A social media audit is a systematic review of all your social media platforms: what you're doing, how it's performing, and where opportunities for improvement lie.
Your goals:
- See all channels in one place
- Find growth opportunities
- Discover what competitors are doing
- Set realistic KPIs
- Stop activities that don't generate results
Time investment:
- 1-2 hours for small businesses (2-3 channels)
- 3-4 hours for medium businesses (5+ channels)
- 1 day for large businesses (multiple accounts, teams)
How to Use This Template
The template has 8 main sections that help you assess your social media presence. You can copy the entire template or use sections individually.
Sections: 1. Network Overview 2. Audience Analysis 3. Content Analysis 4. Competitive Analysis 5. Metrics and KPIs 6. Growth Opportunities 7. Workflow Efficiency 8. Action Plan
Section 1: Network Overview
What to track:
- Platform name
- Account start date
- Follower count
- Activity level (last month)
- Last post date
- Is account active?
Example data:
Instagram: Started March 2021, 1,250 followers, Active this month, Last post March 14, In use
Facebook: Started August 2019, 890 followers, Active this month, Last post March 12, In use
TikTok: Started January 2023, 320 followers, Active this month, Last post March 10, In use
LinkedIn: Started June 2020, 2,100 followers, Active this month, Last post March 11, In use
What to identify:
- Which platforms are working (active status)
- Which are dead (last post over 3 months ago)
- Which you need to start
Section 2: Audience Analysis
What to track:
- Age range
- Location
- Interests
- Active hours
- Engagement rate
Example data:
Instagram: Age 28-35, Ljubljana 60%, Fashion and HR tech, Active 19:00-22:00, 3.2% engagement
Facebook: Age 35-50, Celje 40%, Local news, Active 10:00-12:00, 1.5% engagement
TikTok: Age 18-28, Ljubljana 50%, Tech and startup, Active 20:00-23:00, 4.8% engagement
LinkedIn: Age 30-45, Ljubljana 70%, B2B and HR tech, Active 08:00-10:00, 2.1% engagement
What to identify:
- Does your audience match your business?
- Which times are most active?
- Which platforms have the best engagement?
Section 3: Content Analysis
What to track:
- Post type (photo, video, carousel, text)
- Content theme
- Post frequency (per month)
- Average interactions
- Top 3 posts
- Bottom 3 posts
Example data:
Instagram: Video posts, Fashion theme, Average 250 likes and 18 comments, Best: New collection video with 1,200 likes, Worst: Office photo with 23 likes
Facebook: Carousel posts, Local events theme, Average 85 likes and 12 comments, Best: Restaurant event with 430 likes, Worst: Parking lot photo with 15 likes
TikTok: Video posts, Tech theme, Average 520 likes and 32 comments, Best: Tech review with 2,100 likes, Worst: Too long video with 45 likes
LinkedIn: Text with photo, HR tech theme, Average 180 likes and 22 comments, Best: Employee promotion with 560 likes, Worst: Regular news with 28 likes
What to identify:
- Which post types perform best?
- Which themes generate most engagement?
- Which posts aren't working at all?
Section 4: Competitive Analysis
Select 3-5 main competitors and track:
- Follower count
- Activity level
- Content type
- Best posts
- Unique value proposition
Example data:
Company A (Instagram): 5,000 followers, High activity, Video and carousel content, Best post: Fashion sale with 3,000 likes, Unique value: Discounted prices
Company B (Facebook): 3,200 followers, Medium activity, Local news content, Best post: Local event with 800 likes, Unique value: Scientific education
Company C (TikTok): 1,200 followers, Low activity, Tips content, Best post: Business tips with 450 likes, Unique value: Industry knowledge
What to identify:
- What does the competition do better?
- Which posts have higher engagement?
- What can you learn from them?
Section 5: Metrics and KPIs
For each platform track:
- Engagement rate
- Follower growth
- Posts per week
- Average engagement
- Clicks to website
- Sales from social media
Example data:
Instagram: 3.2% engagement, +8% follower growth, 4 posts/week, 260 likes and 18 comments average, 85 clicks/month, 12 sales/month
Facebook: 1.5% engagement, +5% follower growth, 3 posts/week, 88 likes and 12 comments average, 42 clicks/month, 6 sales/month
TikTok: 4.8% engagement, +15% follower growth, 5 posts/week, 520 likes and 32 comments average, 120 clicks/month, 18 sales/month
LinkedIn: 2.1% engagement, +6% follower growth, 3 posts/week, 185 likes and 23 comments average, 63 clicks/month, 9 sales/month
What to identify:
- Which platforms have the best ROI?
- Which need more content?
- Where do your followers convert to sales?
Section 6: Growth Opportunities
Based on analysis, determine:
- Best posting times
- Best post types
- Best themes
- Need for new platforms
- Missing goals
Example data:
Instagram: Best time 19:00-22:00, Best types: Video and Reels, Best themes: Fashion and tech, New platform: No, Missing: Better strategy needed
Facebook: Best time 10:00-12:00, Best types: Carousel and video, Best themes: Local events, New platform: No, Missing: More content needed
TikTok: Best time 20:00-23:00, Best types: Video and trending, Best themes: Tech and startup, New platform: Maybe Twitter, Missing: Focus direction
LinkedIn: Best time 08:00-10:00, Best types: Text with photo, Best themes: HR tech and B2B, New platform: No, Missing: Competitive analysis
What to identify:
- Where are your biggest opportunities?
- What decisions can you make now?
- What can you test next month?
Section 7: Workflow Efficiency
Examine how much time you spend on each activity:
Example data:
Content Planning: 4 hours/week, Staff: Yes, Outsourced: No, Automated: Partial with Picmim, Efficiency: Low
Content Creation: 6 hours/week, Staff: Yes, Outsourced: Partial with photographer, Automated: No, Efficiency: Medium
Publishing: 2 hours/week, Staff: Yes, Outsourced: No, Automated: Yes with Picmim, Efficiency: High
Engagement: 5 hours/week, Staff: Yes, Outsourced: No, Automated: No, Efficiency: Low
Analytics: 3 hours/week, Staff: Yes, Outsourced: No, Automated: Yes with Picmim, Efficiency: Medium
What to identify:
- Where are you losing the most time?
- Which activities can be automated?
- What can be outsourced?
Section 8: Action Plan
Based on all information, determine:
- 3-5 priorities for next month
- Responsible parties
- Measurable goals
- Timeline
Example priorities:
Priority 1: Grow TikTok followers to 500 – Responsible: Social Media Manager – KPI: +180 followers – Target: April 15
Priority 2: Move Facebook posts to 10:00 slot – Responsible: Social Media Manager – KPI: All posts moved – Target: March 25
Priority 3: Reduce content creation time by 30% – Responsible: Social Media Manager + Photographer – KPI: Under 4 hours/week – Target: April 1
Priority 4: Double LinkedIn posts from 3 to 6 – Responsible: Social Media Manager – KPI: +50% engagement – Target: April 10
Priority 5: Add Pinterest for fashion and decor – Responsible: Social Media Manager – KPI: First 200 followers – Target: April 20
How Often to Run an Audit
Recommended frequency:
- Small businesses: Once per year (with ongoing monitoring)
- Medium businesses: Twice per year (Q2 and Q4)
- Large businesses: Four times per year (quarterly)
Regular monitoring:
- Weekly: Posts per week, engagement per post
- Monthly: Follower growth, sales
- Quarterly: Competitive analysis, new KPIs
Common Mistakes to Avoid
Mistake 1: No goals means no evaluation. Without KPIs, you're just counting likes. Define what success looks like first.
Mistake 2: Not acting on data. Having all the data means nothing without decisions. "We'll think about it" doesn't work.
Mistake 3: Too focused on followers. Follower count matters, but engagement and sales are the real KPIs.
Mistake 4: No competitor comparison. You need to know what others are doing. Competitive analysis is essential.
Mistake 5: Inconsistent posting. One month with 5 posts, next month with 0. Consistency is key.
Conclusion
A social media audit isn't just counting numbers. It's a decision: what to continue, what to stop, and where to invest more.
Key takeaways:
- Don't try to do everything – choose the right 3-5 channels
- Don't just count – track the right KPIs (engagement, sales)
- Don't just monitor – decide and execute
Ready to start? Picmim automates social media monitoring, analytics, and reporting across all your channels. Eliminate 80% of manual work and focus on strategy. Try the 14-day free trial at picmim.com.
Article prepared for Picmim blog. Last updated: March 2026.
