Run this audit quarterly to assess the effectiveness of your social media efforts and identify opportunities for improvement.
Account Inventory
List every social media account your company owns, including any accounts that may have been created and abandoned.
| Platform | Handle/URL | Owner | Status | Followers | Last Post Date | Verified |
|---|
| LinkedIn (Company) | | | Active / Inactive / Abandoned | | | Y / N |
| LinkedIn (Showcase) | | | | | | |
| Twitter/X | | | | | | |
| YouTube | | | | | | |
| Instagram | | | | | | |
| Facebook | | | | | | |
| TikTok | | | | | | |
| Other | | | | | | |
Action items from inventory:
Fill in the last 90 days of data for each active platform.
LinkedIn
| Metric | This Quarter | Last Quarter | Change |
|---|
| Followers | | | +/- % |
| Impressions | | | +/- % |
| Engagement rate | | | +/- % |
| Post frequency (per week) | | | |
| Click-through rate | | | +/- % |
| Top-performing post (URL) | | | |
| Leads generated | | | +/- % |
| Metric | This Quarter | Last Quarter | Change |
|---|
| Followers | | | +/- % |
| Impressions | | | +/- % |
| Engagement rate | | | +/- % |
| Post frequency (per week) | | | |
| Click-through rate | | | +/- % |
| Top-performing post (URL) | | | |
YouTube
| Metric | This Quarter | Last Quarter | Change |
|---|
| Subscribers | | | +/- % |
| Views | | | +/- % |
| Average watch time | | | +/- % |
| Videos published | | | |
| Top-performing video (URL) | | | |
Content Performance Analysis
Top 5 Posts (by engagement)
| Rank | Platform | Post Summary | Engagement | Impressions | Format |
|---|
| 1 | | | | | Text / Image / Video / Carousel |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |
Bottom 5 Posts (by engagement)
| Rank | Platform | Post Summary | Engagement | Impressions | Format |
|---|
| 1 | | | | | |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |
Content Mix Analysis
| Content Type | % of Total Posts | Avg. Engagement Rate | Recommendation |
|---|
| Educational / How-to | | | Increase / Maintain / Decrease |
| Product updates | | | |
| Customer stories | | | |
| Industry news / commentary | | | |
| Team / culture | | | |
| Promotional / CTA | | | |
Audience Analysis
| Metric | Details |
|---|
| Primary audience demographic | |
| Does audience match ICP? | Y / N / Partially |
| Top audience locations | |
| Most active times | |
| Audience growth rate (quarterly) | |
Competitor Benchmarking
| Metric | Us | Competitor 1 | Competitor 2 | Competitor 3 |
|---|
| LinkedIn followers | | | | |
| LinkedIn post frequency | | | | |
| LinkedIn engagement rate | | | | |
| Twitter followers | | | | |
| YouTube subscribers | | | | |
| Content themes they cover that we do not | | | | |
Findings and Action Plan
What is working well
What needs improvement
Action items for next quarter
| Action | Owner | Deadline | Priority |
|---|
| | | High / Medium / Low |
| | | |
| | | |
| | | |
| | | |