof,web development,shopify experts usa,best service industry websites,alphaborders,wordpress expert dallas,django seo,digital marketing agencies in texas,online marketing logo,drivers edge frisco tx, web design,best web marketing companies,b2b ecommerce website features,shopfiy developers,boutique ecommerce,best seo company in ,digital marketing web developer,web marketing ,st louis wordpress website design,small business web design agency,cbd digital marketing,website design agency dallas,shopify theme expert,seo services,dallas restaurant marketing,local design agencies,web marketing seo,small business website designers,ecommerce web design ,web design el dorado hills,digital marketing in texas,small shop design,stonebridge ranch homes,seo marketing digital,cdb design,shopify plus expert,epicor p21 help,overseas automotive repair,seo and internet marketing company,shopify plus designers,shopify digital marketing agency,frisco tx city council,website design plano,woo web design,dfw seo,web marketing and design,epicor web,wordpress website development agency,fortune 500 companies in frisco tx,magento website development texas,ecommerce web design arizona,digital agency usa,live seo service,wordpress website agency,how to change holiday hours on google, flower mound texas,dr white frisco,multi location digital advertising,internet marketing company,web design company ,untuckit store ,stonebriar day spa,inbound marketing agency ,1 hour to escape lewisville,web marketing firms,damian ross self defense,enterprise wordpress development,website design in ,affordable web design in plano,stonebridge ranch,laravel agency,dallas website design company,web digital agency,woocommerce advertising,the drip dallas marketing,multi location marketing tools,sostac analysis,glass website design,epicor p21 api documentation,google jobs integration,italian market frisco tx,what are vanity metrics in social media,celebrity cafe and bakery dallas,seo indicators,auto parts store design,auto parts web design,epicor woocommerce,road runner web,seo and digital marketing agency,enterprise main and teel,digital ad companies,web designer in dallas,professional web design in plano,veronica birkenstock, pizza company flower mound,wp courseware woocommerce,website development ,p21 epicor,digital marketing agency in texas,digital apartment design,seo and digital marketing company,bathroom remodel frisco,wordpress dallas,dallas web design companies,crm page design,advertising agencies in ,web designer dallas tx,cbd designs,website design company dallas,google job board api,trusted web design,best websites,best engineering websites,digital marketing agency in dallas,ecommerce web development st louis,award winning restaurant websites,web designers frisco,social media awareness metrics,branding agencies in ,experts shopify com,web site marketing services,web design company for small business,dallas wordpress developer,multi location business marketing,restaurant ecommerce website,multi-location seo,multi-location seo,is shopify good for b2b,shopify web design experts,online marketing services near me,mesabi radiator,celebrity website design,website design garland tx,bluematrix media,companies with best website design,auto website design,social proof wordpress plugin,marketing design companies,2591 dallas pkwy ste 300 frisco tx 75034,web design agency,multi-location marketing,best arizona advertising agency,shopify ecommerce consultant,epicor p21 api,digital marketing experts dallas,bang website design ,digital web company,best car website design,great marketing agency websites,rfgen software,bathroom remodel mckinney tx,best small digital agencies,best seo company in texas,texas digital marketing,wordpress on shopify,dallas remodel and design,shopify or wordpress for ecommerce,marketing company texas,seo flower mound,2591 dallas parkway suite 300 dallas 75034 texas,selling hemp on shopify,stonebriar spa frisco tx,custom api development,local web agency,seo expert ,branding companies,digital bathroom design,bakery website design,shopify consulting services,award winning local web design,wholesale digital marketing,kbm electric,multi location marketing,shopify expert services,website design companies,best website design,digitalmarketing com, charlotte nc,best web marketing services,digital marketing agency website design,auto designs fort worth,epicor development,bathroom advertising companies,b2b ecommerce seo,seo agency arizona,texas website design,website advertising companies,digital marketing seo company,best b2b website builder,digital seo marketing,auto mechanic websites,best web design ,designing a company website,how to start a facebook ad agency,best small business web design companies,ben davis the gents place,digital marketing,best glass company in the world,best seo agency near me,best companies to work for in frisco tx,bathroom remodeling advertising,shopify setup service,wordpress website design dallas,arizona digital marketing company,top shopify experts,seo digital marketing services,advertising agency frisco tx,local web design agency,marketing agencies in,web marketing companies near me, shop website design,shopify design and development,digital marketing agency facebook,ad agencies in dallas texas,cbd lakeway,bathroom marketing,epicor ecommerce integration,miracle custom awards,social proof plugin for wordpress,digital advertising websites,19 social media metrics that really matter,custom built shopify store,how much does a shopify expert cost,dallas web design services,car care plano,digital marketing,chamberlain's fish market dallas,digital marketing agency dfw,website designers in ,best website designer in ,sostac digital marketing plan,remodeling marketing,road runner ,best online marketing websites,best seafood in frisco tx,design agency ,local seo services ,web design and seo companies, shop office design,escape room in frisco,enterprise web design,next level seo,best design firm websites,shopify boutique,shopify consultation,it companies in frisco tx,digital marketing post ideas,bathroom door advertising,digital marketing page,best website design dallas,auto parts website design,tripleseat api,web agency seo,beverly apartments orlando,mechanic shopify app,hemp website design,az web design and seo,website designers in,web agencies near me,in frisco,b2b ecommerce design,ppc in dallas,shopify digital marketing,myselfdefensetraining,best ecommerce platform for cbd,marketing agency,national digital marketing agency,marketing portfolio website examples,web designer dallas,b2b magento development,botanical website design,best seo services near me,best small agency websites,local web design company,woocommerce store design,epicor erp api,best shopify designers,api integration with wordpress,google jobs,vanity metrics social media,fishbowl restaurant marketing,plano digital marketing,logo and web design for small business,professional website design companies,b2b ecommerce website design,wordpress courseware,lyft marketing,shopify in usa,best digital marketing near me,web designers in ,bathroom photoshop,bathroom remodeling marketing,epicor api integration,digital marketing company in dallas,small businesses in frisco tx,Over three billion people around the world use social media every month. Out of this, 75% feel that social media platforms play a key role in their purchasing mindset. This shows how a good social media strategy is a must for businesses that want to come out on top.

But with the constantly changing trends and increasing social media competition, it isn’t easy to make a mark today. So, where should you begin from? Your best bet is to audit your current social media channels to find improvement opportunities and make changes that drive better results.

In this article, we’ll dive deep into the world of social media audits to discuss the what, why and how, so you can give your social media profiles a facelift and pave your way towards enhanced brand awareness.

What is a social media audit?  

To stay on top of your brand’s online presence, you need to evaluate and optimize its social media profiles. This process is called social media auditing. Conducting social media audits regularly is instrumental in reaching your engagement goals because it helps you identify the strengths and weaknesses of your social handles and develop a cohesive social media strategy that can drive your business forward.

Many facets come together to conduct a comprehensive social media audit that reveals the good, bad and ugly of your profiles—only to help you improve your game and better engage your audience. It includes:

  • Performance Metrics: To understand how your profile fares with your Key Performance Indicators (KPIs) like conversions, engagement, followers and clicks.
  • Social Listening: To track online conversations around your brand, so you can boost customer engagement by interacting with your audience, protect brand reputation in case of fake news and respond to customer feedback.
  • Content Pillars: To maintain a consistent brand voice and provide niche-specific content to your target audience.
  • Hashtags: To understand which hashtags are specific enough to increase the reach and engagement of your posts.
  • SWOT Analysis: To analyze strengths, weaknesses, opportunities, and threats to get a snapshot of your social media performance and identify areas for improvement.

Many social media tools on the internet can help you conduct a social media audit seamlessly to get accurate insights. Yes, the sheer volume can make it hard to single out the top-performing ones, but here’s a curated list of great platforms to begin with:

  • BrandMentions: Get alerted whenever your brand is mentioned across social, news, blogs and videos.
  • Agorapulse: Schedule content, discover trends and access detailed analytics.
  • Followerwonk: Audit your Twitter performance and analyze what type of content gets the most followers to tailor your social media strategies accordingly.
  • Phlanx: Analyze your engagement rate on Instagram to measure the success of each social media post in your marketing campaign
  • Facebook ads library: Explore all ads running on Facebook and Instagram to understand what your competitors are upto and get ideas for enhancing your content strategies.
  • Sociality.io: Create in-depth content calendars, publish posts and track news about your brand.
  • Hypeauditor: Pick and choose the best influencers for your business by analyzing quality of audiences and engagement.
  • Analisa: Analyze your Instagram and TikTok content to understand your engagement rate, follower count and post performance.

Why should you conduct a social media audit?  

Although conducting a social media audit may seem like a long and drawn-out process, the insights will help you get the most out of your social media efforts and get greater engagement and conversions that impact your bottom line.

Here are some ways conducting social media audits can help you:

  • Allows you to keep a pulse on what people say about your brand and competitors.
  • Provides in-depth information on your current social media performance.
  • Helps identify opportunities to tap into a new market or target group.
  • Spotlights the engagement strategies of your competitors, so you can learn from them and engage your audience better.
  • It gives you actionable steps to up your social media marketing game and one-up your competitors to create a mark.

5 steps to conducting an effective social media audit

Now that you know the importance of conducting a social media audit let’s look at how to actually do it.

While there are multiple ways to conduct an audit, here’s a simple 5-step process you can follow to begin right away.

  • Analyze your current social media performance

While conducting a social media audit, your first order of business should be to create a comprehensive list of all the social media accounts you currently have on different channels. Dig deep into each profile and look for inconsistencies in brand voice, theme and style guide.

Note down these inconsistencies on a Google Sheet and share it with your creative team. Then, create a timeline to revamp your social channels’ overall look and feel.

Ideally, an optimized profile should have a relevant social media account name, brand logo as the profile picture, an optimized bio that tells users what you do, the products/services you offer and why they should follow you, along with a Call-to-Action (CTA). SkullCandy is a case in point.

5 Easy Steps To Running An Effective Social Media Audit |

The next step is to identify well-performing posts to understand their virality factor. This will help you understand what type of content works well with your audience.

Nearly 94% of marketers in the B2B space prefer using Linkedin to distribute their content. They leverage tools like LinkedIn Social Selling Index to measure the authority they gain through their Linkedin-driven sales strategies and identify improvement areas to optimize their strategy further for better performance.

Derive inspiration from competitors

Around 90% of Fortune 500 companies engage in competitive analysis. Studying your competition can help you zero in on your own company’s Unique Selling Proposition (USP).

Here are three sure-fire steps to conducting an effective competitive analysis:

Make a list of your top competitors 

Open Google Adwords Keyword Planner, and enter some keywords related to your business. The tool will show you where these keywords are ranking, along with their search volume. You can then enter these keywords in the Google search bar and understand which businesses are ranking the highest for them—these are your competitors.

Similarly, you can also enter your competitor’s website and understand which keywords rank higher on the search engine results page.

Analyze their current strategy 

Gather intel on your shortlisted competitors’ strategies, themes and content pillars by evaluating their active social media profiles. Use Twitter Lists to keep a close eye on what kind of content they’re tweeting, and sign up for their newsletters for more insight.

You can also ask yourself questions like:

  • What platforms are my competitors on?
  • How often do they post?
  • What is their engagement rate?
  • What are they missing out on that I can address to one-up them?
  • How can I provide a better social media experience to my audience?

Around 90% of Fortune 500 companies engage in competitive analysis. Click To Tweet

Use the insights to guide your implementation strategy 

After completing the analysis, draw up your action plan to act on your findings and optimize your social media channels to improve performance and engage with your audience better.

Zero in on suitable social media channels

The platforms you choose for your business entirely depend on your target group. For example, if your audience includes marketers and C-level or VP executives, it doesn’t make sense to focus your marketing efforts on Instagram—you’re likely to perform much better on a B2B platform like Linkedin or Twitter.

Another great way to understand which platform you should be on is to analyze how your audience interacts with your content. Do you get more likes on your Instagram reels, or do thought-leadership articles on Linkedin garner better attention?

Depending on your engagement, choose a few primary channels to focus your social media efforts on. In an IDC study, three out of four B2B buyers and eight out of 10 executive buyers in the survey relied on social media to make purchasing decisions.

5 Easy Steps To Running An Effective Social Media Audit |

Here are three platforms you can use if you have a B2B audience:


  • Perfect for posting company updates and keeping up with trends through Twitter hashtags.
  • Allows businesses to keep track of brand mentions and gain insights into customer pain points and brand perception.
  • Best to create bite-sized content under 280 characters that can quickly capture audience attention.


  • In B2B marketing, 80% of leads sourced through social media come from LinkedIn —making it an ideal platform to find new customers.
  • LinkedIn accounts for 46% of social media traffic to B2B websites, demonstrating its effectiveness in driving traffic to your website, and driving conversions and sign-ups.
  • 69% of social media users believe Linkedin is the best platform for authentic and high-quality content, contributing to brand credibility.

Nearly 94% of marketers in the B2B space prefer using Linkedin to distribute their content. Click To Tweet


  • Business decision-makers are 1.3x more likely to watch product demos on Facebook, making it an effective space to approach prospects and boost content engagement.
  • According to Meta, business decision-makers, your primary target audience as a B2B brand, spend 74% more time on Facebook when compared to other people on the platform.

5 Easy Steps To Running An Effective Social Media Audit |

Image source 

Identify opportunities from new social media platforms

The next step in your social media audit is to look for opportunities where you can establish your brand’s presence because there’s a huge world beyond Instagram and Facebook on platforms like Peanut and Caffeine.

For example, a women’s fashion brand would do well on Pinterest, given that the majority of the platform’s users are women. Similarly, Twitch and Discord are great options for gaming brands. Several businesses are also exploring audio platforms like Twitter Spaces and Clubhouse to engage in real-time audio conversations.

Here are some steps that can help you recognize new opportunities to establish your social media presence:

  • Refer to the list of shortlisted competitors from your competitor analysis.
  • Check out the websites to understand which platforms they’re on.
  • Make a list of all new platforms and identify if your audience is active on them.
  • Conduct in-depth research about each platform’s user demographics and content types.
  • Create a list of pros and cons to understand which platform is right for you.

If the pros of a particular platform outweigh the cons, create an account on it and analyze the performance of your posts to see whether marketing on this platform is worth your time and effort. Use analytics to validate your decision to be present on a platform and tweak your strategy accordingly for better performance.

Create an implementation plan

Now that you know which social media platforms your brand should focus on, begin creating and tailoring content for each one of them. Your Lifestyle Business has an easy 5-step system for this:

Step 1: Identify the purpose of your content. Do you want to build brand awareness, trust boost sales, drive traffic to your website or improve customer loyalty? Tailor your overarching content pillars based on the answer to this question.

Step 2: Use the pillar and cluster technique to organize your social media content into specific topics areas and create topic clusters. For instance, if you’ve chosen “social media marketing” as a content pillar, you can divide it into more specific topics like social media analytics, influencer marketing and paid ad campaigns.

Here’s an illustration of how SEMrush zeroed in on “SEO” as their content pillar and further divided it into smaller topic clusters:

5 Easy Steps To Running An Effective Social Media Audit |

Step 3: Write down ten questions per cluster. Create social media posts based on the answers to these questions. This will give you a content bank of around 50 pieces of social media content.

Step 4: Create a content calendar. Once the content is ready, you can schedule each post through a scheduling tool like Planable.

5 Easy Steps To Running An Effective Social Media Audit |

Step 5: Repurpose your posts to create a content bank that’s tailored to all the platforms you’ve identified in the previous steps.

For instance, Linkedin posts are often long and text-heavy, while Twitter posts contain snackable content. So, if you’ve created a content calendar for Linkedin, you can repurpose all of the posts by cutting down the fluff to retain key points and post them on Twitter as a thread. You can follow the same process and repurpose content for different platforms as well.

In B2B marketing, 80% of leads sourced through social media come from LinkedIn Click To Tweet

Track results over time

You can’t just conduct a social media audit once and call it a day. You need to constantly track your social media profiles to ensure you’re targeting the right set of audiences, creating content that works for you, and are on the right platform.

If you want to generate consistent ROI, you need to perform regular audits.

Here are a few steps to guide you through the process:

Step 1: Identify two or three SMART goals you want to achieve by your next audit. 

5 Easy Steps To Running An Effective Social Media Audit |
This means that whenever you’re creating goals for your social media strategy, make sure they are specific, measurable, attainable, relevant and time-bound.

Here’s an example:

  • Specific: Boost engagement on Twitter
  • Measurable: Get 10 comments, and 5 followers per post
  • Attainable: Attain 200 followers over 30 days with ads and sponsored posts
  • Relevant: Increase engagement rate by 5% to drive brand awareness
  • Time-bound: Achieve 10,000 post views in 30 days

Step 2: Choose relevant metrics to measure performance 

Start tracking your results (we suggest doing it every quarter). You can assess how social media is contributing to your larger business goals by tracking social media metrics like:

  • Sentiment analysis: Evaluate the overall perception of your brand, whether it’s positive, negative or neutral.
  • Brand-specific keywords: Understand which keywords work for you and keep updating them with changing trends.
  • Audience insights: Gather demographic data of your target group. Study their interests, preferred language, income level and unique interests..
  • Engagement rate: Analyze the number of reactions, comments, shares, and clicks on your social media posts during the specified period

Step 3: Create detailed reports to validate your strategy 

Develop in-depth reports of your social media performance for every quarter. For this, refer to the goals you set in the first step and see if you’ve succeeded in achieving them. If you haven’t, playback your social media strategy and identify loopholes, areas of improvement and weaknesses. Use data to understand why you couldn’t achieve your goals and optimize your strategy to get better results.

For example: if you wanted to gain 100 followers on Twitter in 30 days but could only manage 30 followers—look at your impressions per post, month-on-month growth in followers, and engagement. You can also use Twitter Analytics to see your high-performing posts and include more of such in your content strategy.

You can use these to change course and get a better outcome in the next quarter.


Conducting a social media audit may seem intimidating at first, but the process becomes intuitive after the first few cycles. With the right elements and a few SMART goals to back them up, you can boost your social media presence and ROI.

Always remember to keep looking for new platforms and trends to latch onto. After all, staying relevant is crucial in today’s changing business landscape.



Hide picture