Social Media Audit Checklist for Small Brands

A social media audit is a regular review of your accounts to see what is working, what is outdated and where to focus next. Doing one every quarter or twice a year keeps your effort pointed at results instead of habit.

Step 1: List every account

Write down all profiles, including old or forgotten ones. Note the platform, handle, owner, login holder and last post date. Close or archive accounts you no longer use, and secure the rest with strong passwords and two-step verification.

Step 2: Check profile consistency

• Same logo and name across platforms.
• Clear bio explaining what you do and for whom.
• Working link to your website or booking page.
• Updated contact details and business hours.
• Pinned or featured content that reflects current offers.

Step 3: Review content performance

Export or note your last three months of posts. For each platform, find:

1. Top five posts by engagement and by clicks or enquiries.
2. Bottom five posts.
3. Patterns in format, topic, length and timing.

Compare them with your content pillars to see whether you are covering the topics you planned.

Step 4: Study your audience

Check follower location, age range and active times where the platform shows them. Does this match your ideal customer? If not, review your customer persona and adjust content.

Step 5: Look at engagement quality

• Are people commenting meaningfully or only liking?
• Do you reply to comments and messages quickly?
• Are there unanswered questions or complaints?

Step 6: Benchmark against peers

Look at three similar brands. Note what they post, how often and what gets response. Use this to find gaps, not to copy. Our competitor analysis guide explains the method.

Step 7: Match to goals

List your business goals, such as leads, bookings or awareness. For each platform, ask whether it is contributing. Decide to invest, maintain or pause.

Hypothetical example

A bakery audits four accounts and finds that its Facebook Page has not been updated in months, while Instagram brings most enquiries. It pauses Facebook posting, redirects time to Stories and Reels, and revisits the decision next quarter.

Create an action list

Turn findings into a short list with an owner and a date: fix, start, stop and test. Record results in a simple sheet, and use the social media strategy template to update your plan.