Definition: A social media audit is a structured review of all of a brand’s social accounts, covering profiles, content and results, to find what is working, what is not and what to change.
Also called: Social audit
Updated October 11, 2026
Put every account in one spreadsheet. Pull the same metrics for the same date range (the last 90 days is a common choice) so platforms are comparable. Rank posts by engagement rate and clicks, then look for patterns in the top and bottom ten. Finish with a short list of actions: what to stop, start and keep.
A full audit once or twice a year is typical, with a lighter monthly or quarterly check of results. Run an extra one when you take over accounts, change strategy or launch on a new platform.
A nonprofit audits its accounts and finds a forgotten X profile with an old logo, LinkedIn posts that earn twice the engagement rate of its Facebook posts, and no link in its Instagram bio. The actions: close or update the old profile, shift effort toward LinkedIn, and add the donation link.
A social media KPI (key performance indicator) is a metric you have chosen to track against a specific business goal, with a target and a time frame, to show whether your social media work is succeeding.
Engagement rate is the percentage of people who interacted with a post (liked, commented, shared, saved or clicked) out of the people who saw it or follow the account.
Content pillars are the small set of recurring themes, usually three to five, that a brand’s social media content is built around, each tied to what the audience cares about and what the business wants to be known for.
Brand voice is the consistent personality a brand shows in its writing, such as friendly, expert or playful, so that its posts sound like the same company on every platform.
Vanity metrics are numbers that are easy to grow and look impressive, such as total followers, likes or views, but that do not show whether social media is meeting a business goal or tell you what to do next.
Write once, tailor each version yourself or with optional AI, and schedule to 6 networks from one calendar.