Setting and managing client expectations around social media timelines is key to maintaining A social media audit is a powerful tool for identifying areas of improvement and setting a strong foundation for a new client’s social media strategy. This template is designed to help agencies analyze a potential client’s current social media presence, highlight quick wins, and identify long-term growth opportunities.
Use this audit as a way to showcase your expertise and demonstrate the value your agency can bring to their social media efforts.
1. What to Include in a Social Media Audit:
The goal of a social media audit is to get a complete picture of the client’s current social media performance, strengths, and areas for improvement. The audit should cover the following key areas:
- Profile Review:
Analyze the completeness and consistency of the client’s social media profiles across platforms.- Is the profile picture/logo consistent across all platforms?
- Is the bio or ‘About’ section clear and relevant?
- Are all links (website, contact info, other social profiles) up-to-date?
- Content Analysis:
Review the types of content the client is posting and its effectiveness.- What type of content is performing best (e.g., images, videos, blogs)?
- How often are they posting, and what’s the engagement rate?
- Are they using hashtags effectively? Are there opportunities to optimize?
- Engagement Metrics:
Assess how well the client is engaging with their audience.- What is the average engagement rate (likes, comments, shares)?
- Are they responding to comments and messages promptly?
- Are there common themes in comments (e.g., questions, complaints, praise)?
- Audience Analysis:
Look at who is engaging with the client’s content.- What is the demographic breakdown of their audience (age, location, interests)?
- Are there any gaps between their current audience and target audience?
- What time of day does engagement peak?
- Competitive Analysis:
Compare the client’s social media presence to key competitors.- Who are their main competitors?
- What are competitors doing well that the client isn’t?
- Are there opportunities for differentiation?
2. Step-by-Step Audit Process:
Here’s a step-by-step breakdown of how to conduct a comprehensive social media audit:
- Collect Key Information:
- Gather all necessary information about the client’s social media profiles (e.g., URLs, profile names, and bios).
- List their main competitors and industry benchmarks for comparison.
- Analyze Each Platform Separately:
- Review performance on each platform individually (Facebook, Instagram, LinkedIn, etc.).
- Use a scoring system (e.g., 1-5) to evaluate profile completeness, content quality, and engagement.
- Highlight Quick Wins:
- Identify areas where the client can see immediate improvement (e.g., updating bios, using branded hashtags).
- Outline changes that can be implemented in the first month to show quick results.
- Identify Long-Term Opportunities:
- Suggest strategies for longer-term improvements, such as content formats to try, engagement tactics, or platform expansion.
- Create a Visual Summary:
- Use charts or graphs to present key metrics and comparisons visually.
- Include a summary section that highlights the top 3-5 recommendations.
3. Social Media Audit Template:
Download and use this template to structure your audit report. It includes placeholders for key sections and suggested content for each.
4. Presenting the Audit to Clients:
After completing the audit, present it in a visually engaging format, such as:
- PowerPoint Deck: Create a slide deck that highlights key findings.
- One-Page PDF Summary: Include the most important insights and recommendations.
- Interactive Google Sheet: Share the audit in an editable format, allowing the client to review and comment.