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

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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]

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1. Audit Summary — Health Score

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

Dimension	Weight	Score (/10)	Weighted Score	Assessment
Profile completeness & branding	10%	[X]	[X]	[1-sentence note]
Content quality & consistency	25%	[X]	[X]	[1-sentence note]
Audience engagement	20%	[X]	[X]	[1-sentence note]
Follower growth	15%	[X]	[X]	[1-sentence note]
Platform strategy fit	15%	[X]	[X]	[1-sentence note]
Competitive position	15%	[X]	[X]	[1-sentence note]
Total	100%	—	[X/100]	[Overall verdict]

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

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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• Profile photo / banner: [Professional / outdated / mismatched]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• Pinned content: [Exists and strategic / outdated / none]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:

Metric	Your account	Benchmark / competitor	Gap
Posts per week	[X]	[X]	[+/- X]
Average engagement rate	[X%]	[X%]	[+/- X%]
Average reach per post	[X]	[X]	[+/- X]
Top format by engagement	[e.g. carousel]	[e.g. video]	[Match / mismatch]

Content audit — what you posted:

Content type	% of posts	Avg engagement	Verdict
Educational / how-to	[X%]	[X%]	[Keep / scale / drop]
Product / promotional	[X%]	[X%]	[Keep / scale / drop]
Behind-the-scenes	[X%]	[X%]	[Keep / scale / drop]
Social proof / testimonials	[X%]	[X%]	[Keep / scale / drop]
Engagement bait / conversation starters	[X%]	[X%]	[Keep / scale / drop]

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]

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3. Competitive Benchmarking

Compare against 2–3 competitors or aspirational accounts:

Metric	[Your brand]	[Competitor 1]	[Competitor 2]	[Competitor 3]
LinkedIn followers
LinkedIn eng. rate
Instagram followers
Instagram eng. rate
Post frequency (all platforms)
Content formats used
Top content theme

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]

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4. Content Strategy Assessment

Are you posting the right mix?

Principle	Met?	Evidence	Recommendation
80/20 rule: audience value vs self-promotion	[Yes/No]	[X% promotional posts]	[...]
Consistent content pillars	[Yes/No]	[Pillars identified or not]	[...]
Format variety (not just text posts)	[Yes/No]	[Format breakdown]	[...]
Regular engagement with audience	[Yes/No]	[Reply rate, comment engagement]	[...]
SEO / discoverability in profiles and posts	[Yes/No]	[Keywords, hashtags used]	[...]

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]

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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]

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6. Prioritised Action Plan

Ranked by impact × effort:

🔴 Do immediately (this week)

Action	Platform	Why	Expected impact
[e.g. Update LinkedIn bio with clear value prop and keywords]	LinkedIn	Profile discovery	Higher profile views
[e.g. Pin best-performing post to top of profile]	Instagram	First impression	Higher follow rate
[e.g. Add link in bio with UTM tracking]	All	Traffic attribution	Measurable ROI

🟡 Do this month

Action	Platform	Why	Expected impact
[e.g. Launch a weekly educational carousel series]	LinkedIn	Fills content gap, high engagement format	+X% engagement rate
[e.g. Start responding to all comments within 24h]	All	Signals algorithm engagement	Improved reach
[e.g. Test video format 2x per week]	Instagram / TikTok	Underutilised high-reach format	Follower growth

🟢 Do this quarter

Action	Platform	Why	Expected impact
[e.g. Define 3–5 content pillars and build a monthly calendar]	All	Strategic consistency	Compound growth
[e.g. Run a hashtag audit — identify 15–20 relevant tags per platform]	Instagram / LinkedIn	Discoverability	Organic reach
[e.g. Source 3 customer stories for social proof content]	All	Social proof pillar	Trust + conversion

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7. 30-Day Quick Win Plan

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

Week	Priority action	Platform	Owner	Success metric
1	[e.g. Fix all profile gaps — bio, photo, CTA, pinned post]	All	[Name]	100% profile completeness
2	[e.g. Post 3x educational carousel / video this week]	LinkedIn / IG	[Name]	≥X% engagement rate
3	[e.g. Engage actively — comment on 10 accounts per day]	LinkedIn / IG	[Name]	+X new followers
4	[e.g. Review analytics and double down on best format]	All	[Name]	Identify top performing format

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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