How to Do a Social Media Audit: Complete Guide for 2025

Your social media isn't working as well as it should? Time for an audit. Here's exactly how to review your accounts, spot what's broken, and fix it fast.

What Is a Social Media Audit?

Simple answer: A systematic review of all your social media accounts to see what's working, what's not, and what needs to change.

Why you need one:

• 🎯 Find your winners - Which content gets the most engagement?
• 🚫 Stop what's not working - Why waste time on dead content?
• 📈 Boost performance - Focus efforts where they actually pay off
• ⏰ Save time - No more posting random stuff and hoping

Step 1: Gather All Your Accounts (5 minutes)

First, find everything:

• Current active accounts
• Old abandoned accounts
• Accounts you forgot about
• Any fake accounts using your brand name

Quick checklist:

• Instagram (personal + business?)
• Facebook (page + personal?)
• Twitter/X
• LinkedIn (personal + company?)
• TikTok
• YouTube
• Pinterest

Pro tip: Google your business name + each platform to find everything.

Step 2: Document What You Have (10 minutes)

For each account, note:

• Username and URL
• Follower count
• Last post date
• Account type (business vs personal)
• Bio/description quality
• Profile photo and banner

Quick spreadsheet: Platform | Username | Followers | Last Post | Bio Grade (A-F)

Red flags to mark:

• Inactive for 3+ months
• Mismatched branding
• Broken profile links
• Unprofessional profile photos

Step 3: Analyze Your Best Content (15 minutes)

Look at your top 10 posts from each platform:

• Highest likes/reactions
• Most comments
• Most shares
• Best overall engagement

What patterns do you see?

• Content type: Videos vs photos vs text?
• Topics: What subjects get the most response?
• Posting time: When did your best posts go live?
• Hashtags: Which ones appear on your top posts?
• Tone: Professional, casual, funny, inspirational?

Step 4: Check Your Profile Optimization (10 minutes)

Rate each profile (A-F) on:

Bio/Description:

• Clear what you do?
• Call-to-action included?
• Contact info easy to find?
• Keywords for your industry?

Visuals:

• Professional profile photo?
• Branded cover photo?
• Consistent colors and style?

Links:

• Working website link?
• Link to current promotions?
• Easy way to contact you?

Step 5: Review Your Posting Consistency (10 minutes)

Check the last 3 months:

• How often did you post?
• Were there long gaps?
• Do you post at the same times?
• Quality consistent or all over the place?

Benchmark for most businesses:

• Instagram: 3-5 posts per week
• Facebook: 3-5 posts per week
• LinkedIn: 2-3 posts per week
• Twitter: 3-5 posts per week

Step 6: Analyze Your Audience (10 minutes)

Use each platform's native analytics:

• Instagram: Insights tab
• Facebook: Page Insights
• LinkedIn: Analytics tab
• Twitter: Twitter Analytics

Key metrics to check:

• Who follows you? (age, location, interests)
• When are they most active?
• What content do they engage with most?
• Are you reaching the right people?

Free Tools to Support Your Audit

While doing your social media audit, these free tools can provide additional insights:

• Social Media Analytics Tool - Calculate engagement rates and track performance metrics
• Engagement Calculator - Measure your content performance
• Content Calendar Generator - Plan consistent posting based on audit findings
• Hashtag Generator - Find better hashtags based on your best-performing content

Quick Action Plan Template

Based on your audit, create a simple action plan:

Fix immediately:

• Update all profile photos and bios
• Delete or clean up unprofessional posts
• Add proper links to all profiles
• Claim/delete any fake accounts

This month:

• Create more of your best-performing content type
• Post consistently at optimal times
• Engage with your audience daily
• Use hashtags from your top posts

Next 3 months:

• Focus on platforms where you get best results
• Consider closing accounts that don't work
• Create content calendar based on what works
• Track metrics monthly

Red Flags That Need Immediate Attention

Account security:

• Passwords not updated in 6+ months
• No two-factor authentication
• Old team members still have access

Brand consistency:

• Different usernames across platforms
• Outdated logos or photos
• Mixed business/personal content

Content problems:

• Posts with negative comments left unaddressed
• Broken links in bio or posts
• Spelling errors or poor grammar

The Bottom Line

A social media audit doesn't need to take all day. Spend 1 hour going through your accounts systematically, then focus your efforts on what's actually working.

Quick wins: Update all your bios, delete bad content, and start posting consistently.

Long-term: Double down on platforms and content types that drive real results for your business.

Remember: It's better to do well on 2-3 platforms than to be mediocre on 7. Focus your energy where you see real engagement and business results!