Social Media Audit: Are Your Channels Performing?

In a digital world that moves fast and scrolls faster, it’s easy to fall into the trap of posting just to keep up. But if your social media strategy isn’t backed by data, aligned with your audience, and driving real results, you’re missing opportunities. A social media audit helps you hit pause, zoom out, and reframe your efforts with intention.

This article answers five commonly asked questions about social media audits.

What Is a Social Media Audit?

A social media audit is a comprehensive review of your social media channels. It looks at how each platform is performing in relation to your goals, content strategy, branding, and audience engagement.

Rather than relying on assumptions or vanity metrics, an audit uncovers what’s truly working – and what needs to change. It’s a health check for your digital presence that ensures your content, tone, and strategy are aligned with your brand and business objectives.

Why Is a Social Media Audit Important?

Without regular audits, your social media strategy can become misaligned over time. Content may no longer reflect your brand, audience preferences may shift, or your messaging might be inconsistent across platforms.

A strong social media audit helps you:

• Identify underperforming content or channels
• Evaluate whether your current strategy supports your business goals
• Understand audience behaviour and engagement trends
• Spot opportunities for growth, optimisation, or repurposing
• Strengthen consistency in brand voice and visual identity

In short, it gives you a clearer roadmap for where to double down and where to pivot.

What Should You Evaluate During a Social Media Audit?

Every audit should be grounded in purpose. Start by identifying what you want to improve – whether it’s brand visibility, engagement, conversions, or content quality. Then work through each platform methodically:

• Profile completeness: Bios, profile images, links, pinned posts
• Brand consistency: Tone of voice, design, visuals, message
• Content performance: Top and bottom performing posts, post types, reach, and engagement
• Audience insights: Follower growth, demographics, peak activity times
• Platform relevance: Are you still showing up where your audience spends their time?
• Ad performance (if relevant): ROAS, targeting accuracy, content alignment

Document your findings and look for patterns – what performs well, what falls flat, and where the gaps are.

How Can You Improve Your Social Media Presence?

Once you’ve collected your insights, it’s time to take action. Here are a few ways to improve your social presence post-audit:

• Double down on high-performing formats (e.g. reels, carousels, stories)
• Improve low-engagement content by refining hooks, visuals, or CTAs
• Optimise posting schedules based on your audience’s activity
• Update bios and highlight reels to reflect current offerings and priorities
• Set clear KPIs for each platform based on the role it plays in your funnel
• Establish content themes or pillars to guide consistency and storytelling

The goal isn’t perfection – it’s clarity and direction.

How Do You Realign Content With Your Audience’s Expectations?

Audiences evolve. What worked six months ago might not land the same way today. That’s why realignment is a critical outcome of any social media audit.

To reconnect with your audience:

• Use data to inform – not guess – what content they want
• Ask questions in captions and polls to encourage two-way dialogue
• Tap into user-generated content and testimonials to reflect real voices
• Address current pain points or trends with content that feels timely
• Test and iterate: Small experiments reveal what resonates today vs. yesterday

You’re not just creating content – you’re creating connection. That only happens when you’re listening and adjusting in real time.

Audit, Align, and Amplify

Social media isn’t just a place to show up – it’s a place to show why you matter. A social media audit empowers you to move from reactive posting to strategic storytelling. By auditing with intention and adjusting with clarity, you create content that actually connects – and converts.

Need help making sense of your social channels?

Book a strategy session and we’ll walk you through what’s working, what’s not, and where to go next.