# Social Media Audit Template

*Run one audit per client or prospect, on the last 90 days. It ends with a scorecard and a prioritized action list you can turn into a strategy or a proposal. Plan on a half day for three profiles the first time (a planning estimate, adjust it). The Northwind Analytics rows are a made-up example: a 40-person company that sells reporting software to logistics operations teams. Every number is invented for illustration and none of them is a benchmark. Overwrite the example rows with your own findings and delete this note.*

- **Client or prospect:**
- **Auditor:**
- **Audit date:**
- **Period reviewed:**
- **Channels in scope:**
- **Why we are auditing (taking over accounts, pitching, or a quarterly check):**

## 1. Profile inventory

*List every profile and page the client has, including old, duplicate and inactive ones. Write down who can administer each one. Unknown access is a finding in itself, and so is a password shared with an assistant or an agency.*

| Profile or page | URL | Type | Owner or admin | Status | Last post | Followers | Notes |
|---|---|---|---|---|---|---|---|
| Priya Raman | linkedin.com/in/priya-raman-example | Personal profile (founder) | Priya | Active, irregular | May 28 | 5,900 | Posts in bursts, then goes quiet for three weeks |
| Marcus Lindqvist | linkedin.com/in/marcus-lindqvist-example | Personal profile (sales lead) | Marcus | Mostly inactive | Apr 3 | 2,200 | Two posts in 90 days |
| Northwind Analytics | linkedin.com/company/northwind-example | Company page | Lena and Priya (admins) | Active | May 29 | 3,350 | Product news only |
| Northwind (old page) | linkedin.com/company/northwind-old-example | Company page | Unknown, a former employee | Inactive | 2024 | 112 | Duplicate of the main page |
| | | | | | | | |
| | | | | | | | |

## 2. Profile quality check

*Open each profile in a private browser window so you see what a stranger sees. Score every check 0 (missing), 1 (present but weak) or 2 (strong). Use the same checks for personal profiles and company pages: read "headline" as "tagline" for a page and "Featured section" as "custom button".*

| Check | Priya Raman | Marcus Lindqvist | Northwind page | Notes |
|---|---|---|---|---|
| Photo or logo is current and clear | 2 | 1 | 2 | Marcus uses a conference photo from 2022 |
| Banner shows the offer or the brand | 1 | 0 | 1 | Priya's banner is a stock image with no message |
| Headline or tagline says who it helps and how | 1 | 0 | 1 | Marcus's headline is only a job title |
| About section opens with the reader's problem | 1 | 1 | 1 | All three open with the company history |
| One clear next step (Featured section or custom button) | 0 | 0 | 1 | No one points to a demo or a resource |
| Links and contact details work | 2 | 1 | 2 | Marcus's website link goes to the old homepage |
| Name, voice and positioning match the website | 2 | 1 | 2 | |
| Total (out of 14) | 9 | 4 | 10 | |

## 3. Content audit

*Log up to 30 recent posts per profile, or all of them if there are fewer. Take impressions and engagement rate from your analytics tool or from LinkedIn's own analytics. Use the median, not the average, as the baseline: one viral post distorts an average. A post that reaches at least twice the profile's median counts as an outlier. That two-times rule is ours, so change it if it does not fit. If you audit a prospect and cannot see their impressions, use public reactions plus comments instead and ask for an analytics screenshot.*

**3a. Baseline per profile**

| Profile or page | Posts in 90 days | Median impressions | Median engagement rate | Best format | Weakest format |
|---|---|---|---|---|---|
| Priya Raman | 11 | 1,150 | 2.1% | Text stories | Product announcements |
| Marcus Lindqvist | 2 | 430 | 1.4% | Text | Not enough posts to tell |
| Northwind Analytics | 14 | 380 | 0.9% | Customer quote images | Release notes |
| | | | | | |

**3b. Post log**

| Date | Profile | Format | Topic | First line of the post | Impressions | Engagement rate | Takeaway |
|---|---|---|---|---|---|---|---|
| Mar 24 | Priya Raman | Text | Founder story | "We almost shut down the product in 2023" | 3,100 | 3.8% | A personal story beat everything else, about 2.7 times her median |
| Apr 9 | Priya Raman | Image | Product news | "Northwind 4.0 is live" | 700 | 1.1% | Announcements underperform her median |
| Apr 22 | Priya Raman | Text | Industry opinion | "Why weekly reporting is broken" | 2,500 | 3.2% | A strong opinion on a buyer problem works |
| May 6 | Marcus Lindqvist | Text | Sales story | "A customer asked why our numbers differ from theirs" | 640 | 2.2% | His best post, and it came from a real call |
| May 14 | Northwind Analytics | Image | Product news | "New: export to CSV" | 350 | 0.7% | Feature news with no buyer problem |
| | | | | | | | |
| | | | | | | | |

**3c. What the log tells you**

- **Posting pattern:** Priya posts about once a week in bursts, Marcus almost never, and the page about once a week.
- **Topics that work:** Personal stories and buyer problems. Product announcements fall below the median every time they appear.
- **Formats that work:** Text stories on the personal profiles. No carousels in 90 days, so there is no baseline for them yet.

## 4. Audience and engagement

*Count people, not reactions. Who comments on the posts, and are they the buyers you want? Answer each question from the last 90 days and write down the evidence.*

| Question | Finding | Evidence |
|---|---|---|
| Who comments on the posts (buyers, peers, employees, nobody)? | Mostly employees and peers. 3 of 40 commenters looked like target buyers | The comments on the ten best posts |
| Are comments answered, and how fast? | Priya replies within a day. The company page never replies | Comment threads on the last 15 posts |
| Does the audience match the target buyer? | Followers lean toward logistics, but few are operations leaders | Follower breakdown for the company page |
| How did followers change in 90 days? | Plus 310 on Priya's profile and plus 40 on the page | Analytics export |
| Do teammates support each other's posts? | Marcus and Lena rarely react to or comment on Priya's posts | Reaction lists on five posts |
| | | |

## 5. Competitor and peer benchmark

*Choose three to five companies or people your buyer also follows, not only direct competitors. Record the same facts for each. If the client has a company page, LinkedIn's page analytics has a view that compares the page with pages you nominate, which saves time here.*

| Profile or page | Type | Followers | Posts per week | Main formats | Topics they own | What they do better | What we can do differently |
|---|---|---|---|---|---|---|---|
| Competitor A | Company page | 9,800 | 4 | Carousels, customer clips | Carrier performance data | Publishes on a fixed schedule | Own the finance-trust topic they ignore |
| Peer B | Founder profile | 21,000 | 3 | Text stories | Running a logistics startup | Replies to every comment | Add data from real customer reports |
| Competitor C | Company page | 4,200 | 1 | Product news | Features | Little | Out-post them with a customer-led angle |
| | | | | | | | |

## 6. Workflow and access

*Most problems that look like content problems are process problems. Check how posts get made, approved and published, and who holds the keys.*

| Question | Answer | Risk (low, medium, high) |
|---|---|---|
| Who writes, who approves and who publishes? | Priya writes at night and publishes. Nobody reviews | High |
| Is there a written strategy, set of pillars or voice guide? | No | High |
| Who has admin access, and is anyone sharing a password? | Lena and Priya administer the page. Marcus's login is shared with an assistant | High |
| How far ahead is content planned? | Posts go out the same day they are written | Medium |
| Which tools are used for scheduling and analytics? | LinkedIn's own tools only | Low |
| Is there a monthly report, and who reads it? | No | Medium |
| | | |

## 7. Scorecard

*Score each area from 1 (weak) to 5 (strong), using the evidence above. Add up the scores. Our rule of thumb: 7 to 17 means build the foundations, 18 to 27 means fix the biggest gaps, and 28 to 35 means optimize what works.*

| Area | Score (1 to 5) | Evidence | Priority |
|---|---|---|---|
| Profile quality | 3 | Sections 1 and 2: complete but unfocused | Medium |
| Content quality | 3 | Section 3: strong personal stories, weak product posts | Medium |
| Posting consistency | 2 | About one post a week, in bursts | High |
| Engagement and replies | 2 | Section 4: comments mostly from employees, page never replies | High |
| Audience fit | 3 | Section 4: logistics audience, few operations leaders | Medium |
| Measurement | 1 | Section 6: no report, no targets | High |
| Workflow and access | 2 | Section 6: shared login, no review step | High |
| Total (out of 35) | 16 | Build the foundations | |

**Top three strengths**

- Priya's personal stories reach two to three times her median.
- The logistics audience is already there.
- The team is willing to post and has real customer conversations to draw on.

## 8. Findings and action list

*Turn the scorecard into actions. Quick wins fit in a week, 30-day fixes need a decision from the client, and 90-day projects need a strategy. Rate impact and effort as low, medium or high.*

| # | Finding | Action | Horizon | Impact | Effort | Owner |
|---|---|---|---|---|---|---|
| 1 | Marcus's profile has no clear next step | Rewrite his headline and Featured section | Quick win | Medium | Low | Marcus |
| 2 | A shared login for Marcus's profile | Replace it with a connection through LinkedIn's official authorization and remove the shared password | Quick win | High | Low | Marcus |
| 3 | A duplicate company page with 112 followers | Ask LinkedIn to merge or remove it | Quick win | Medium | Low | Lena |
| 4 | Founder posts in bursts | Agree three posts a week on fixed days and write them in one weekly batch | 30 days | High | Medium | Priya and agency |
| 5 | Company page posts product news only | Move to posts built around a customer problem | 30 days | High | Medium | Lena |
| 6 | No measurement | Start a monthly report with targets | 30 days | Medium | Low | Agency |
| 7 | No pillars or voice guide | Choose three to five pillars per profile and write voice notes | 90 days | High | High | Agency and Priya |
| | | | | | | |
| | | | | | | |

## 9. Audit close-out

*Tick every box before you hand the audit over.*

- [ ] Every profile and page the client owns is in section 1, including duplicates
- [ ] Access to each profile is documented, and no password is shared
- [ ] The baseline in section 3a uses medians, not averages
- [ ] The scorecard in section 7 adds up, and the rating matches the total
- [ ] The action list has an owner and a horizon for every row
- [ ] The next audit is on the calendar, 90 days from now
- [ ] The findings are walked through with the client in a 30-minute call
- [ ] The strategy document or the proposal is the next deliverable

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