In this article · 12 sections
- Step 1: List every account
- Step 2: Check profile consistency
- Step 3: Review content performance
- Step 4: Check consistency
- Step 5: Engagement and response time
- Step 6: Audience
- Step 7: Ads
- Step 8: Security
- Step 9: Competitors
- Step 10: Write a 3-point action plan
- Frequently asked questions
- How often should I audit social media?
- Which metric matters most?
- Conclusion
If you've been posting for months without clear results, it's time for a social media audit. It takes an afternoon and tells you what's actually working.
Step 1: List every account
Instagram, Facebook, YouTube, LinkedIn, X, Pinterest, WhatsApp Business. Include old accounts you forgot about. Delete or merge duplicates so customers don't find a dead page.
Step 2: Check profile consistency
- Same name, logo and description on every platform
- Correct phone, WhatsApp, website and address
- Current hours and offers
- Working links
Step 3: Review content performance
Look at the last 90 days and list your top 10 and bottom 10 posts by:
- Reach
- Saves and shares
- Profile visits and link clicks
- Messages received
Ask: what do the top posts have in common? Format, topic, length, people, time?
Step 4: Check consistency
How many posts per week did you actually publish? Long gaps hurt reach. Choose a rhythm you can keep. See social media content pillars.
Step 5: Engagement and response time
- Are comments answered?
- How long do DMs wait for a reply?
- Are negative comments handled politely?
See handling negative comments.
Step 6: Audience
Check age, gender and location. Is your audience actually in the area you serve? If not, adjust content and use local tags.
Step 7: Ads
If you run ads, compare cost per message or lead over time. Pause ads with high cost and no enquiries.
Step 8: Security
- Two-factor authentication on
- Only current staff and agencies have access
- Recovery email and phone up to date
Step 9: Competitors
Look at 3 local competitors. What do they post that gets engagement? What are customers asking them?
Step 10: Write a 3-point action plan
For example:
- Post 3 Reels a week on our top-performing topic
- Reply to all messages within 2 hours
- Stop posting generic quotes; replace with work photos
Frequently asked questions
How often should I audit social media?
Every three months is enough for most small businesses.
Which metric matters most?
Messages, calls and bookings that come from social media, not likes or followers.
Conclusion
A quarterly social media audit keeps your effort focused on what brings customers.
Want a professional audit? Joboo Web can help.
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