Social Media Audit
Social Media Audit
What it is: A Social Media Audit evaluates your brand’s presence, performance, and strategy across social channels. It analyzes engagement, content types, audience demographics, and channel effectiveness to uncover what’s working and what’s not.
Why it matters for ecommerce merchants: Social is often your first impression. A clear audit reveals where you're thriving, where you’re silent, and where to shift strategy. Sprout Social reports that 78% of consumers are more willing to buy from a brand after a positive experience on social.
Common Steps
1. Profile & Branding Consistency Check Start with a surface-level review of your brand across platforms: Are your handles, bios, and links consistent? Is your profile imagery (logos, headers, highlights) aligned with your brand identity? Are your links functional and trackable (via UTM parameters or link-in-bio tools)? This ensures a cohesive experience for new visitors.
2. Performance Metrics Review Dig into platform analytics to assess past performance: Engagement rate (likes + comments / reach) Follower growth and impressions Click-through rate (CTR) to website or product pages Conversion tracking if integrated with ecommerce platform Tools: Meta Business Suite, TikTok Ads Manager, Sprout Social, Hootsuite
3. Content Strategy Evaluation Audit your content mix, messaging, and frequency: Are you balancing product promotion with value-based and community content? Are you using a variety of formats, reels, carousels, stories, UGC? Do your posts match platform tone (e.g., TikTok vs. LinkedIn)? This identifies content gaps and optimization opportunities.
4. Audience & Targeting Insights Evaluate who you’re reaching, and who you should be: Review demographics and engagement behaviors Compare organic vs. paid reach Use lookalike or interest-based audience tools for gap identification This helps refine future segmentation and campaign targeting.
5. Competitive Benchmarking Compare your presence and strategy with competitors: Who’s engaging their audience better ,and how? What creative formats or influencer partnerships are gaining traction? Are there platforms or trends you’re missing? Use insights to identify opportunities to differentiate or emulate.
Challenges:
- Gathering consistent data across multiple platforms
- Auditing visual and voice consistency across content
- Comparing engagement across paid vs. organic performance
- Incorporating findings into actionable strategies
