Social Media Audit Checklist: 15 Things to Check Today
Your social media profiles are often the first impression potential customers get of your business. Yet most businesses set up their accounts once and never look back. A regular social media audit helps you spot gaps, fix inconsistencies, and make sure every profile is working hard for your brand.
This checklist covers 15 essential areas to review. Block out an hour, grab a cuppa, and work through each point. You will be surprised how many quick wins you find.
1. Bio Optimisation
Your bio needs to do three things: explain what you do, tell people where you are (if relevant), and include a clear call to action. Keep it concise. Avoid jargon. Make sure it speaks to your target audience, not your ego. On Instagram and TikTok, you have very limited characters, so every word counts.
2. Profile Photos and Branding
Is your logo consistent across every platform? Check that profile photos are high resolution and properly cropped. A pixelated logo or an off-centre headshot immediately undermines trust. Use the same image across all platforms so people recognise you instantly.
3. Link in Bio
Check where your bio link points. Is it still sending people to a homepage when it should be directing them to a landing page, booking form, or current promotion? Tools like Linktree or a custom landing page let you share multiple links. Update this regularly to match your current priorities.
4. Content Mix
Review your last 30 posts. What percentage is promotional versus educational versus entertaining? A healthy mix follows something like the 80/20 rule: 80% value-driven content and 20% promotional. If every post is "buy our thing," you are likely losing followers faster than you are gaining them.
5. Posting Frequency and Consistency
Irregular posting signals an inactive business. Check your posting frequency over the last three months. Are there gaps of weeks or sudden bursts? Consistency matters more than volume. Three quality posts per week will outperform seven rushed ones every time.
6. Engagement Rate
Followers mean nothing without engagement. Calculate your engagement rate by dividing total interactions (likes, comments, shares, saves) by your follower count, then multiply by 100. For most small businesses, an engagement rate between 1% and 5% is solid. Below 1%? Your content is not resonating.
7. Hashtag Strategy
Are you still using the same 30 hashtags you picked two years ago? Review which hashtags actually drive discovery. Mix broad hashtags (100k+ posts) with niche ones (under 10k posts). For UK businesses, include location-based hashtags. Remove any banned or irrelevant hashtags.
8. Highlights and Pinned Posts
Instagram highlights and pinned posts on TikTok, X, and Facebook act like a shop window. Check that your highlights are current, well-designed, and cover key topics: services, testimonials, FAQs, behind the scenes. Delete outdated highlights that no longer represent your business.
9. Cross-Platform Consistency
Visit each of your profiles side by side. Do they tell the same story? Your brand voice, visual style, and key messaging should be consistent even if the content format differs. A customer who finds you on Instagram and then checks your LinkedIn should feel like they are looking at the same business.
10. Competitor Benchmarking
Pick three to five competitors and review their profiles. What are they doing well? What content gets them the most engagement? You are not copying them. You are identifying gaps and opportunities. If every competitor posts the same type of content, there is an opportunity to stand out by doing something different.
11. Response Time and Community Management
Check your DMs and comments. How quickly are you responding? Unanswered comments and ignored messages are lost opportunities. Set a standard: respond to all messages within 24 hours, ideally within a few hours during business hours.
12. Platform-Specific Features
Each platform regularly rolls out new features, and the algorithms tend to reward early adopters. Are you using Instagram Reels, LinkedIn newsletters, Facebook Groups, or TikTok Shop? Review which features you are using and which you are ignoring. You do not need to use everything, but make sure you are not missing obvious opportunities.
13. Analytics Review
Dive into your native analytics on each platform. Identify your top-performing posts from the last 90 days. What do they have in common? Look at audience demographics too. If your target audience is UK-based women aged 25 to 44 but your followers are predominantly male and based overseas, something is off with your targeting or content.
14. Content Quality Check
Scroll through your feed as if you were a potential customer seeing it for the first time. Does it look professional? Is the imagery consistent? Are there typos or outdated promotions? Delete or archive posts that no longer represent your brand standards. Quality always beats quantity.
15. Goals and KPIs Alignment
Finally, ask yourself: what is social media actually supposed to achieve for your business? Brand awareness? Website traffic? Direct sales? Recruitment? Your content strategy should map directly to your business goals. If you cannot draw a clear line between your social media activity and a business outcome, it is time to rethink your approach.
How to Use This Checklist
Do not try to fix everything at once. Work through the list and categorise each item as green (good), amber (needs improvement), or red (urgent fix needed). Tackle the reds first, then work through the ambers over the following weeks.
Schedule this audit quarterly. Social media moves fast, and what worked six months ago might be completely outdated today.
Where OnOur Fits In
OnOur scores your social media presence as part of a comprehensive 12-category digital audit. Rather than guessing where you stand, get a clear score that benchmarks you against competitors and highlights exactly where to focus your time and budget. It takes the guesswork out of auditing and gives you a prioritised action plan.
Start with this checklist today. Then let OnOur handle the deeper analysis so you can focus on creating great content and growing your business.