Auditing Your Social Media Channels: Here’s What You Need to Consider

Managing and monitoring a range of social media channels can be a mammoth task and keeping them optimised and up to date even more of a struggle.

With social platforms, their features, functions and trends moving quicker than the speed of lights it’s no wonder small businesses feel overwhelmed with the idea of keeping on top of it all.

If you don’t have the budget or resources to get one of our team at Excalibur Press to do the audit for you and to work through your social m=channels and meticulously identify and fix anything that’s not optimised then it’s time to set some headspace aside to go through our list.

Conducting regular audits is essential for ensuring your digital marketing strategy remains effective and aligned with your marketing goals.

An audit involves a thorough review of your social media accounts, assessing everything from content performance to audience engagement.

Realistically, it’s crucial for staying ahead in the competitive digital landscape. It helps you understand what’s working, what isn’t, and where there’s room for improvement.

Remember, social media is an ever-changing environment, and what works today might not work tomorrow. Stay adaptable, be creative, and keep your audience’s preferences at the forefront of your strategy.

Here’s our top 40 things you need to consider when doing your social media audit:


1. Define Clear Objectives

Start by defining what you want to achieve with each social media platform. Your goals for Facebook might differ from those for LinkedIn or TikTok. Ensure these objectives align with your overall marketing strategy.

2. Analyse Your Audience Demographics

Each social media platform attracts a different audience demographic. Understanding who your audience is on each platform allows you to tailor your content and strategy accordingly.

3. Evaluate Profile Completeness and Consistency

Check if all your social media profiles are complete and consistent in branding. This includes profile pictures, bios, and contact information. Consistency helps in brand recognition across platforms.

4. Assess Content Quality and Variety

Review the quality and variety of your content. High-quality images and videos are crucial, especially on visually-centric platforms like Instagram and TikTok. Ensure there’s a good mix of informative, engaging, and promotional content.

5. Measure Engagement Rates

Engagement (likes, comments, shares) is a key metric. Platforms like Facebook and Instagram heavily rely on engagement to determine content visibility. Analyse which type of content generates the most interaction.

6. Examine Posting Frequency and Timing

Your posting frequency and timing can significantly impact your social media performance. Tools like Twitter Analytics can provide insights into when your audience is most active.

7. Monitor Hashtag Performance

Especially relevant on Instagram and Twitter, hashtags can extend your reach. Evaluate which hashtags have been most effective in bringing visibility to your posts.

8. Review the Performance of Paid Campaigns

If you’re running paid campaigns on platforms like Facebook or LinkedIn, analyse their performance. Look at metrics like click-through rates and conversion rates to gauge their effectiveness.

9. Analyse Follower Growth Trends

Look at the trends in your follower growth. Sudden spikes or drops can indicate the success of campaigns or content, or issues that need addressing.

10. Check for Consistency in Tone and Voice

Ensure that your brand’s tone and voice are consistent across all platforms, while also being tailored to each platform’s audience and style.

11. Assess Customer Interaction and Response Time

On platforms like Facebook and Google My Business, how quickly and effectively you respond to customer queries can impact your reputation. Assess your response times and the quality of interactions.

12. Evaluate the Use of Stories and Live Features

Platforms like Instagram, Facebook, and TikTok offer stories and live broadcasting features. Evaluate how effectively you’re using these to engage with your audience.

13. Review Integration with Other Marketing Channels

Check how well your social media efforts are integrated with other marketing channels like your website or email marketing. Seamless integration offers a cohesive user experience.

14. Identify Top-Performing Posts

Identify which posts have performed best on each platform. This can guide your future content strategy.

15. Monitor Competitor Activity

Regularly monitor what your competitors are doing on their social media channels. This can provide valuable insights and help identify gaps in your own strategy.

16. Check for Brand Mention

On platforms like Twitter and Instagram, check how often your brand is mentioned and in what context. This can provide insights into brand perception.

17. Review LinkedIn Company Page Engagement

For B2B companies, LinkedIn can be a goldmine. Review your company page’s engagement and the effectiveness of any published articles or shared content.

18. Utilise Analytics Tools

Use platform-specific tools like Instagram Insights or third-party tools to gain a deeper understanding of your social media performance.

19. Analyse the Effectiveness of Video Content

Particularly for platforms like TikTok and Instagram, assess the effectiveness of your video content. Are they generating engagement and conveying your message effectively?

20. Plan for Future Content and Campaigns

Based on your audit findings, plan your future content and campaigns. This should be an evolving strategy based on continuous learning and analytics.

21. Assess Accessibility and Inclusivity

Ensure your content is accessible to all audiences, including those with disabilities. This includes the use of alt-text for images, subtitles for videos, and considering color contrasts. Inclusivity and accessibility can broaden your audience and enhance brand perception.

22. Monitor Traffic Directed to Your Website

Use tools like Google Analytics to track how much traffic is directed to your website from your social media channels. This can indicate how effectively your social media strategy is driving online actions.

23. Evaluate Cross-Platform Content Performance

Compare how the same or similar content performs across different platforms. This can provide insights into the unique audience preferences on each platform and guide content adaptation.

24. Review Profile Security Measures

Regularly update security settings and check for any potential vulnerabilities. This is crucial for protecting your brand’s reputation and your audience’s data.

25. Analyse Engagement with Instagram Stories’ Features

On Instagram, assess how your audience interacts with features in your stories, such as polls, questions, or swipe-up links. These interactive elements can provide immediate feedback and increase engagement.

26. Check LinkedIn Analytics for Employee Advocacy

On LinkedIn, review how your employees engage with and share your content. Employee advocacy can significantly expand your reach and lend authenticity to your brand.

27. Evaluate the Impact of Influencer Collaborations

If you’ve engaged with influencers on platforms like Instagram or TikTok, assess the impact of these collaborations on your brand visibility and audience engagement.

28. Analyse Twitter Engagement Beyond Likes and Retweets

On Twitter, look beyond likes and retweets. Analyse the quality of conversations, mentions, and how your content contributes to thought leadership in your industry.

29. Assess the Effectiveness of Profile Customisation on Facebook

On Facebook, evaluate how custom features like pinned posts, call-to-action buttons, and custom tabs are working to engage your audience and guide them to take desired actions.

30. Leverage TikTok for Trend Participation

On TikTok, assess how effectively you are tapping into current trends or challenges. Participating in these can significantly increase your visibility and engagement with a broader audience.

31. Review Google My Business Insights for Local Engagement

For businesses with a physical presence, review your Google My Business insights to understand how you’re performing in local search and engagement.

32. Scrutinize the Quality of User-Generated Content

On platforms where user-generated content plays a significant role, assess the quality and brand alignment of such content. Encourage and share high-quality user contributions that align with your brand values.

33. Identify Gaps in Your Content Calendar

Review your content calendar for any gaps in your posting schedule or content types. A consistent and varied content calendar is key to keeping your audience engaged.

34. Evaluate the Role of Humour and Entertainment in Your Strategy

Assess how elements of humour or entertainment are received by your audience. While these can significantly increase engagement, they should align well with your brand tone and audience expectations.

35. Consider the Global Reach of Your Content

If your brand caters to a global audience, assess how your content resonates across different cultures and regions. This can guide the creation of more universally appealing content.

36. Monitor Changes in Platform Algorithms

Stay updated with changes in social media algorithms and assess how these changes affect your content visibility and engagement. Adapting to algorithm changes is crucial for maintaining your social media presence.

37. Review the Use of Social Media for Customer Service

Evaluate how effectively you are using social media as a customer service tool. Timely and helpful responses can enhance customer satisfaction and brand loyalty.

38. Assess the Integration of Augmented Reality Features

On platforms like Instagram, assess how you’re utilizing augmented reality features like filters. These can offer unique engagement opportunities and creative ways to showcase your products or services.

39. Evaluate Your Crisis Management on Social Media

Review how your brand handles crises or negative feedback on social media. Effective crisis management is crucial for maintaining your brand’s reputation.

40. Plan for Long-Term Social Media Goals

Based on your audit, set long-term goals for your social media presence. This ensures that your social media strategy aligns with your broader business objectives and evolves with industry trends.

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