How to do a Social Media Audit for a Client? (Beginner’s Guide)

How to do a Social Media Audit for a Client? (Beginner’s Guide)
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Are you seeking the answer to how to do a social media audit for a client?

The term “audit” deserves a lot more respect than it now receives.

Whenever anyone hears this word audit, it’s so apparent that it immediately conjures images of tax and a bunch of accounting documents to calculate with invoices and other documents stowed in the cabinet. Any audit may seem like a complex task, which is unfortunate since not all types of audits work the same way.

Whenever you repair or customize your car in your garage, it is effectively a vehicle audit. In contrast, visiting a doctor for a health check-up is a health audit. This kind of auditing activity will help you to gather lots of knowledge.

The same goes for a social media marketing audit. An analysis of how you handle your online business may teach you a lot. So if you want to become an expert in social media marketing, you have no other choice but to utilize the audit technique. 

Don’t let the term “audit” keep you from checking up on your social sites frequently. It’s a lot easier and more beneficial than you would believe.

Why does everyone need to audit their social media business pages?

By 2022, there will be more than 4 billion social media users throughout the globe. The total population of Earth is about 7.9 billion people. That’s wonderful since it gives you a great chance to attract internet customers. 

You shouldn’t miss out on it. However, not every company can get the best possible results from every platform. It is essential to look at what is currently performing the best is necessary to become successful.

If you do not improve, you are just losing your precious time and investment on failed initiatives. However, don’t be concerned. As part of a social media audit, this would be where it is relevant. 

You may learn how to conduct an audit for your client’s social media accounts in less than half an hour by reading this guide. The audit result will reveal if you’re on the path to success or in danger of losing more money.

For many people, maintaining an online presence takes a lot of time in a day; thus, it is hard if you work in a full-time job, and your full-time work demands that you dedicate all of your time and effort to it. Once social media accounts are left alone, they rapidly deteriorate. An audit may assist in returning things to the way they were.

Some people never give up and keep constantly working to maintain their social accounts, even though it takes significant effort to keep things steady and up to date. Of course, audits may assist in other cases, too. Opportunities for self-reflection and development exist when others act as leaders.

Just as an audit is valuable for people at any level of their social media marketing, it is for every social media user.

Recommended Reading: How Do Beginners Start Social Media Marketing? (Definitive Guide)

A checklist for you to use in your social media audit

And to prove it, I’m going to keep my word, and this will be simpler and more beneficial than you think. By following the steps shown here, it may take no more than 20-25 minutes to conduct an audit for the social media pages of your client.

Everything you need to know about social media marketing is here in this guide, and you may dive deeper to make it your style. I want you to enhance it and make a particular social media audit for your business pages. However, the audit should address the below issues:

Analyze social media business pages and profiles

  • The first step is to go on social media and identify all your accounts.
  • Be sure to review all of the facts on these accounts and ensure all imagery and messaging are consistent.
  • Continue to focus on your objectives and see how you are performing nowadays based on previous years.  

Size up your option and find relevant influencers

  • Choose several influencers in your niche, then look at how they use social media to promote their business.
  • Be on the lookout for personal branding and images on each profile.
  • Benchmark your social media data, including the number of followers and interactions.

Make a strategy for improving and achieving your social networking profiles. Why waste time? Let’s get started.

Recommended Reading: How Do I Create a Social Media Content Calendar? (Free Templates)

Gather all data from your social media pages

Before doing anything else, let us know where your client’s social pages are.

It may seem to be the most specific social media challenge in history. Where are you on the internet? It will be an easy win. It would be easy for you to make a list of primary social media accounts.

However, what will we do with several other social media sites outside of the Big Four, such as Facebook, LinkedIn, Twitter, and YouTube? Did you set up a YouTube channel accidentally a few years ago? 

For each new social network that you tried out when it was new, and you’ve never looked at again, how many times did you visit each week? Be aware of all of them. In addition to the powerful four social platforms, you should check out these more social platforms:

  • Pinterest
  • Instagram
  • Snapchat
  • Tumblr
  • Quora

Also, be on the lookout for unauthorized sources. Identify which are authentic and which are created by spammers. Search your brand hashtags throughout all of the leading social networks; you may be amazed by what you find. Just take a look here, Facebook results for Netflix, there you will find several pages along with the original one.

You will find lots of fake Facebook pages when conducting a social media audit.

As you discover new profiles, be sure to collect these pieces of information:

  • Social media networks.
  • The URL.
  • Name, about info, a business description of those profiles.
  • Followers.
  • Date of last activity of those profiles.

To keep the information structured, you may store the data into a spreadsheet and begin with the audit from there.

How to do a Social Media Audit for a Client? Read this guide and download free social media audit template.

Recommended Reading: Social Media Audit Template (Free download)

Add monthly parts to your audits. It is helpful when you go back and do an audit in the future. You might also add some slots for social platform-specific metrics since each platform is unique.

You may utilize your audit spreadsheet after you have this template set up. Let’s get started. Follow me through as I show you how to research Facebook, Pinterest, Instagram, and Twitter.

How to do a Facebook audit?

Facebook gathers all available useful metrics of your page. To audit your Facebook page, first, log in to your account and visit your page. 

Visit your Facebook page to begin the audit.

Here you will see the “Business Suite” option. Though you may use insights yet, I strongly recommend you to visit the Business suite.

Now click on the “Insights.” It will show you relevant metrics of your Facebook page.

How to do a Social Media Audit for a Client? Check important analytic data to measure the performance.

You will see how many reach your page is getting and how many paid to reach in the overview section. If you do not use any Facebook ad, then paid reach will show you 0% and 0 reaches. You can also see which one of your page content is getting how much reach in the overview. 

Scroll down a little bit, and you will see demographic information as well. If you want to see detailed info about your demographic such as age, gender, location, then click on the detailed reporting.

Identify which Facebook content are performing best.

Now, click on the content section to get a detailed report based on contents. From here, you will see how much reach, reaction, engagements your content is getting each. It is helpful to find out how your content is performing

If you want to download the full report, then click on the export button. How are you supposed to do a social media audit for your client with this information?

The simple answer is – do it according to your client’s needs. But, I will show you some simple ways to audit your client page.

Target Objective Measurable Metrics
Sales Clicks, visitors, and sales conversions
Visitors (eCommerce shop, website) Clicks
Mass awareness (branding) Engagements (likes, shares, and comments), hashtags
Downloads (eBook, white paper) Clicks, download conversions
Install app Download conversion

These are simple yet effective ways to audit a business page’s performance.

For example, if a Facebook page solely exists to send visitors to its associate website, getting tons of engagements is helpful. Because your goal is to get as many visitors as possible to your site, likes, shares, and comments have no meaning.

In contrast to this example, if a page’s target is to build mass awareness to the audience, getting tons of visitors to their site is ineffective. Your target is to get as many engagements from your audience as possible, not clicks on your links.

Recommended Reading: Facebook Marketing: 7 Advanced Ad Targeting Strategies for 2021

How to do a Twitter audit?

Because it’s so straightforward, Twitter promotion is one of my favorite methods for immediately attracting attention.

You may check your account’s metrics by going to the Ads Manager.

To begin, go to the “Analytics” menu and pick “tweet activity.” You’ll be able to see tweet activity, views, and more using this.

How to do a Social Media Audit for a Client? Visit Twitter analytics to begin your audit.

First of all, Twitter has an excellent user-friendly handy analytic feature that provides data of your tweet views for the last 28 days. You may also adjust it to the previous seven days or a specific number.

To check which tweets from your profile were the most popular within a specific period, go to the “Top Tweets” page. Twitter calculates this based on interaction and views.

There are several useful analytic metric available to get the idea of your content performance.

Do you see any patterns? Is there any specific tweet that is performing better than other tweets? These are the kind of questions that are beneficial to identify the secret behind success. You should ask yourself these questions when conducting the audit. 

Knowing your audience is the ultimate secret. Do you have any idea who your audiences are?

You may find out by going back to the top and clicking on “Audience insights,” then click on the “Analytics” menu. Make sure to choose followers.

You’ll see a summary with multiple tabs at first look.

You may obtain data about your audiences on this initial page, such as their:

  • Client interest
  • Audience buying habits
  • Audience income levels
  • Location
  • Gender
Check demographic information of your audience such as income level, occupation, location, age, etc.

It’s reasonable to argue that Twitter’s analytics system is unique. It’s also practical. There’s nothing you won’t find regarding your follower’s information, from their geographical locations to their house values. If you go to the “Lifestyle tab,” you’ll find a clear picture of their interests. It is excellent information for customizing your content.

The best practice is – find your audience’s interest and produce content according to their likings. When your audience realizes that your content reflects their needs, they will experience much more connected to your business. The following tab, “Consumer Behavior,” has a specific value if you have an eCommerce business.

Twitter analytic is great for identifying your target audience.

Twitter analytics tells us what sort of buying habits and interests our audience has and what kinds of things they want to purchase. If you sell items online, this is a goldmine.

It’s telling you exactly how they like to purchase a product and which type of products they want. Furthermore, the “Mobile Footprint” option shows you which devices your audience chooses to use the most.

How to do a Pinterest audit?

For marketers, Pinterest is a gold mine. It’s a site that places a premium on high-quality images, infographics, and visual material content. It also has a fantastic analytics page.

If you do not have a business account, then I want you to upgrade your account. It’s free to upgrade. Now, go to the top-left corner and pick “Analytics” and “Overview.”

Here you will find data about your pins impression, engagements, and most popular staple included in the overview. These first two indicators help track the progress of your account.

Understanding what material works well like you usually see in the Facebook analytic can help you provide more valuable data for your future content. It will improve your interaction and pins even more.

Identify which type of content works best for your audience?

Identify which pins are performing best.

To learn more about your Pinterest follower’s demographics, click on the arrow next to “People you reach.” You’ll learn about your audience location, age, gender, and native language. The “Interests” page displays the categories in which your audiences may be interested.

Make a note of them in your excel sheet. You might produce additional material in these categories in the future to see whether your followers like them.

On the “Profile” tab, you’ll see your pins, views saved, and clicks.

Check how many impression and views your content are getting from Pinterest.

The essential statistics here are probably saved and clicks. By looking at which posts receive the most saves from the audiences, you can choose which information to prioritize and reduce. It also displays which pins are bringing the most visitors to your site.

When you choose the “All-Time” option, you’ll see which pins receive the most shares, saves, and clicks are the most popular in searches. Identify if there are any commonalities amongst the pins with the most positive feedback. You should note this in your excel sheet.

Do not forget to make a note of any important information you find. If you do it correctly, then by now, your database should be complete with helpful information for audit.

How to do an Instagram audit?

For food, fashion, cosmetic, and furniture businesses, Instagram is a perfect social platform. Instagram has more than 700 million users. Furthermore, most US companies are currently utilizing it to contact clients.

Take note, Instagram Insights are only available if you have a business account. It is a built-in analytics tool that will let you measure performance. Unfortunately, it will not provide you analytic data about the post you publish before upgrading to a business account. However, it will show you data about the posts you make after that.

To get access to Instagram Insights, ensure that your Instagram profile is public.

Switch from a personal to a commercial Instagram account – you will be able to link your account to a Facebook Page. If you don’t already have one, you’ll need to establish one. Not to worry, you do not need to submit anything; all that is required is that it exists.

Don’t have any idea how to do it? No worries, here’s a quick video for you to check out.

Click on the analytic tab to get all the important metrics.

It is available through your account and your specific posts, as you can see below.

You’ll get a broad summary of your Instagram business account if you visit the Insights webpage. First, the next week reveals how many followers you have and post numbers.

Below is a graph containing information about you can find:

  • Impressions
  • Post organic and paid reach
  • Profile impression

We have the section “Followers” to go further. It offers some fundamental demographic data about your followers on Instagram.

Check Instagram follower breakdown to get the details of your audience.

Click ‘See more in the upper right corner for more information on your followers. It will draw up two additional graphs—the times when your audiences actively browse their Instagram account newsfeed.

The other one shows the most active days. You may use it to identify the best day and the best time to publish.

Instagram Posts

Next, analyzing the performance of your images is a smart move. You may do this in one method or two. You may first choose a single post and click on the button “View Info.”

The top appears for engagements, i.e., likes, saves, and comments. Instagram shows you how many profile views, engagements, followers, and website visits you are getting under the section “Actions.” Because hashtags are a significant element of Instagram’s marketing, invest some time to discover which ones are the most popular.

Think about adding something to your table if you like.

Over time the less efficient hashtags will be removed and replaced with better hashtags. The second way is to visit the Insights homepage postal area.

Click on the option, and it will show all posts and impressions from last year.

You may also sort it by date, the genre of a post, and metrics like comments and likes. You may make use of this in a variety of ways.

For example, filter by post to see whether your followers prefer images, videos, or other content. If you analyze the comments section, you’ll see which content types or CTA attract the most attention.

Recommended Reading: What are the Best 6 Types of Social Media for Online Marketing?


I hope this guide helped you to know how to do a social media audit for a client?

A social media audit is not time-consuming or complicated. You may finish your audit within less than half an hour if you follow the steps given in this article. Every social media site provides data and audience insights that are essential for your audit.

With enough practice, you’ll be able to audit any type of business page or account from any social network. They’ll help you strengthen your marketing techniques and communicate with your target audience in their language. The elements of a good audit are preparation and organization. That is why a primary excel database is so helpful.

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