What a Social Media Audit Includes (Checklist)

A social media audit is a structured review of a business page that shows why it is not bringing in customers, and what to fix first. A good one covers six things: your profile, your content, your consistency, your engagement, your competitors, and the path from follower to enquiry. If an audit only counts followers, it is not an audit.

Most business owners ask for an audit when the page feels stuck. You post, you get a few likes, and the phone does not ring. The audit tells you where the leak is.

1. Profile and branding

This is the first thing a stranger sees. Check these:

You can see how this works on your own page with my free social media audit.

For Instagram, see the Instagram profile audit.

For a Facebook page, the Facebook page audit checklist lists 20 checks.

• Does the bio say who you help and what result you give?
• Is the photo or logo clear on a small phone screen?
• Does your name or handle include a word people search for, like your niche or city?
• Are the link, contact button and category filled in?
• Do highlights or pinned posts show services, proof and common questions?

The test is simple. Show the profile to a friend for three seconds. If they cannot tell what you sell, the profile needs work.

2. Content quality and mix

Look at the last 15 to 20 posts. Count how many are Reels or short video, carousels and single images. Read the first line of each caption and the first two seconds of each video. Ask whether each post has a reason to exist, or whether it is just filler.

• Two to four clear content pillars, not random posting
• A strong hook at the start of every video and caption
• Consistent colours, fonts and templates
• Real proof: results, testimonials, before and after
• One clear call to action per post

3. Consistency

How often do you post, and are there gaps? A page that posts three times a week for a month and then disappears for three weeks sends a weak signal to both people and the platform. Note your average posts per week and your longest gap in the last 90 days.

4. Engagement and community

Engagement rate is a simple number: (average likes + average comments) divided by followers, times 100. It tells you whether your audience actually cares. More important is how you behave. Do you reply to comments within a day? Do you answer messages fast? Do you ask questions that invite replies and saves?

5. Competitor comparison

You cannot judge a page in isolation. An audit should compare you with two or three pages in the same niche and similar size. Look at what formats they use, how often they post, which posts get the most reaction, and what they say in their bio. This is where the best ideas come from. Here is a simple 5-step method for competitor analysis.

6. Reach, discovery and the enquiry path

Can new people find you? Check keywords in your bio, hashtags and topics, location tags and how your short videos perform beyond your followers. Then check the path to an enquiry: link in bio, WhatsApp or booking button, a clear offer, tracking in place, and answers to common questions like price and delivery.

How the score works

I score each area and add them to a number out of 100. Under 40 usually means the page needs a rebuild. Between 40 and 60 means the basics are there but the page is under-performing. Above 80 means a strong base where small changes can pay off.

What a cheap audit leaves out

Automated tools can count followers, spot fake accounts and show posting times. They cannot tell you that your hooks are weak, that your bio sells nothing, or that your competitor wins because they answer every comment. A human review does that.

Common questions

How long does an audit take? A proper review takes a few hours of work. Mine reaches you within 24 to 48 hours.

Do I need to share my password? No. A real audit only needs what is public on your page.

How often should I audit my pages? Once every quarter is enough for most small businesses.