how to conduct a social media audit

How To Conduct A Social Media Audit

I was having one of those mad moments the other day, sitting on my couch, staring into the unknown and just thinking about things. My iPhone was quite close to me as it usually is, sad yes I know, and up popped something from LinkedIn! Someone had messaged me, asking me if I was able to help them with their social media. After some communication between ourselves we agreed on a way forward and I had just received a new client!


A lot of marketers and business owners use social media in the hope that it will bring them more clients or more traffic and ultimately more success. What you need to realise is that not all social media portals will benefit your business and understanding just what needs improving or just what needs changing is not always easy.

This is where a social media audit comes into place. We need to understand and see just what works for us and without some sort of audit, this all becomes terribly difficult.

Let’s Make A Start

The first thing that we need to look at is our current social media accounts or profiles. Taking stock of your current social media accounts and networks will allow you to understand just what is and isn’t working. We will also need to look at the number and efficacy of your users and owners. Once we understand this we can then get rid of any inactive accounts, and begin to develop what I would call a clean strategy.

Part of any social media audit is an understanding of just who your target audience is, what age group they fit into and demographically where they come from. In conducting a social media audit of any business, I would consider the following:


Try to understand who your customer is and where to find them online? If we look at my target audience, it is comprised of both men and women aged between 35 to 60, possibly because I am targeting businesses and established clientele. My primary networks that I should be focussing on are Facebook, Twitter, LinkedIn, and Google Plus.

The Mission Statement

The next part of the puzzle is to create what I would call a mission statement for each social profile. The purpose here would be to try and tie each social profile down to my actual business. So for example, I would adapt my LinkedIn profile specifically for finding new clients and for holding various training sessions. Twitter might be used for various posts or a newsflash that I might be involved in.

I have also found that a good idea is to set yourself a target for each social profile and try to achieve these. I might for arguments sake want to increase my follower count on Facebook by 100 each month. This would help build my brand and at the same time drive traffic to my site.

Social Media Cleanup

Once we are done with our social media profiles and are happy with the way they read, we need to move on to what I call a social media clean up.

This is where we look at exactly what type of follower we have added to our business page. Now I realise that when you are first starting out, it seems far more important to add followers or accept followers, no matter where they come from.

But as we grow and develop online, a better idea would be to make sure that only real followers are on-board. What do I mean by real followers? People who are actually interested in what you have to say and are not following you for the heck of it!


By carrying out and implementing the steps that we have outlined above, you will improve your social media presence and standing and at the same time will have carried out a social media audit.

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