Social Media Audit Template: Review Accounts and Results

A social media audit is a structured review of the accounts a business controls, how each profile represents the brand, what activity produced, and what to change next. This template is designed for a periodic working review, not a content calendar or a channel-by-channel popularity contest. It helps turn scattered account information into an owned inventory, a comparable record of evidence, and a short action list.

Choose one comparison period and use it consistently across accounts. Record the audit date, the reporting period, the business objective being reviewed, and whether the account activity is organic, paid, or both. A retail launch, recruitment drive, and customer-support programme should not be judged against the same outcome. Decide which actions matter for this review: qualified site visits, enquiries, saves, video views, messages, registrations, or another observable signal.

Start with one row per account. This makes dormant, duplicate, unofficial, or inaccessible accounts visible before time is spent reviewing individual posts. Add a second sheet for the post-level review if an account is active enough to need it.

The URLs and entries in this table are fictional examples. Replace them with your own evidence; do not mark a profile complete merely because it exists.

Search for branded account names as well as checking internal records. Capture the URL, handle, account type, audience, owner, administrator access, recovery contact, last post date, and whether the account is still needed. Flag accounts that cannot be accessed, duplicate another official account, or direct people to outdated contact details. This is an operational review as much as a communications review: an unowned account cannot be reliably measured or maintained.

Review the display name, handle, logo or profile image, short description, website link, contact route, location information, featured items, and visible calls to action. The goal is not identical wording everywhere. It is a recognisable identity and an accurate next step for the audience on that account. Test important links on a phone and record the destination. Where a profile promotes a time-limited offer, note the expiry date so it can be removed or refreshed.

Export the selected period from each platform, then review the posts that contributed most and least to the chosen objective. Record the format, topic, audience segment, call to action, distribution type, and result. Compare like with like where possible: an awareness video and a lead-generation post may serve different jobs. Avoid treating follower count as a proxy for business value without a defined reason.

Use each platform’s native reporting definitions rather than assuming measures mean the same thing everywhere. Meta says its Business Suite Insights can report organic and paid Facebook Page and Instagram profile activity, including views, content interactions and link clicks. LinkedIn describes separate analytics for content, followers, visitors and search appearances. Keep the platform label beside every exported measure so the report can be interpreted later.

If an account is meant to drive website action, check that the profile link and campaign links are measurable. Google Analytics explains that UTM parameters on referral links and campaign URLs can identify campaigns that refer traffic, and that the values are available in the Traffic acquisition report. Use one written naming convention for source, medium and campaign before comparing results; inconsistent labels can fragment the same activity across reports.

For every finding, write the evidence, proposed change, owner, review date, expected signal, and status. Use a simple priority rule: address high-impact items with small or moderate effort before lower-value refinements. Examples include restoring administrator access, correcting a broken profile link, clarifying an account purpose, or testing one documented message on a relevant account. A useful audit ends with assigned decisions, not a long list of observations.

Fictional example: an Instagram bio links to an expired campaign page, while the account’s current purpose is to generate product enquiries. The worksheet records the broken destination as evidence, assigns the website link update to a named owner, and checks whether the replacement page uses the agreed UTM naming. The expected signal is measurable referral traffic and completed enquiries from that destination. This is stronger than claiming that a bio change will automatically improve reach or sales.

An audit documents what was accessible during a chosen period. It does not prove that one post caused a commercial outcome, make unlike platforms directly comparable, or supply a universal performance benchmark. Native analytics definitions, privacy settings, paid distribution, incomplete tracking, and missing account access can all limit conclusions. Mark uncertainty in the worksheet, preserve the source and export date, and review the action list after changes have had time to produce data.

This guide was prepared with AI-assisted, source-linked research. Examples are illustrative; confirm current platform settings and policies for your own business.