What to check
Which accounts exist, including forgotten ones; whether names, bios, links and branding are consistent; which posts and formats earn engagement, clicks and leads; audience growth; response times; and how you compare with key competitors.
A simple process
List every account, gather the last few months of results, sort posts by performance, note patterns in the top and bottom performers, then write down three to five changes to make next.
How often
A full audit once or twice a year works for most businesses, with a lighter monthly check of key numbers.
Why Social Media Audit matters
Without regular review, brands keep posting what feels right instead of what works. An audit focuses effort on the channels and content that bring results.
Cleaning up forgotten accounts
A restaurant group's audit found two old, inactive accounts with outdated hours that still showed up in searches. It closed them, updated its active profiles and focused on the format that brought the most reservations: short videos of new dishes.
Common mistakes
Only looking at followers
Follower counts say little about results. Look at engagement, clicks and leads.
Auditing without acting
End with a short list of specific changes and owners.
Forgetting old accounts
Inactive profiles with old info confuse customers. Update or close them.
Where we work on this