Social media account audit

What the audit checks

Access and ownership come first

Urgent findings can be about access: an account registered to a former employee's email, an agency that still has full control, no one in the business able to recover the log-in. These risks matter more than any content issue, because losing an account means losing its history and followers. The audit should list every account, who owns it, who has access through the platform's roles and what needs changing. LinkedIn, for example, describes separate admin roles such as super admin, content admin and analyst.

How findings are ranked

Reviewing content

Look at a recent period of posts on each account, such as three to six months. Group them by theme and format, and note which drew comments, questions, shares, clicks or enquiries, and which drew nothing. The aim is not to judge individual posts but to see patterns: perhaps practical tips draw questions while promotional posts are ignored, or one platform produces enquiries while another produces only likes.

Example: an audit before hiring help

How people were answered

Check comments and messages over the review period: how many went unanswered, how long replies took, whether complaints were handled calmly and whether enquiries reached someone who could act. Unanswered questions visible on public posts can be a quick, important fix.

Is anything being measured?

Note whether the business tracks anything from social media beyond platform figures, such as enquiries, bookings or applications. If nothing is tracked, the audit should recommend a simple measure tied to what each account is for. Even a count of enquiries is enough.

After the audit

Fix urgent access issues immediately. Then work through the ranked list, or use it as the brief for a strategy or management service. Repeat a lighter audit once a year. Keep the audit with your records so the next one can be compared.

Is each platform worth keeping?

Part of an audit is asking whether each account earns its place. An account that never produces enquiries, conversations or useful contact with customers, and that no one has time to maintain, may be better paused or closed with a final post pointing people to where you are active. Closing an account is a business decision; the audit should set out the evidence, such as activity, response and effort, so the decision is made deliberately rather than by neglect.

Consistency across accounts

Check that the business name, description, logo, website link and contact details match across every account. Small differences, such as an old phone number on one platform or a different business name on another, confuse customers and can make the business look less established. A simple table listing each detail per account makes mismatches obvious and quick to fix.