What a Social Media Audit Covers
A thorough social media audit examines:
Account inventory: All social media profiles (including forgotten or abandoned ones), usernames, bios, profile photos, and contact information for consistency and completeness
Content performance: Historical posting frequency, top-performing posts by engagement and reach, content mix analysis (what formats/topics are performing)
Audience data: Current follower counts, demographic breakdown, follower quality, and growth trends
Platform presence: Are you on the right platforms for your audience? Are you missing any key platforms?
Brand consistency: Does your bio, logo, tone, and visual identity match across all platforms?
Competitive benchmarking: How does your account performance compare to key competitors on similar metrics?
When to Conduct an Audit
- Before developing or updating a social media strategy
- When onboarding a new client (for agencies or managed services)
- When performance is unexpectedly declining
- Quarterly or biannually as a routine health check
Key Outputs of an Audit
- Baseline performance benchmarks (against which future performance is measured)
- Identified content formats and topics that have historically performed well
- Platform prioritization recommendation
- Action items: what to stop, start, or change
Social Media Audit at Aibrify
Aibrify conducts a comprehensive social media audit during onboarding. This baseline informs your content strategy, platform priorities, and performance targets from day one, and the audit data is available in your dashboard.