Social Media Audit

You’re posting. But is it doing anything for your business?

Likes, followers, and reach can tell you what happened on social media. They don’t always tell you whether your social presence is reaching the right people, supporting your brand, or contributing to the bigger picture.

I’ll review your platforms, content, audience, engagement, consistency, positioning, and performance to figure out what’s working, what’s falling flat, and where your effort is best spent.

Independent analysis. Clear priorities. No social media management pitch.

Social Media Audit

Posting consistently isn’t the same as having a strategy.

Your team can publish three times a week, follow the content calendar, and watch engagement grow without knowing whether any of it is helping the business.

Maybe you’re spending hours creating content that reaches the wrong audience. Maybe one type of post consistently works while most of your effort goes somewhere else. Maybe you’re trying to maintain a presence on five platforms when only two really make sense.

Or maybe social media is doing exactly what you need it to do—you just haven’t had a clear way to evaluate it.

The goal isn’t to tell you to post more. It’s to understand what role social media should play for your business and whether your current strategy is actually supporting it.

What I Review

More engagement isn’t always the answer.

Social media performance needs context.

A post getting 10,000 views might be valuable.

Or it might not matter at all.

The same goes for followers, likes, comments, shares, reach, impressions, and almost every other metric available inside a social platform.

What matters depends on what you’re asking social media to do.

For one business, that might be building awareness in a local market.

For another, it’s staying visible to existing customers.

For another, it’s driving qualified traffic to the website.

And sometimes social media simply isn’t the channel that deserves more of your marketing resources right now.

I’m not looking for the biggest number. I’m looking for evidence that your social presence is doing a useful job for the business.

Platform Presence + Positioning

Are you showing up in the right places, in the right way?

I’ll review your active platforms, profiles, bios, branding, calls-to-action, links, and overall positioning to see whether your presence clearly represents the business and supports what you’re trying to accomplish.

Content Strategy + Performance

What are you posting—and what’s actually connecting?

I’ll evaluate content themes, formats, frequency, messaging, creative, and performance patterns to understand what’s resonating, what’s being overlooked, and where your content strategy may need more direction.

Audience + Engagement

Are the right people actually paying attention?

I’ll look beyond follower count to evaluate audience growth, engagement patterns, audience characteristics, and the quality of interactions to determine whether you’re building an audience that’s relevant to the business.

Channel Strategy

Does every platform you’re using have a reason to be there?

I’ll evaluate how each social channel fits your audience, resources, goals, and broader marketing strategy to determine where your effort makes sense—and where you may be spreading yourself too thin.

Competitive Positioning

How are other businesses competing for the same attention?

I’ll review relevant competitors and the broader category to understand how they’re showing up, what they’re talking about, which formats they’re using, and where there may be opportunities to differentiate.

Measurement + Business Alignment

Are you measuring what actually matters?

I’ll evaluate the metrics being used to judge social performance and how well they connect to your goals, website activity, leads, conversions, or other meaningful business outcomes where reliable data is available.

When a Social Media Audit Makes Sense

You don’t need an audit because your last post didn’t perform well.

  • You’re posting consistently but aren’t sure what social media is actually contributing.
  • Engagement has stalled or declined and you don’t know why.
  • You’re investing significant time or money into content without a clear strategy.
  • You’re active on several platforms and aren’t sure which ones deserve your attention.
  • Your content looks good, but performance doesn’t seem to follow.
  • You’re gaining followers, but they don’t seem like the people your business actually needs to reach.
  • Your agency or internal team sends reports, but you’re not sure what the numbers mean for the business.
  • Competitors seem to have a stronger social presence and you want to understand why.
  • Your social strategy hasn’t changed in a long time.
  • You want an independent assessment before investing more into content or social media management.

What You’ll Walk Away With

Not a recommendation to start posting twice as much.

You’ll receive an independent assessment of what your social presence is doing, what the evidence suggests, and where I believe your attention is best spent.

  • Executive Summary:The social media findings that matter most and what they mean for the business.

  • Detailed Social Media Findings: What’s working, what’s underperforming, strategic gaps, platform-specific findings, and opportunities identified during the review.

  • Prioritized Recommendations: Clear recommendations organized by importance rather than a giant list of social media best practices.

  • 90-Day Focus: A practical roadmap for what deserves attention over approximately the next three months.

  • Final Audit Report: A report you can keep or hand directly to your existing social media manager, agency, internal team, or another provider.

  • Audit Review Meeting: A one-on-one walkthrough of the findings, recommendations, and your questions.

You probably don’t need to be everywhere.

Every platform should have a job.

Facebook. Instagram. LinkedIn. TikTok. YouTube. Pinterest. X.

Having an account doesn’t mean you need an active strategy for every one of them.

I’ll look at where your audience is, how each platform is currently performing, what you’re trying to accomplish, and the resources required to maintain the presence well.

That means asking:

  • Audience — Are the people you actually want to reach using this platform?
  • Purpose — What role is the platform supposed to play in your marketing?
  • Content fit — Does the content you’re able to create make sense for how people use the platform?
  • Performance — Is there evidence that your effort here is producing something useful?
  • Resources — Is maintaining this channel worth the time, budget, or outside support it requires?
  • Opportunity cost — Could those resources be doing more somewhere else?
Social Media Audit

FAQ

Clarity starts with knowing what to expect.

A social media audit is a structured review of your business’s presence and performance across social platforms. Full Audit’s review looks at areas such as profiles, content, audience, engagement, platform strategy, competitive positioning, performance, and alignment with your broader business goals.

The audit can include the platforms relevant to your business, such as Facebook, Instagram, LinkedIn, TikTok, YouTube, Pinterest, or other active channels. The exact scope will be determined before the audit begins.

No. Part of the audit is determining whether the platforms you’re currently using make sense for your business. Being active on more platforms isn’t automatically better.

No. Full Audit provides independent analysis and recommendations rather than ongoing content creation or social media management. Your recommendations can be implemented by your existing agency, social media manager, internal team, or another provider.

The Social Media Audit primarily focuses on organic social media. Paid activity may be considered where it affects the overall analysis, but a deeper review of paid campaigns belongs within the Advertising Audit.

Then that belongs in the findings. The goal isn’t to manufacture problems; it’s to give you an independent assessment of where your social media stands and what, if anything, deserves attention.

Your Social Media Should Have a Reason for Being There

Find out what’s working, what’s worth your time, and where your attention is better spent.