The right way to Run an Simple Social Media Audit (Free Template Included)


Social media advertising and marketing is all enjoyable and video games till it’s time to measure your outcomes, proper? Haven’t any concern: A social media audit is your enterprise BFF.

A social media audit will not be as scary because it sounds. Auditing your social media presence helps you perceive what’s occurring throughout all of your platforms and the way each matches into your advertising and marketing objectives. And with a easy template, it’s not a labor attentive or difficult course of.

This publish explains how one can conduct an efficient social media audit from begin to end. We also have a helpful (and free) social media audit template to make it tremendous simple.

What’s a social media audit?

A social media audit is a listing of your present social accounts that measures the progress of your advertising and marketing objectives. It identifies your strengths, weaknesses, and the following steps wanted to enhance your outcomes going ahead.

A social media audit will go away you with a complete technique for all of your social channels and the knowledge it’s essential to optimize your social media advertising and marketing. You’ll know:

  • Your best platforms,
  • What your viewers needs to see on every community,
  • Who your viewers is (demographics and extra),
  • What’s serving to develop your viewers (and what’s not),
  • How every platform contributes to your objectives,
  • Which new concepts will aid you develop,
  • And the place to focus your consideration subsequent.

The right way to carry out a social media audit

Should you’re prepared to begin now, obtain the free social media audit template above and comply with alongside.

1. Create a listing of all of your social media accounts

You could assume all of your social accounts off the highest of your head however likelihood is, you’re forgetting one or two. Begin by itemizing all of your social media profiles, together with any inactive ones.

Don’t depend on firm data to uncover all these accounts. What if one other division determined to begin a separate account with out telling anybody? The one method to know is to do some digging.

The place to search out this information:

  • Search every social community. Search every main social community instantly to your model and product names to see for those who uncover any sudden accounts, like outdated check accounts. Whoops.

Instagram list of Hootsuite social media accounts

Then, make a plan to take care of any troublesome accounts you’ve discovered. Outdated check ones your organization has created in all probability gained’t be too laborious to do away with (or change to personal settings), though it might be a ache to search out outdated login information.

For imposter accounts or others infringing your copyrighted materials, it’s seemingly the authorized division will probably be coping with that as a substitute of you. Nonetheless, write down the steps wanted to deal with each. For some it may very well be so simple as contacting the faux account homeowners, or reporting the account to the social community it’s on.

When you’re certain you’ve tracked down all related accounts, arrange a social media monitoring program to observe for brand spanking new impostors which will pop up sooner or later.

Along with the accounts you’ve, take into consideration those you don’t. Are there social platforms you don’t have a presence on? Must you begin making TikTok dances? (Ought to anybody?) What about Nextdoor? Or Byte?

You don’t must be on each community, however an audit is an effective time so as to add new concepts to your social technique for the long run. Should you’re uncertain, on the very least reserve your enterprise username on new platforms so nobody beats you to it.

2. Consider every account for model integrity

Look by way of every profile to make sure they’re all constant together with your present model type pointers. This contains your profile and banner photographs, hashtags, copy and phrases, model voice, URLs, and extra.

Listed here are the important thing areas to guage for every social account:

Hootsuite Digital 2022 profile and cover images

  • Profile/bio textual content. You have got restricted house to work with when making a social media bio, so it’s necessary to benefit from it. Are all fields stuffed in precisely? Does the copy in your “about” part match your tone and voice pointers?
  • Username. Are you utilizing the identical username throughout all social channels? It’s a good suggestion to take action for those who can. After all, you could have multiple account per community in the event that they serve totally different functions. (For instance, our Twitter accounts @Hootsuite and @Hootsuite_Help.)
  • Hyperlinks. Does the URL in your profile go to the proper web site or touchdown web page?
  • Pinned posts (if relevant). Consider your pinned posts to make sure they’re nonetheless acceptable and up-to-date.
  • Verification. Is your account verified with a blue test mark badge? If not, do you have to attempt? We now have guides on precisely how one can get verified on Instagram, Twitter, and Fb if that is one thing you wish to pursue.

3. Establish your top-performing social media content material

For every social profile, listing your prime 5 posts. Copy the publish hyperlinks into your social media audit template so you may simply evaluate them later.

What makes a “top-performing publish?” We recommend rating them by engagement price to search out the content material your viewers resonates with most. Nonetheless, chances are you’ll wish to select a special key metric to deal with, like hyperlink clicks or conversions.

Look by way of your prime posts for patterns. Within the paraphrased phrases of Snoop Dogg, hold your thoughts in your metric (and your metric in your thoughts) and ask your self:

  • What’s getting you the response you need? Picture posts? Movies? Feed, Tales, or Reels?
  • What has the very best engagement: Candid, behind the scenes content material or polished and professional posts?
  • Are folks responding in the identical methods throughout all networks, or is a sure kind of content material simpler on one platform than others?
  • Do folks have interaction together with your posts for those who ask a query?
  • Are your prime posts aligned together with your present model voice? (If not, and so they’re performing nicely, possibly it’s time to re-evaluate that voice.)

Use the notes column of your audit doc to file your ideas. We’ll come again to those notes later within the audit course of to brainstorm new social advertising and marketing methods.

The place to search out this information:

You should utilize the built-in analytics instruments for every social community to kind and discover your prime posts for the important thing metric you’ve chosen. Unsure how? We now have full guides to utilizing all of them:

However maintain up: That would take endlessly. Make life simpler and use Hootsuite Analytics to search out the highest posts for all of your social accounts in a single place with just some clicks.

Hootsuite Analytics delivers useful insights to tell your social technique, each throughout this audit and on a regular basis:

4. Consider every channel’s efficiency

Now it’s time to take a ten,000ft view of every of your social accounts. This step evaluates how every social channel contributes to your general advertising and marketing objectives.

Should you haven’t already created a mission assertion and some key objectives for every social account, now’s the time.

A number of accounts could have comparable objectives, equivalent to driving net site visitors and conversions. Others could also be solely for customer support functions or model consciousness. For instance, our YouTube account is all about product training, however our @Hootsuite_Help Twitter account is just for tech help:

Hootsuite Helpers Twitter account homepage

For every channel, listing out its objective(s) and observe your progress towards them. For measurable objectives like site visitors or conversions, write down the precise numbers.

What number of web site visits got here from Instagram? What number of gross sales got here from Fb Web page guests? If the objective is customer support, write down your CSAT rating and see if it’s enhancing over time. Be particular.

For objectives with out quantifiable information, file supporting proof. In case your Fb account is for model consciousness, has your following grown? Have you ever elevated your natural or paid attain?

The purpose right here is to grasp the aim of every of your social channels and measure their effectiveness.

The place to search out this information:

Discovering related info will rely on the objectives you set for every channel. For customer support or model consciousness objectives, utilizing social listening instruments offers you information from actual clients.

For site visitors or conversion objectives, most of this info is in Google Analytics. You possibly can view the site visitors breakdown by channel (plus much more info) by going to Acquisition -> Social -> Community Referrals.

Hootsuite Analytics traffic breakdown by channel

Monitoring conversions from social media isn’t an actual science, although it’s simpler on some channels than others. You’ll have to arrange Meta Pixel (previously Fb Pixel) to trace Fb conversion information, for instance, and plenty of networks have their very own monitoring codes. Many e-commerce platforms even have built-in social channel monitoring.

As soon as once more, you can also make your life a lot simpler by utilizing Hootsuite Analytics for this, too. Right here’s a fast overview of the way it works, together with how one can observe conversions effectively with repeatable experiences you may run in just a few seconds:

5. Monitor your social media audit outcomes over time

Doing this audit is nice, however what’s going to make it tremendous efficient? Finishing social media audits at common intervals and evaluating the outcomes over time.

Consistency ain’t fancy, however it works.

Resolve how typically you’ll full an audit: Month-to-month? Quarterly? Stick with it and every time you do one, evaluate your social media metrics and insights to the earlier time interval. Over time, this lets you reduce off what’s not working, double down on what’s, and spot uncommon variations or points shortly.

Make sure to embrace your return on funding metrics, too. It is a easy determine that compares what you’ve put into your social media advertising and marketing (cash, time, tears) to what you’ve gotten out of it (followers, conversions, gross sales, and many others). We now have a free ROI calculator to make that math simple.

The place to search out this information:

Maintain it easy by storing all of your social media audit paperwork in a single place so you may simply evaluate historic data.

Or—and what I’m gonna say right here proper?—make it even simpler by utilizing a instrument to measure efficiency throughout social media channels from a single dashboard. View per-platform or general efficiency for any time interval and get personalised finest occasions to publish primarily based in your objectives with Hootsuite Analytics and Impression.

Hootsuite Analytics mixed overview dashboard

Plus, you may calculate the ROI of your natural and paid content material throughout all platforms in a single place. With Hootsuite Social Promoting, you may arrange and run Fb, Instagram, and LinkedIn advert campaigns inside Hootsuite, in addition to perceive the complete influence of your marketing campaign by measuring each natural and paid outcomes collectively. Actual-time ROI information means you can also make higher choices to optimize present campaigns, and be taught what to repeat subsequent time.

6. Perceive your viewers on every platform

Now that you understand how every account helps help and develop your model, it’s necessary to grasp who you’re reaching on every platform.

Viewers demographics are a great place to begin. For instance, Instagram will get lots of consideration for its ecommerce options, however shoppers truly spend probably the most cash on TikTok. Fb is the preferred platform for folks 35-44, however YouTube is the place to be for the 18-25 group.

Whereas your viewers could differ from the norm, we’ve compiled all the highest demographic information for every social community to get you began:

Study the demographics of your distinctive viewers on every platform and use that, together with the forms of content material they like, to create purchaser personas. Don’t fear, we’ve obtained a free purchaser persona template to make that simple for you, too.

The place to search out this information:

Like the opposite metrics we’ve talked about, yow will discover demographic info inside every platform’s reporting, or far more simply with the all-in-one viewers reporting in Hootsuite Insights.

7. Take motion: Replace your social media advertising and marketing technique

Now that your objectives and present efficiency for every platform, take into consideration methods to enhance. Revisit your notes from earlier steps as you propose the following month or quarter forward.

A couple of inquiries to ask your self:

  • Which platforms are driving probably the most outcomes?
  • Are there any new social media platforms try to be utilizing?
  • Are you neglecting any platforms? Do you even want them, or would it not be a greater use of your time to ditch them and focus in your higher-performing ones?
  • What content material varieties are working finest proper now? How will you make extra of this?

Take into consideration new content material and marketing campaign concepts, constructing off what you discovered out of your prime content material in step three. If video is an enormous hit, write down a selected technique to work extra of it into your advertising and marketing. That may very well be, “Publish 3 new Instagram Reels per week,” or, “Repurpose present longform video into brief, 15-second clips for social media.”

These choices don’t must be endlessly. Profitable advertising and marketing will depend on working assessments and experiments to search out what works to your viewers. Don’t be afraid to take dangers. Your common social media audits will let for those who’re heading in the right direction or have to go a special route.

For every new technique and concept, write it down in your advertising and marketing plan. (Don’t have one but? We gotcha with yet one more superior template: this free social media advertising and marketing plan doc.) Your advertising and marketing technique is a dwelling doc: Maintain it present.

The place to search out this information:

Your mind! Use all the info you’ve collected to this point to generate new concepts. Have your objectives for every platform in entrance of you with the intention to join your up to date advertising and marketing plan to them. Bear in mind to let others know whenever you’ve up to date the advertising and marketing plan so everyone seems to be on the identical web page.

8. Centralize account possession

Final however not least to your social media audit, select an “proprietor” for every social platform.

This may very well be an individual or staff inside your organization. Their job is to make sure that account stays on model and up-to-date in between social media audits. They’ll even be the particular person so as to add new contributors to the account and handle any passwords or app connections wanted.

Or, centrally account entry with a social media administration instrument like Hootsuite. You gained’t have to offer out passwords to everybody (or reset 400 forgotten ones per day), and Hootsuite ensures your accounts keep safe with solely the proper folks having entry.

9. Schedule your subsequent audit (and the following one, and the…)

Schedule your social media audits prematurely in order that they get finished. Stick with an everyday schedule. Quarterly works nicely for many corporations, though for those who run lots of campaigns or channels, chances are you’ll wish to test in month-to-month.

Common audits join your staff’s day-to-day advertising and marketing work together with your firm objectives. Over time, you’ll refine your social technique and learn to finest join together with your viewers.

Free social media audit template

One of the best ways to maintain observe of your social media audit info (and all the things in life) is to make use of a spreadsheet.

social media audit Excel template

We’ve created a ready-to-use social media audit template for you. Obtain it above, or make your individual with the next fields:

Account particulars:

  • your username
  • hyperlink to your profile
  • about/bio textual content for the account
  • any hashtags that seem in your bio or that you simply’ll commonly use
  • URL to make use of in your bio
  • whether or not your account is verified or not
  • inside particular person or staff chargeable for managing the account (also referred to as the “proprietor”—for instance, the social advertising and marketing staff)
  • mission assertion for the account (for instance: “To advertise firm tradition utilizing worker pictures,” or, “To supply customer support.”)
  • particulars of the present pinned publish (if relevant)
  • date of the newest publish (that can assist you determine underused/deserted accounts)

Efficiency particulars:

  • whole variety of posts printed
  • whole engagement numbers: Engagement price, click-through price, views, feedback, shares, and many others
  • change in engagement price vs. your final audit
  • the highest 5 posts for every platform by engagement price (or the important thing metric you’ve chosen)
  • your marketing campaign ROI (optionally available, for those who run paid advertisements)

Viewers particulars:

  • demographics and purchaser personas
  • follower rely (and alter +/- vs. your final audit)


  • 2-3 S.M.A.R.T. objectives you wish to obtain by your subsequent audit
  • whether or not you met the objectives you set for this audit, or modified course (and why)

Now all the things it’s essential to conduct your individual social media audit. Go forth and analyze!

Save time by managing all of your accounts in a single place with Hootsuite. Plan content material and campaigns, schedule posts, handle conversations, and see all of your analytics and ROI information with fast, automated experiences. Energy up your social advertising and marketing immediately.

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Do it higher with Hootsuite, the all-in-one social media toolkit. Keep up to the mark, develop, and beat the competitors.


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