A social audit is a comprehensive evaluation of a brand's social media presence across all active platforms. It assesses what's working, what isn't, and where opportunities exist — providing the baseline for strategy development or recalibration.

What a Social Audit Covers

Profile health: bio accuracy, visual consistency, link functionality, verification status. Content performance: engagement rates, best-performing formats, posting frequency, content mix. Audience analysis: demographics, growth rate, follower quality, bot percentage. Competitive benchmarking: how the brand's metrics compare to category competitors. Platform fit: whether the brand is active on the right platforms for its audience.

When to Conduct One

At the start of a new agency engagement. At the beginning of annual planning. After a major campaign. After a crisis. After a rebrand. Any time the brand suspects its social strategy is underperforming but can't pinpoint why.

Output

A social audit produces a findings document with specific, actionable recommendations — not a 60-page deck of screenshots. The output should answer: What should we stop doing? What should we start doing? What should we do more of? Which platforms should we deprioritize?