Social Media Audit Checklist

Confirm your business name is accurate and consistent across platforms.

Use a recognizable, high-quality profile image or company logo.

Make sure usernames and handles are consistent wherever possible.

Write a clear bio that explains what the business does and who it serves.

Include important products, services, specialties, or topics naturally in profile descriptions.

Add the correct website, landing page, booking page, or other primary conversion link.

Complete all available business information, including location, contact details, category, hours, and action buttons where relevant.

Use consistent logos, brand colors, typography, and visual elements across platforms.

Make sure profile photos and cover images are properly sized for each platform.

Maintain a recognizable visual identity without making every post look identical.

Review graphics for readability on mobile devices.

Use high-quality photography, video, graphics, and other creative assets.

Remove or update outdated promotional graphics, branding, offers, and pinned content.

Make sure your social media appearance matches the current website and overall brand identity.

Define clear content themes or pillars based on audience interests and business goals.

Maintain a healthy mix of educational, promotional, informational, entertaining, and trust-building content.

Create original content rather than relying heavily on generic stock graphics or reposts.

Make the opening line, headline, or first few seconds strong enough to earn attention.

Provide a clear takeaway, insight, answer, or benefit in each important post.

Adapt content to the format and audience of each social platform instead of posting everything identically.

Review older high-performing content for topics that can be updated, expanded, or repurposed.

Review whether posting frequency is consistent enough to maintain an active presence.

Identify days and times when your audience is most active based on platform analytics.

Use a mix of static graphics, carousels, short-form videos, long-form videos, stories, and text-based posts where relevant.

Prioritize content formats currently generating meaningful reach and engagement for your account.

Create a realistic publishing calendar your team can maintain consistently.

Schedule important campaigns, launches, events, promotions, and seasonal content in advance.

Review content frequency by platform rather than applying one posting schedule everywhere.

Respond to genuine comments and questions in a timely manner.

Review direct messages regularly and respond to legitimate inquiries.

Engage with relevant customers, partners, creators, and industry accounts.

Monitor tagged posts, mentions, and customer-generated content.

Encourage meaningful conversations rather than asking for engagement without providing value.

Have a clear process for responding to complaints, negative feedback, and sensitive comments.

Identify recurring questions from comments and messages that can become future content.

Use relevant keywords naturally in bios, captions, titles, and descriptions where supported.

Write descriptive captions that give platforms enough context to understand the post.

Use relevant hashtags selectively instead of adding large groups of unrelated hashtags.

Add accurate locations to posts when local discovery matters.

Optimize YouTube video titles, descriptions, thumbnails, chapters, and other discovery elements where applicable.

Use descriptive alt text or accessibility features when supported by the platform.

Review how your brand appears when people search for your business, products, services, and important topics within social platforms.

Make sure profile links lead to active, relevant, mobile-friendly pages.

Use clear calls to action when a post has a conversion objective.

Match social content with the landing page users reach after clicking.

Use UTM parameters or another reliable method to identify social traffic in analytics.

Track important actions such as form submissions, calls, purchases, bookings, downloads, or sign-ups.

Review whether high-reach content is actually contributing to website traffic, leads, or sales.

Test different offers, calls to action, landing pages, and creative approaches to improve conversion performance.

Track follower growth over time instead of relying on total follower count alone.

Measure reach, impressions, engagement, video views, watch time, saves, shares, and other relevant metrics.

Identify which posts generate the strongest engagement relative to reach.

Track website traffic, leads, purchases, or other conversions originating from social media.

Compare performance across content topics, formats, and platforms.

Review key competitors to identify content gaps, positioning differences, and opportunities.

Document findings and turn them into specific actions for the next reporting period.