How often should I do a social media audit?

Quarterly audits are standard for most businesses. If you're in a fast-moving industry or recently changed your strategy, monthly check-ins on key items can help you stay on track. Use this checklist as a template you return to regularly.

Do I need to complete every item?

Not necessarily. Some items may not apply to your business (e.g., TikTok Shop for a B2B company). Focus on the platforms where your audience is most active, and aim for 75%+ completion on those. The score gives you a quick overview of your completeness.

Can I save my progress?

Yes! Your progress is automatically saved in your browser's local storage. You can close the page and come back later — your checkmarks will still be there. Use the Export CSV button to save a permanent copy.

Why is engagement included in the audit?

Social media is a two-way channel. Posting content without engaging with your audience is like speaking into a microphone with the speakers off. Responding to comments and DMs builds community, trust, and signals to algorithms that your content is worth promoting.

Free Social Media Audit Checklist — Evaluate Your Presence

General — Profile Optimization

0/6

Consistent brand name across all platforms

Same profile photo/logo on every account

Use a square image, at least 400x400px

Bio includes what you do and who you help

Website link is up-to-date and tracked with UTMs

Contact information is accurate and visible

Brand colors and visual style are consistent

General — Content Strategy

0/6

Posting at least 3 times per week

Content mix includes educational, engaging, and promotional posts

Content calendar is planned at least 1 week ahead

Hashtag strategy is documented and followed

CTA is included in most posts

Posts are optimized for each platform (not copy-pasted)

General — Engagement & Community

0/4

Responding to comments within 24 hours

Responding to DMs within 24 hours

Proactively engaging with your community's content

User-generated content is shared or acknowledged

General — Analytics & Tracking

0/4

UTM parameters are used on all shared links

Monthly performance review is conducted

Top-performing content types are identified

Follower growth rate is tracked

Instagram

0/10

Facebook

0/8

Page info is fully completed (about, hours, location)

Cover photo is up-to-date and on-brand

Page CTA button is configured (Book Now, Contact, etc.)

Auto-reply is set up for Messenger

Facebook Pixel is installed on your website

Reviews/recommendations are enabled and managed

Events are created for promotions or launches

Video content is prioritized over link posts

Native video gets 10x more reach than links

LinkedIn

0/8

Company page is fully completed

Tagline clearly describes your value proposition

Employees are listed and connected to the company page

Posting 3-5 times per week on weekdays

Personal profiles of key team members are active

Personal posts get 5-10x more reach than company posts

Using 3-5 relevant hashtags per post

Document/carousel posts are used regularly

LinkedIn Newsletter is set up (if applicable)

X (Twitter)

0/8

Bio includes keywords relevant to your niche

Pinned tweet showcases your best/most relevant content

Header image is up-to-date

Posting at least once daily

Threads are used for long-form content

Engaging with replies and quote tweets

Lists are set up to monitor competitors and industry

Spaces or audio content is explored (if relevant)

TikTok

0/8

Business account is set up

Bio includes CTA and link

Posting at least 3-5 times per week

First 3 seconds of videos are attention-grabbing

Using trending sounds and effects

Captions include 3-5 relevant hashtags

Videos have on-screen text/captions

TikTok Shop is explored (if applicable)

YouTube

0/9

Channel art and banner are professional and up-to-date

Channel description includes keywords and links

Playlists are organized by topic

Custom thumbnails are used for every video

Video titles include target keywords

Descriptions include timestamps and links

End screens and cards are used to promote other videos

YouTube Shorts are posted regularly

Community tab is used for polls and updates