FAQs

A social media audit is a detailed review of your business’s social media presence to assess what is working, what could be improved and whether your current activity is supporting your wider marketing goals. Think of it as a health check for your social media accounts.

A social media audit looks beyond simply counting followers or checking how many likes your posts receive. It considers the overall quality and effectiveness of your social media presence, including your profiles, branding, content, posting activity, engagement, audience and performance. It can also identify areas where your social media may not be making the impression you want it to.

During an audit, each of your relevant social media platforms can be reviewed individually. This may include Facebook, Instagram, LinkedIn, TikTok, X or any other platforms your business uses. Your profile information, profile and cover images, biographies, contact details, links, calls to action and branding can all be checked to make sure they are accurate, consistent and presenting your business professionally.

Your content is another important part of a social media audit. This involves looking at the types of content you are publishing, how regularly you are posting, whether your content is varied and whether it is actually relevant to the people you want to reach. An audit can highlight whether your social media is overly promotional, whether you’re missing opportunities to demonstrate your expertise, or whether there are content themes that could be developed further.

Engagement and performance are also considered. Depending on the platforms and information available, this can include looking at reach, impressions, engagement, clicks, follower growth and other useful metrics. The aim isn’t simply to find the biggest numbers, but to understand what those numbers are telling you. For example, a post with fewer likes may still be valuable if it generates website visits, enquiries or meaningful conversations with potential customers.

A good social media audit should also consider your competitors and the wider market. Looking at what similar businesses are doing can help identify opportunities, content gaps and ways for your business to stand out. It can also help you avoid simply copying what everyone else is doing and instead develop a social media presence that reflects your own brand, expertise and objectives.

Perhaps most importantly, a social media audit gives you a clearer picture of whether your current social media strategy is working for your business. You may discover that one platform is producing much better results than another, that certain types of posts consistently generate engagement, or that you’re spending time creating content that isn’t delivering much value.

The result is a practical overview of your current social media presence, together with recommendations for improvement. You don’t necessarily need to be doing more — sometimes the answer is to do less, but do it better. An audit can help you focus your time and resources on the platforms, content and activities most likely to support your business goals.

Whether you’re just getting started with social media, have been posting for years or simply feel that your accounts aren’t performing as well as they could, a social media audit can provide the clarity you need to move forward with a more focused and effective approach.

A social media audit includes a detailed review of your business’s social media accounts, content and overall online presence to identify what is working well, what may be holding you back and where there are opportunities to improve. The exact areas covered can vary depending on your business, the platforms you use and your marketing objectives, but a thorough audit should look at much more than your follower numbers.

One of the first areas we look at is your social media profiles. This includes checking that your business name, username, profile picture, cover image, biography and contact information are accurate and consistent. We also look at whether your profile clearly explains what your business does, who you help and what you want visitors to do next. Something as simple as an unclear bio, an outdated telephone number or a missing website link could mean you’re losing opportunities to turn profile visitors into potential customers.

Your branding and visual presentation are also important. Your social media accounts should feel like they belong to the same business as your website and other marketing materials. An audit can assess whether your imagery, colours, logos, graphics and overall style are consistent and recognisable. Consistent branding helps people remember your business and can make your social media presence look considerably more professional.

We then look closely at your content. This involves reviewing the types of posts you publish and considering whether they are useful, interesting and relevant to your target audience. We may look at the balance between promotional posts, educational content, advice, behind-the-scenes content, customer-focused posts, testimonials, company updates and other content formats.

It’s also important to consider whether your content has a clear purpose. Are you simply posting because you feel you should, or does each piece of content have a reason for being there? Your social media might be designed to increase brand awareness, generate website traffic, encourage enquiries, build trust, showcase your expertise or ultimately generate sales. Your content should support those objectives rather than becoming a collection of unrelated posts.

Posting frequency and consistency can also form part of a social media audit. This doesn’t mean that every business needs to post every day. In fact, posting constantly isn’t necessarily the best strategy. Instead, we look at whether you are posting consistently enough to maintain a presence and whether your current schedule is realistic for your business. An achievable content schedule is much more useful than an ambitious one that becomes impossible to maintain.

Another key area is engagement and audience interaction. An audit can look at how people respond to your content through likes, comments, shares, saves, messages and other interactions. We also consider whether your business is responding to comments and messages appropriately and whether there are opportunities to encourage more meaningful conversations with your audience.

Where the relevant data is available, we can also review social media performance metrics. These might include reach, impressions, engagement rate, profile visits, link clicks, follower growth and other platform-specific statistics. The purpose isn’t to become obsessed with individual numbers, but to understand which activities are producing useful results and which may need to be reconsidered.

A good audit can also look at your best and worst-performing content. Identifying patterns can be particularly useful. For example, you may discover that practical advice consistently receives more engagement than promotional posts, that certain topics generate website visits, or that particular formats perform better with your audience. These insights can then be used to inform your future content strategy.

Depending on the scope of the audit, competitor and industry activity can also be considered. Looking at other businesses in your sector can highlight opportunities and content gaps, as well as showing you how your social media presence compares with businesses competing for the same audience. The aim isn’t to copy competitors, but to understand what your audience is seeing elsewhere and identify ways your business can differentiate itself.

Your calls to action are another important consideration. If someone enjoys one of your posts, is it obvious what they should do next? This could be visiting your website, making an enquiry, booking an appointment, signing up for something, sending you a message or simply following your account. An audit can identify opportunities to make these next steps clearer and help turn social media activity into meaningful action.

Finally, a social media audit should bring everything together into clear recommendations. There’s little point identifying twenty different issues if a business has no idea which ones to tackle first. A useful audit should help you understand what is already working, what needs attention and where your time and effort are likely to have the greatest impact.

In short, a social media audit can include:

• Reviewing your social media profiles and account information
• Checking branding and visual consistency
• Assessing your content and content mix
• Reviewing posting frequency and consistency
• Looking at audience engagement and interactions
• Analysing available performance data and key metrics
• Identifying your strongest and weakest content
• Reviewing calls to action and opportunities for conversion
• Considering competitor and industry activity
• Identifying content gaps and opportunities
• Highlighting areas for improvement
• Providing practical recommendations for your future social media strategy

The most valuable part of an audit isn’t simply finding things that are wrong. It’s understanding why they matter and what you can do about them. A social media audit should leave you with a much clearer understanding of your current position and a practical direction for making your social media work harder for your business.

Social media can be a valuable marketing tool for businesses of all sizes, but simply having accounts and posting regularly doesn’t necessarily mean your social media is working effectively. A social media audit gives you the opportunity to step back from the day to day posting and look at the bigger picture: Is your social media actually helping your business achieve its goals?

For many businesses, social media gradually becomes something they do because they feel they should. They post when they have time, share the occasional promotion, add a few photographs and perhaps check their likes and follower numbers. Over time, however, it’s easy for your social media activity to lose direction.

An audit helps bring that direction back.

Make sure your profiles are working for you

Your social media profile may be one of the first places a potential customer encounters your business. If your profile is incomplete, outdated or unclear, you could be making a poor first impression before someone has even looked at your content.

A social media audit checks whether your profiles accurately represent your business, whether your contact information is up to date, whether your branding is consistent and whether it is immediately obvious what you offer.

It also considers whether visitors have a clear next step. If someone finds your business on Facebook or Instagram and wants to enquire, can they easily find your website, telephone number, booking information or contact button?

Small improvements to your profile can make a surprisingly big difference.

Understand what is actually working

One of the biggest benefits of a social media audit is gaining a clearer understanding of what’s working — and what isn’t.

You may be spending considerable time creating a particular type of content without getting much engagement or traffic from it. At the same time, another type of post might consistently perform well without you realising it.

An audit can help identify these patterns.

Rather than simply looking at whether a post received lots of likes, we can consider the wider picture. Which posts generate comments? Which encourage people to visit your website? Which receive shares or saves? Which topics appear to resonate with your audience?

Once you know what your audience responds to, you can make better decisions about what to create in the future.

Stop wasting time on content that isn’t delivering

Creating social media content takes time. Even a relatively simple post involves thinking of an idea, writing the copy, finding or creating an image, preparing the post and publishing it.

If you’re putting that much effort into social media, it makes sense to know that your time is being used wisely.

A social media audit can highlight areas where you may be spending time without seeing much return. It might reveal that you’re trying to maintain too many platforms, posting too frequently, creating content that doesn’t appeal to your target audience or focusing too heavily on promotional posts.

The answer isn’t always to do more. Sometimes it’s to simplify your approach and concentrate on the things that are most likely to make a difference.

Make sure you’re reaching the right audience

Having thousands of followers isn’t particularly useful if they aren’t the people who could become customers.

A social media audit can help you consider whether your content is aimed at the right audience and whether your messaging reflects their needs, interests and problems. It can also highlight opportunities to make your content more relevant to the people you actually want to attract.

Your social media should speak to your potential customers — not simply fill your feed.

Strengthen your brand

Consistency is important when you’re trying to build recognition and trust.

If your Facebook page looks completely different from your Instagram account, your social media graphics don’t match your website and your messaging changes from platform to platform, your overall brand can feel disconnected.

A social media audit can identify inconsistencies in your branding, tone of voice, imagery and messaging. This gives you the opportunity to create a more cohesive online presence so that customers receive the same impression of your business wherever they find you.

Identify opportunities you’re missing

Sometimes the most valuable findings from a social media audit aren’t problems — they’re opportunities.

You may have expertise that you’re not demonstrating online. There may be questions customers regularly ask that could become useful content. Perhaps your competitors are using a particular type of content successfully, or there is a gap in the information being provided within your industry.

An audit can help uncover these opportunities and give you ideas for developing your social media strategy.

It can also highlight opportunities to make better use of features available on the platforms you’re already using, rather than assuming you need to create accounts everywhere else.

Turn social media into part of your wider marketing strategy

Your social media shouldn’t exist in isolation.

Ideally, it should work alongside your website, SEO, email marketing, Google Business Profile and other marketing activity. A social media audit can help you look at how these different areas connect.

For example, your social media could be encouraging people to read your latest blog article, visit a particular service page, enquire about a product or sign up to your mailing list. Your content can then support the wider customer journey rather than simply generating activity on the social platform itself.

Get a clear plan for moving forward

Perhaps the biggest benefit of having a social media audit is simply knowing what to do next.

It can be difficult to objectively assess your own social media because you’re so close to it. You may know that something doesn’t feel quite right, but not know exactly what needs changing. Alternatively, you may assume that your social media is performing well because your follower numbers are increasing, without looking at whether those followers are actually engaging with your business.

An audit gives you an outside perspective and turns all of those observations into practical recommendations.

You can then prioritise the changes that are likely to have the greatest impact rather than trying to fix everything at once.

You don’t have to be struggling to benefit from an audit

It’s worth remembering that a social media audit isn’t only for businesses whose social media is performing badly.

Even if your accounts are doing reasonably well, an audit can help you identify ways to improve further. It can confirm what’s working, highlight opportunities for growth and make sure your strategy continues to support your business as it develops.

It’s particularly useful if you’ve changed your branding, launched new products or services, started targeting a different audience, taken on social media yourself after previously outsourcing it, or simply haven’t reviewed your strategy for a while.

Ultimately, a social media audit gives you clarity. Instead of guessing whether your social media is working, you can take a proper look at your profiles, content, audience and performance and make informed decisions about what to do next.

Your business doesn’t necessarily need to post more, be on every platform or chase bigger follower numbers. It needs a social media presence that has a purpose — and an audit can help you make sure yours does.

Knowing whether your social media is performing well isn’t as simple as looking at how many followers you have or how many likes your latest post received. A successful social media presence should be helping your business achieve its specific marketing goals, so the metrics that matter most will depend on what you’re trying to achieve.

For one business, success might mean generating enquiries. For another, it could be increasing brand awareness, driving people to the website, building a loyal community or demonstrating expertise within a particular industry.

The first step, therefore, is to ask yourself: What do I actually want my social media to achieve?

Look beyond your follower numbers

Follower numbers can be useful, but they shouldn’t be treated as the ultimate measure of success.

Having 10,000 followers doesn’t necessarily mean your social media is performing better than an account with 1,000 followers. If those 10,000 people aren’t interested in your business, don’t engage with your content and are unlikely to become customers, the number itself doesn’t tell you very much.

A smaller but relevant and engaged audience can be far more valuable.

Instead of simply asking whether your follower count is increasing, consider whether you’re attracting the right people and whether those people are interacting with your business.

Look at engagement

Engagement is one of the most useful indicators of whether your content is connecting with your audience.

Depending on the platform, this can include likes, comments, shares, saves, reactions, replies and direct messages. However, not all engagement has equal value.

For example, a thoughtful comment from a potential customer can be much more valuable to your business than several quick likes. A share can also be particularly useful because it puts your content in front of a new audience, while a save may indicate that someone found your content sufficiently useful to want to return to it later.

Look for patterns rather than focusing on individual posts. If certain subjects, formats or types of content consistently generate stronger engagement, that’s a useful indication that your audience wants more of that content.

Check your reach and impressions

Reach tells you how many people have seen your content, while impressions generally refer to the number of times content has been displayed.

These figures can help you understand how widely your content is being distributed.

A post with high reach but very little engagement may suggest that people are seeing your content but aren’t finding it particularly compelling. On the other hand, content with a smaller reach but strong engagement could indicate that you’ve found something that really resonates with the people who see it.

Neither figure should be considered in isolation.

Look at website traffic

If one of your social media goals is to send people to your website, you should be looking at whether your social activity is actually generating website visits.

This could include people clicking a link in your profile, clicking links within posts, visiting a specific landing page or reading an article you’ve shared.

Website traffic from social media can be particularly useful because it shows that someone has moved beyond simply consuming your content on the platform and taken another step towards your business.

You can then look at what those visitors do once they reach your website. Do they browse your services? Read your blog? Complete a contact form? Make an enquiry?

Those actions can tell you considerably more about the value of your social media than a like ever could.

Are you generating enquiries or sales?

For many businesses, this is the most important question of all.

If your social media is intended to generate leads, bookings, enquiries or sales, you need to consider whether your activity is contributing to those outcomes.

Someone might discover your business through a social media post, visit your website several days later and eventually make an enquiry. That means the value of social media isn’t always immediately visible in the engagement figures.

It’s therefore useful to track enquiries and ask customers how they found you where possible. Over time, this can help you build a clearer picture of whether social media is contributing to your bottom line.

Consider the quality of your audience

Good social media performance isn’t just about quantity. Audience quality matters.

Are the people following you potential customers? Are they located in the areas you serve? Are they interested in the products or services you offer? Are they asking questions, sharing your content or visiting your website?

If your audience is growing but isn’t relevant to your business, increasing follower numbers may not be particularly useful.

On the other hand, if you’re gradually building an audience of people who genuinely fit your target customer profile, that can be a very positive sign — even if the numbers look relatively modest.

Look for consistency

Social media performance should be considered over time rather than judged on one particularly good or bad post.

One post might go viral while the next five receive very little engagement. That doesn’t necessarily mean your strategy has suddenly become successful and then failed.

Look at trends over weeks and months. Is your reach generally increasing? Is engagement improving? Are you attracting more relevant followers? Are more people visiting your website? Are particular types of content consistently performing well?

These longer-term patterns are much more useful when deciding whether your social media strategy is working.

Compare performance against your own goals

There’s no universal social media figure that means your business is automatically performing well.

A local service business and a national e-commerce brand will have completely different audiences, budgets, objectives and opportunities. Comparing your results against another business simply because they have more followers isn’t necessarily helpful.

Instead, establish realistic goals for your own business and measure your progress against them.

For example, your goal might be to increase meaningful engagement, generate a certain number of website enquiries, improve visibility within your local area or establish your business as an expert in its field.

Your social media is performing well when it is making measurable progress towards those objectives.

Don’t forget the less obvious signs of success

Some of the most valuable results from social media aren’t always captured by standard analytics.

A customer might tell you that they’ve been following your business for months before finally getting in touch. Someone may recognise your brand when they meet you in person because they’ve seen your content online. A potential customer might save several of your posts before eventually making an enquiry.

These interactions can be difficult to measure, but they still form part of the role social media can play in building visibility, familiarity, credibility and trust.

Ultimately, good social media performance isn’t about chasing vanity metrics or trying to make every post go viral. It’s about creating content that reaches the right people, encourages meaningful engagement and contributes to your wider business objectives.

If you’re unsure whether your social media is performing well, a social media audit can be a useful starting point. Looking at your profiles, content, engagement and available performance data together can reveal what’s working, what’s not and where there are opportunities to improve.

We can audit any social media platform that your business is using. Whether you’re active on Facebook, Instagram, LinkedIn, TikTok, X, Pinterest or another social media platform, the principles of a social media audit remain the same: we look at how effectively your presence is supporting your business and whether you’re reaching the right people with the right content.

We don’t believe that every business needs to be on every social media platform. In fact, trying to maintain a presence across multiple platforms simply because they’re available can spread your time, energy and resources too thinly.

The right platforms for your business depend on who your customers are, what you offer, what you’re trying to achieve and how you want to communicate with your audience.

It starts with your business

Before auditing your social media, we want to understand your business.

There’s no point looking at your accounts without understanding what you’re actually trying to achieve. A platform that is highly effective for one business may be completely unsuitable for another.

For example, a business selling visually appealing products may benefit enormously from image and video-led platforms, while a professional B2B company may find that LinkedIn is a much more valuable source of connections and enquiries.

A local service business may have completely different priorities again.

That’s why our approach isn’t simply about checking whether you’ve filled in every section of your profile or whether you’re posting frequently enough. We look at your social media in the context of your business.

Who are you trying to reach?

Your target audience is one of the most important considerations when deciding whether a social media platform is right for you.

Where are your potential customers spending their time? What type of content do they consume? How do they prefer to communicate with businesses? Are they looking for inspiration, information, recommendations, entertainment or professional expertise?

Understanding your target customer helps us assess whether the platforms you’re currently using make sense for your business.

It may be that you’re putting lots of effort into a platform where your ideal customers are barely present, while overlooking a platform that could offer much greater opportunities.

What are you trying to achieve?

We also need to understand what you want your social media to do for your business.

Your goals might include:

• Increasing brand awareness
• Reaching new customers
• Generating enquiries
• Driving traffic to your website
• Increasing sales or bookings
• Building trust and credibility
• Demonstrating your expertise
• Creating a community around your business
• Promoting products or services
• Supporting other areas of your marketing

Your goals help determine what we look for during the audit and how we judge whether your current social media activity is successful.

For example, if your main goal is generating enquiries, we’ll be interested in whether your profiles, content and calls to action are encouraging people to get in touch. If your primary goal is building brand awareness, reach, visibility and audience growth may be more important considerations.

We can look at multiple platforms

If your business uses several social media platforms, we can look at them individually as well as considering how they work together.

This can help identify whether each platform has a clear purpose or whether you’re simply posting the same content everywhere without adapting it to the audience and format of each platform.

Using multiple platforms isn’t necessarily a problem — providing each one has a reason for being there.

An audit may even reveal that you would be better concentrating your efforts on fewer platforms. Sometimes being excellent on two platforms is more effective than being mediocre on five.

What if I’m only using one platform?

That’s absolutely fine.

You don’t need to have multiple social media accounts to benefit from an audit. If you’re relying on one platform, we can assess whether you’re making the most of it and whether it is the right platform for reaching your target customers.

We can also consider whether there are other platforms that may be worth exploring based on your audience and objectives.

The purpose isn’t to tell you that you need to be everywhere. It’s to help you understand where your social media efforts are most likely to deliver value.

What if I’m not sure which platforms I should be using?

That’s something we can help with too.

You don’t need to know exactly which platforms are right for your business before having a social media audit. In fact, if you’re unsure, that can be one of the most useful things for us to look at.

By understanding your business, target customers, industry and goals, we can assess whether your current platforms are appropriate and identify potential opportunities elsewhere.

Ultimately, there isn’t a single list of social media platforms that every business should use. The right choice is different for every business.

That’s why our social media audits aren’t based on a one-size-fits-all checklist. We look at your business, your audience and your goals, and then assess whether your social media presence is helping you achieve them.

Whether you’re using Facebook, Instagram, LinkedIn, TikTok, X, Pinterest or another platform, we can help you understand what’s working, what could be improved and where your social media efforts could be better focused.

Once your social media audit is complete, you’ll have a clearer understanding of how your current social media presence is performing, what’s working well and where there are opportunities to improve.

We’ll provide you with our findings and recommendations, highlighting the areas we believe deserve attention. This could include improvements to your profiles, branding, content, posting strategy, engagement, calls to action or the platforms you’re using.

We’ll also help you understand what to prioritise. You don’t need to make every recommended change at once. Some improvements may be quick and straightforward, while others may form part of a longer-term social media strategy.

The audit is designed to give you practical, useful advice that you can act on, whether you choose to make the changes yourself or would like professional support with your social media going forward.

There is no obligation to work with us after your audit. The aim is simply to give you an honest assessment of your current social media presence and a clear idea of what you could do next to make it work harder for your business.

No! Our social media audits are not automated.

We don’t simply put your social media profiles into an automated tool, generate a score and send you a report. Your business is unique, so your social media audit should be too.

We manually review every relevant profile, platform and post, looking at your social media presence in the context of your business, your target customers and the goals you’re trying to achieve.

We’ll look at things such as your profile information and branding, the content you’re publishing, your posting consistency, engagement, calls to action and how effectively your social media is communicating with your audience. We’ll also consider the bigger picture, including whether you’re using the right platforms and whether your current activity supports your wider marketing objectives.

This means we’re not just looking for technical issues or ticking boxes. We’re considering why something matters to your business and whether there is a genuine opportunity to improve it.

Because the audit is carried out manually, our recommendations are based on what we actually see across your social media rather than a generic checklist. You’ll receive practical, relevant feedback designed specifically around your business and what you want your social media to achieve.

In short, there’s a real person behind your audit — taking the time to properly look through your social media rather than letting an automated system make the judgement for you.

Absolutely! Your social media audit isn’t just about giving you a list of things that could be improved and then leaving you to work out what to do next.

Our recommendations are designed to be practical, and we can help you understand what needs changing and why. Depending on what your audit identifies, this could include updating your profiles, improving your branding, reviewing your content, refining your calls to action or making changes to your social media strategy.

You can make the changes yourself using our recommendations, or if you’d prefer some extra support, we can discuss how we can help you put them into practice.

There’s no pressure to take anything further. The audit gives you the information and guidance you need to improve your social media in whichever way works best for your business.

Posting regularly is important, but consistency alone doesn’t guarantee engagement.

If you’re putting time and effort into your social media but getting very few likes, comments, shares or clicks, there could be several reasons why. Your content may not be reaching the right audience, it might not be giving people a reason to interact, or your posts may be too focused on selling rather than providing something useful, interesting or relevant.

It could also be that you’re using the wrong platform for your audience, posting at times when your followers aren’t particularly active, or simply not giving your audience enough opportunities to get involved.

During a social media audit, we’ll look at your content and engagement as a whole. We’ll identify which types of posts are performing well, which aren’t getting a response and whether there are patterns that could explain why.

We’ll also look at your content mix, captions, calls to action, posting frequency and the type of audience you’re attracting.

The good news is that low engagement doesn’t necessarily mean social media isn’t working for your business. It may simply mean that your current approach needs adjusting.

Our audit can help you understand what’s holding your engagement back and, more importantly, what you can do differently to give your social media a better chance of connecting with the right people.