How to do a social media audit (a simple walkthrough)

A social media audit sounds like something you pay a consultant for, but it's really just a structured look at your own accounts to answer three questions: what's working, what's not, and what to do about it. Here's how to run one in an afternoon.

1. Check the basics on every profile

• Is your bio clear about who you help and how, with a working, useful link?
• Is your handle, name and branding consistent across platforms?
• Is your profile and cover image current and on-brand?

These are quick to fix and quietly cost you followers and clicks when they're wrong.

2. Look at your last 90 days of content

Scan your recent posts and note the pattern: which formats and topics got the most engagement, saves and clicks, and which fell flat. You're looking for signal, not perfection — three or four clear winners tell you where to lean.

3. Check your metrics honestly

Look past followers to the metrics that matter — engagement rate, reach, saves, clicks. Are they trending up, flat, or down? Flat or falling engagement despite posting is a sign the content, not the frequency, needs work.

4. Compare to a couple of peers

Look at two or three accounts doing well in your space — not to copy, but to see what formats and angles work with your shared audience. It's the fastest way to spot an opportunity you're missing.

5. Turn it into three actions

An audit that doesn't change what you do is wasted. End with three concrete changes — 'more of format X', 'fix the bio link', 'post twice more a week' — and put them into next month's plan.

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