How to Conduct Social Media Auditing for Small Business

August 26, 2022


Create a Spreadsheet for Tracking Social Media Metrics

Conduct Social Media Metrics

Investigate top-performing posts

Evaluate Social Media Content

Set New SMART Goals


Do you wonder who among your Facebook or Instagram followers constantly engages with your posts? Trivial as it sounds, your customers' social media engagement determines how they feel about your business. Post reactions such as Likes, comments, and shares may feel like a success. Still, social media platforms are evolving their Artificial Intelligence (AI) and algorithms, and so too for every business.

Social Media Auditing includes reviewing your social media profiles, content, posts, posting schedules, and audience engagement for strengths and weaknesses, measuring your growth, overall social strategies, opportunities, and what to do to improve your space. In evaluating your marketing efforts, social media auditing helps check whether your plan is in the right way and if your business is getting the results it aims for. 

In this blog, we provide six steps on how to conduct your Social Media Auditing for your business:

Create a Spreadsheet for Tracking Social Media Metrics

The first key to successful auditing is organization. Create a spreadsheet that summarizes what aspect of your business needs auditing. List or make an inventory of all your social media platforms, products, or services you promote, determine who interacts/schedules posts on a specific forum and who engages with your clients.

Organizing these details is essential so you will get an overview of what area in your business strategy needs immediate action and planning. Then, when you're all set, you can start working on assessing your social media branding.

Conduct Metrics

The first step of the actual audit is to perform reports that provide data on the performance of your social media activity metrics. For example, the data will indicate how many followers you have on each platform, how much your follower count has increased or decreased in a set time frame, engagement, estimated brand awareness, and more.

In doing reporting, you can focus on:

  • Engagement rates. It will tell you how effective your content is to your audience. 
  • Follower Numbers. Knowing the number of your business following lets you know whether your content has reached or successfully connected to your target clients. This helps you adjust your strategy to a targeted audience.
  • Conversion rates. This would tell us if our call-to-action effectively turns customers into paying clients.
  • Community Management. Find out how well you're doing when engaging with your community. If your goal is to expand your business network, re-evaluate the number of engagements you have with the communities you joined. 

All these social media reporting allow you to examine your community-building efforts from all angles and improve your strategy in the future.

Investigate top-performing posts

Your aim at this step is to find patterns and trends regarding the type of content the client's audience prefers. Next, check out which platforms send you the most organic and paid traffic. Next, you can use free analytic tools to review your social media content that typically has a higher audience reach. Your aim in doing this is to improve your strategy to increase organic reach and engagement from your customers.

Evaluate Content

In your content, you may notice that some get more shares, but others get more replies. While claims are suitable for brand awareness and community building, answers can help form strong relationships more immediately. Hashtags that earned you the most interactions on both Instagram and Twitter can be crucial for reach-building and give you an idea of what content your audience likes.

In evaluating your social media content, always look at your posts and see what's getting the most engagement. See what types of content get more likes, retweets/shares, and comments, and take note of that. Each platform may present different data since they have unique algorithms that track social media engagements.

Set New SMART Goals

Now that you've got all the data. You know where you stand and how you measure up to the goals you set. Based on the knowledge, it's time to set new SMART goals and develop strategies surrounding them. 

SMART goals are specific, measurable, agreed-upon, realistic, and time-based goals. Knowing what you know about your business, social media, and community can help you develop new strategies for your business. For example, maybe you've focused on the more beneficial hashtags or realized that video content gets a much better reach and helps you grow that way.

This will all be most effective when you connect social media goals to direct business goals. Getting more followers, for example, means that more people will see your posts about upcoming events your business is hosting.


With the unprecedented changes in digital marketing, conducting timely social media auditing is essential to help businesses conceptualize actions to stay ahead of their competitors. If you are a business owner and want to know if your marketing strategies are working well, this is the time you need to get serious about gathering your social media data. 

Social Media is a platform with many advantages for businesses. But, it can also give complex and recurring tasks that reduce your focus on building your business. Our team can help you manage these tasks and develop your business marketing so you can focus on other important matters. 

Let us help you in your business journey. Schedule a call today!

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