Social Media Audit

A social media audit establishes what a brand is doing across platforms and whether that work supports its goals. Start with an inventory of official accounts, access owners, profile details, and brand consistency. Then review content themes, publishing frequency, engagement quality, traffic referrals, audience growth, response practices, and available conversions over a clearly stated time period.

An audit should distinguish metrics that platforms define differently. A “view” on one service may not be comparable to a “view” on another, and organic reach should not be mixed with paid delivery without labeling. Evaluate both strong examples and weak results, then document a limited list of actions with owners and measurement dates. Check whether former employees still have access and whether customer questions receive useful responses.

This is an assessment method, not a promise that a particular posting schedule or hashtag set will boost reach. An audit can recommend better attribution, more accessible video captions, or content aligned with customer questions, but experiments are needed to establish effects. The scope is broader than content performance alone because it includes account governance and operational risk.