Social Media Audit

Social media continues to rise in popularity for brands of all kinds. Whether you’re on Facebook, Instagram, LinkedIn, or Pinterest, maintaining a cohesive presence across platforms is crucial. That’s where a social media audit comes in.

It's important to regularly conduct social media audits, either channel by channel or holistically, to help brands assess their digital presence, uncover opportunities, and refine strategy.

Ready to audit your own channels? Let’s break it down.

What is a social media audit?

A social media audit is a review of your accounts, performance, branding, and audience insights across platforms. Audits help you see what’s working, what’s not, and where to optimize. It’s especially helpful when:

• You're launching a new campaign
• You're rebranding 
• You've taken over a new role, like Social Media Manager 
• You're evaluating your marketing strategy and ROI 
  
  

STEP 1: sTART YOUR AUDIT DOCUMENT AND GATHER INFO

When conducting your audit, you will be examining various accounts and noting vital information on each, so step one is determining where you’ll be storing your findings. We recommend using a spreadsheet to stay organized. 

First time? No worries, we’ll walk you through it.

After you’ve determined your method of collection, find all of your accounts and start the breakdown. In some instances, it is good to complete a few searches for duplicate & fake accounts. For the first segment of information, you’ll need to collect:

• Purpose statement for each account 
• Profile name and @handle (e.g GROWL Agency, @growlagency) 
• Direct URL to each account 
• Follower count 
• Posting frequency 
• Access details 

Want to dig deeper? Consider adding: 

• Audience demographics
• Top 3-5 metrics per channel (engagement rate, impressions, etc.) 
• Top-performing posts and how they align with your brand goals
  
  

STEP 2: Verify YOUR Branding

A key to successful social media marketing has consistent, cohesive, and current branding. The last thing you want is for users to be uncertain if they’re following the right you on each platform. Think about it, you want your followership matched across platforms, and this can’t be achieved if things don’t look similar and if a user questions: Is this @growl Twitter the same as @growlagency Instagram?

To verify your branding, you’ll need to look at the following:

• Are all @handles and profile names consistent? 
• Are brand colors accurate and up to date? 
• Are profile and header images sized correctly and on-brand?
• Is the logo usage consistent across platforms? 
• Are your bios/about sections telling the same story?
  
  

STEP 3: Evaluate & PLAN NEXT STEPS

With all your findings in hand, it's time to analyze and act. We recommend performing a simple SWOT analysis—looking at strengths, weaknesses, opportunities, and threats—for each platform.

Here are key areas to focus on:

• Handles and Branding: Consistency is key. Unify your naming conventions across channels.
• Followership: Where is your audience most engaged? Are there platforms you can let go of?
• Platform Relevance: Focus on channels that support your goals. Not every brand needs to be on every platform.
• Account Ownership: Transition all accounts to a centralized company email and shared password system. Don’t risk losing access if an employee leaves.
• Growth Opportunities: Explore platforms you’re not using yet. Could TikTok or LinkedIn benefit your brand? If so, set up a profile, align branding, and start sharing.
  
  

Start your social media audit TODAY

A quick audit can offer big insights. Use our checklist above to guide your process—or let our team handle it for you.