How to Run a Social Media Audit: A Template for Finding What to Keep, Fix or Stop

It is a structured review of every social profile your organisation owns, what each is for, how it performs and whether it is accurate and secure. The output is a short list of decisions, not a report for its own sake.

Begin with a list of all accounts: official pages, regional pages, old campaigns and any accounts created by former staff. Record owner, login holder, purpose and last post.

For each profile, check name, handle consistency, bio, links, contact details and brand assets. Then review content: top and bottom performers, mix of formats, response times and tone. Finally, review audience fit against your target buyer.

Include security: two-factor authentication, admin roles and who can post. Remove access for people who have left.

Score each account against a few goals, such as reach, engagement from target accounts, traffic and leads. Compare with the effort spent. Low value and high effort is a candidate to retire; high value and low effort is worth more investment.

Document decisions with owners and dates, and add a quarterly check to the calendar.

Fix profile and security gaps first, since they are quick. Then update the content plan around what worked. Retire unused accounts carefully: redirect followers, keep the handle if brand protection matters and archive content you may need.

Share a one-page summary with the team and agree on actions. An audit that does not change behaviour is a wasted afternoon.