I think we can all agree that social media is no longer optional – it is an important part of a modern marketing plan and businesses are increasingly relying on the benefits of connecting to the social platforms. If you really want to know how effective your social media is, you can get a social media audit so that you don’t end up spinning your wheels.

Many companies are spending valuable resources on social media efforts, but not seeing a good return on their investment. By having a social media audit done by a qualified social media professional, you’ll be able to see where the gaps are and how you can course-correct.

First of all, let’s discuss what a social media audit is. A social media audit will examine not only the metrics of your social accounts but also the content of your posts, as well as analyzing what your competitors and potential partners are doing.

Metrics Audit

Although the number of followers you have on a platform is important, it can also be meaningless if you have no engagement.

I did an audit recently for a large clothing retailer that had over 200K followers on Facebook. Sounds like a healthy number, right? Well, in their case, it was not so good. They had almost zero engagement. Some of the posts didn’t have any likes, and the ones that did only had a few. The only shares were from the CEO. There may have been 2 or 3 comments over a 6 month period.

Bigger is not necessarily better. I would rather have a smaller, highly engaged following than a large number of followers that don’t care about what I’m posting.

When I review the metrics for companies, I also look at the time of day that they typically post, how often and which posts have gotten the most engagement. I also look at who is engaging – the age, gender and where they are in the world.


You can post as much as you want, but if your posts don’t resonate with your audience, they will not engage with you. A social media audit can uncover the type of content that your followers will not only engage with, but will crave.

Successful social content tends to strike emotion in people. You do need to promote your business, but you can also make the posts fun and engaging. Assessing the current content will give clues as to whether people are interested in the subject matter. There are usually posts that are received better than others. By examining why these posts are more successful, you’ll be able to create more of the same type of content.

You can sell on social media, but be aware that not every post should be selling. The idea is to build relationships, educate and gain trust.

Competitive Analysis

What are your successful competitors doing? It’s a good idea to follow your competition on social media to see what they are up to. You don’t want to copy what they are doing, but take inspiration from their content and the way they engage with their followers. A good audit will also review competitors that are not doing well on social media. These accounts will give you an idea of what not to do.

This research will also include potential joint venture partners or companies that would be complementary to yours. You could be potentially supporting each other by sharing posts, etc.

Every company should go through a social media audit to make sure they are maximizing their efforts, creating raving fans and creating a community of loyal customers.

Debbie Peck Digital