# Social Media Content Audit Checklist

Performing a systematic audit of your social media assets helps you understand what’s working, spot gaps, and align your content with business goals. Use this printable checklist to guide each phase of the audit—from data collection to actionable optimization.

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## 1️⃣ Define Scope & Objectives  

- [ ] List all active social profiles (e.g., Facebook Page, Instagram Business, LinkedIn Company, Twitter, TikTok, Pinterest, YouTube).  
- [ ] Document each profile’s primary purpose (brand awareness, lead generation, community support, etc.).  
- [ ] Set measurable audit goals (e.g., increase engagement rate by 15%, identify low‑performing content types, ensure brand consistency).  
- [ ] Establish the audit timeframe (e.g., last 90 days, fiscal quarter).  
- [ ] Identify key performance indicators (KPIs) to evaluate (reach, impressions, engagement, click‑through rate, follower growth, conversion).  
- [ ] Assign audit responsibilities and deadlines to team members.  
> 💡 Keep a shared Google Sheet or Airtable to track who owns each task and to centralize data.

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## 2️⃣ Gather & Export Data  

- [ ] Export post performance data from each platform (CSV or Excel).  
- [ ] Capture metadata for every post: date, content type, copy length, media format, hashtags, mentions, and any paid boost details.  
- [ ] Pull audience demographics (age, gender, location) and device breakdowns.  
- [ ] Record profile-level metrics: total followers, profile views, click‑throughs to website, and average response time.  
- [ ] Save high‑resolution versions of all visual assets (images, videos, GIFs) in a dated folder.  
- [ ] Archive any third‑party analytics reports (e.g., Sprout Social, Hootsuite, Google Data Studio).  
> 💡 Use platform APIs or native “Download Data” features to avoid manual copy‑pasting errors.

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## 3️⃣ Analyze Content Performance  

- [ ] Calculate average engagement rate per post type (photo, video, carousel, story, Reel, live).  
- [ ] Identify top‑performing posts (top 10% by engagement) and note common elements (topic, format, posting time).  
- [ ] Spot low‑performing posts (bottom 10%) and flag recurring issues (over‑text, irrelevant hashtags, poor visual quality).  
- [ ] Assess reach vs. impressions to gauge algorithmic distribution effectiveness.  
- [ ] Compare paid vs. organic performance for boosted posts.  
- [ ] Evaluate click‑through and conversion metrics against landing page goals.  
> 💡 Create visual charts (bar, line, heatmap) to quickly spot trends across platforms.

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## 4️⃣ Review Brand Consistency & Compliance  

- [ ] Verify profile bios, URLs, and contact info are up‑to‑date and match brand guidelines.  
- [ ] Check that visual branding (logo placement, color palette, typography) is consistent across all posts.  
- [ ] Ensure language tone aligns with the brand voice (formal, friendly, witty, etc.).  
- [ ] Audit hashtag usage for relevance, spelling, and over‑use (limit to 5–10 per post).  
- [ ] Confirm all content complies with legal requirements (FTC disclosures, copyright, GDPR/CCPA privacy).  
- [ ] Flag any user‑generated content that lacks proper permission or attribution.  
> 💡 Keep a brand style guide handy and reference it while reviewing each post.

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## 5️⃣ Identify Gaps & Opportunities  

- [ ] Map content topics against buyer‑stage funnel (awareness, consideration, decision).  
- [ ] Spot missing content formats (e.g., no Instagram Reels or LinkedIn Articles) and note potential additions.  
- [ ] Detect under‑served audience segments in demographics or geographic locations.  
- [ ] List emerging trends or hashtags in your industry that haven’t been utilized.  
- [ ] Highlight opportunities for cross‑promotion or repurposing high‑performing assets.  
- [ ] Recommend new content pillars or series based on audience interests and brand goals.  
> 💡 Use a SWOT matrix (Strengths, Weaknesses, Opportunities, Threats) to structure findings.

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## 6️⃣ Create Action Plan & Recommendations  

- [ ] Set specific, time‑bound targets for each KPI (e.g., “Increase Instagram Reel engagement by 20% in 60 days”).  
- [ ] Draft a revised content calendar incorporating new formats, optimal posting times, and thematic weeks.  
- [ ] Assign owners for content creation, scheduling, and performance monitoring.  
- [ ] Outline a testing schedule for A/B experiments (copy variations, thumbnail images, CTA placements).  
- [ ] Define a reporting cadence (weekly, monthly) and dashboard metrics.  
- [ ] Document required resources (budget for paid boosts, design tools, training).  
> 💡 Store the action plan in a collaborative project board (Asana, Trello) for transparency and progress tracking.

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## 7️⃣ Archive & Document Findings  

- [ ] Save the final audit report (PDF) in a centralized folder with version control.  
- [ ] Update the “Social Media Playbook” with new guidelines and insights.  
- [ ] Communicate key findings and next steps to stakeholders via a concise slide deck or email summary.  
- [ ] Schedule a debrief meeting to gather feedback and refine the audit process for the next cycle.  
- [ ] Set a reminder for the next audit date (e.g., quarterly).  
- [ ] Back up all raw data exports and asset libraries to a secure cloud storage.  
> 💡 Maintaining a historical archive lets you compare year‑over‑year performance easily.

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## How to use this checklist  

1. **Print or duplicate** the checklist in your preferred project management tool.  
2. **Assign** each section to the appropriate team member(s) and set due dates.  
3. **Gather data** first—complete Section 2 before moving on to analysis.  
4. **Mark items** as you complete them; use the “💡” tips for quick wins.  
5. **Consolidate findings** in a single audit report and share with leadership.  
6. **Review** the action plan weekly to ensure implementation stays on track.  

Regularly revisiting this checklist (ideally every quarter) will keep your social media strategy data‑driven, cohesive, and aligned with business objectives. Happy auditing!