Social Media Audit

Social Media Audit Skill

This skill produces a comprehensive social media audit covering profile completeness, content performance, audience engagement, posting consistency, competitive position, and a prioritised improvement plan. Output is ready for a social media manager, marketing lead, or agency to act on immediately.

Required Inputs

Ask the user for these if not provided:

• Brand / handle name — which account(s) to audit
• Active platforms — which social channels to include (LinkedIn, Instagram, X/Twitter, TikTok, YouTube, Facebook, etc.)
• Audit timeframe — what period to review (e.g. last 90 days, last 6 months)
• Business goal — what social media should be achieving (brand awareness / lead gen / community / sales)
• Competitor handles — 2–3 competitors or benchmark accounts for comparison
• Available metrics — follower count, average engagement rate, post frequency, reach, impressions (if the user has them)

Output Structure

Social Media Audit: [Brand Name]

Audit period: [e.g. Feb–Apr 2026] Platforms audited: [List] Audited by: [Name / role] Date: [Date] Overall health score: [X / 100]

1. Audit Summary — Health Score

Score each dimension out of 10. Weighted total = overall health score out of 100.

Overall verdict: 🟢 Strong (80–100) / 🟡 Developing (60–79) / 🔴 Needs work (<60)

2. Platform-by-Platform Analysis

Repeat this section for each active platform:

[Platform Name] — Score: [X/10]

Profile health:

• Bio / description: [Clear and keyword-rich / generic / missing]
• Profile photo / banner: [Professional / outdated / mismatched]
• Link in bio / CTA: [Present and current / missing]
• Pinned content: [Exists and strategic / outdated / none]
• Contact info / location: [Complete / incomplete]

Audience:

• Followers: [X]
• Follower growth (audit period): [+X% / -X% / flat]
• Follower quality: [Relevant audience / mixed / unclear]

Content performance:

Content audit — what you posted:

Top 3 performing posts:

1. [Post description + why it worked]
2. [Post description + why it worked]
3. [Post description + why it worked]

Bottom 3 performing posts:

1. [Post description + why it underperformed]
2. [Post description + why it underperformed]
3. [Post description + why it underperformed]

Posting patterns:

• Best performing days: [e.g. Tue, Thu]
• Best performing times: [e.g. 08:00–10:00]
• Actual posting pattern: [e.g. sporadic / daily / consistent]
• Consistency score: [Consistent / irregular / sporadic]

Platform verdict: [2–3 sentences on what's working, what isn't, and the #1 change to make]

3. Competitive Benchmarking

Compare against 2–3 competitors or aspirational accounts:

Competitive gaps:

• Where you're ahead: [Specific metrics or tactics where you outperform]
• Where you're behind: [Specific gaps — follower count, engagement, content variety]
• Opportunities they're missing: [Whitespace you could own]

What competitors are doing well that you should steal (ethically):

1. [Tactic / format / approach]
2. [Tactic / format / approach]
3. [Tactic / format / approach]

4. Content Strategy Assessment

Are you posting the right mix?

Content gaps identified:

• [Gap 1: e.g. No video content despite video outperforming text on Instagram]
• [Gap 2: e.g. No customer stories or social proof]
• [Gap 3: e.g. Hashtag strategy missing — no discoverability beyond existing followers]

5. Audience Insights

Follower quality assessment:

• Do followers match the target audience? [Yes / Partially / No]
• Signs of inorganic growth? [e.g. high follower count, very low engagement = possible bought followers]
• Most engaged audience segments: [e.g. industry, role, geography if visible from analytics]

Engagement quality:

• Comment sentiment: [Positive / Mixed / Negative / Sparse]
• Are comments substantive or just emoji reactions? [Substantive / Surface-level]
• Are you responding to comments? [Always / Sometimes / Rarely / Never]
• DMs / direct inquiries from social: [High / Low / None tracked]

6. Prioritised Action Plan

Ranked by impact × effort:

🔴 Do immediately (this week)

🟡 Do this month

🟢 Do this quarter

7. 30-Day Quick Win Plan

The fastest way to improve the score by 10+ points:

Quality Checks

• Every platform scored against objective criteria, not guesswork
• Competitive benchmarks use real data, not assumptions
• Content audit covers actual post types posted, not idealised mix
• Recommendations are specific and actionable — not "post more content"
• Action plan is sequenced by impact × effort, not just effort
• 30-day plan has named owners and measurable success metrics

Example Trigger Phrases

• "Audit our social media presence"
• "Review our Instagram and LinkedIn performance"
• "How are we doing on social compared to competitors?"
• "What's working and what isn't on our social channels?"
• "Give me a social media health check for [brand]"

Anti-Patterns

• Do not score platforms against guesswork — every score must be based on actual metrics provided or observable data
• Do not write recommendations as "post more content" or "improve engagement" — every action must be specific and measurable
• Do not use competitor benchmarks that are not based on real data — fabricated benchmarks invalidate the competitive gap analysis
• Do not audit content mix based on what should have been posted — analyse what was actually posted during the audit period
• Do not sequence the action plan by effort alone — sequence by impact × effort so the highest-value actions come first