A social media audit answers a different question from a content review. A review asks “is this draft ready?” An audit asks “what is wrong with everything we have already published, and what should we change?” It is a periodic look back across live accounts, not a gate on new posts. Run one when results stall, when you inherit an account, or every quarter as standard hygiene. This guide is the checklist for that look-back.
If you need a pre-publish gate for new drafts instead, use the content review checklist . This article is about diagnosing accounts that are already running.
Set a baseline first
An audit without numbers is just opinions. Before judging anything, pull the last 90 days of data for each active channel into one sheet: follower count and growth, posts published, average engagement rate, top five and bottom five posts, and any conversions you can attribute. You now have a baseline to measure every section against. Decide upfront what a “win” would look like, because social media KPIs chosen after you see the data tend to flatter whatever you already did.
Profile and presence
Start with the parts that are easy to fix and visible to every visitor.
- Profile photo, banner and bio are current and consistent across channels.
- The bio states what you do and for whom, not just a tagline.
- The link in bio points to a relevant, working destination.
- Handle and display name are consistent and searchable.
- Pinned post represents your best or most current message.
- Contact and category fields are complete on each platform.
Inconsistent profiles are the most common and cheapest finding in any audit. Fix them the same day.
Content mix and coverage
This is where audits find the real problem: a skewed or repetitive mix. Tag your last 90 days of posts by topic and by format, then count.
| Look for | A healthy sign | A red flag |
|---|---|---|
| Topic spread | A few clear themes recur | Random, no recognizable pillars |
| Format spread | Mix of formats per channel | One format doing 90% of posts |
| Proof content | Regular case studies and reviews | Endless generic tips, no proof |
| Promotion balance | Mostly value, occasional ask | Mostly selling |
| Source freshness | Posts reflect the current site | Claims that contradict live pages |
A common discovery: the best proof, real case studies and customer outcomes, sits unused on the website while the feed repeats advice any competitor could post. Map your topics against your content pillars and against what the website content repurposing opportunity actually offers.
Consistency and cadence
- Posting is regular, with no multi-week gaps followed by bursts.
- Each channel has a defined frequency the team actually hits.
- There is a calendar, not last-minute scrambling.
- Responses to comments and DMs happen within a known window.
Audit the gaps, not just the average. Three posts a week with a dead month buried in it is not consistency.
Engagement and performance
Go past vanity metrics. For your top and bottom posts, ask what the winners share and what the losers share.
- Which topics and formats drive saves, shares and replies?
- Which posts drove profile visits or clicks, not just likes?
- Is engagement rate stable, rising or quietly falling per channel?
- Are you reaching the audience you intended, by the demographics each platform reports?
The output is a short list of what to do more of and what to retire. Route those reads into your ongoing social media analytics loop so the audit changes next quarter’s plan instead of sitting in a slide.
Conversion and competitor context
- Can you trace any leads or sales back to social, even roughly?
- Do posts with a CTA send people somewhere that converts?
- How does your cadence, format mix and engagement compare to two or three competitors?
A quick competitor content gap analysis turns “we feel behind” into a specific list of formats or topics rivals own that you do not.
Turn findings into a fix list
An audit is worthless without a ranked action list. Sort every finding into four buckets and assign an owner and a date to each:
- Fix now — broken links, wrong bios, stale claims. Hours of work.
- Rebalance — adjust the content mix toward proof and pillars. Weeks.
- Retire — stop the formats and topics the data shows are dead.
- Test — the gaps worth an experiment next quarter.
Re-run the same checklist next quarter against the same baseline. The audit’s value is the trend line, not the snapshot.
Where Utin fits
Utin is being built to keep an audit from going stale the moment you finish it. Because it scans your website and tracks which source pages each post came from, it can surface where live posts contradict current pages, which proof on your site is going unused, and where cadence has slipped, turning the quarterly audit into something closer to a continuous read. If that sounds useful, you can register interest in an early pilot.