Social media audit checklist: profiles, content, audiences and links
Audit social media accounts systematically before spending on promotion, software or a rebrand.
Inventory every public and controlled account
Record account URL, owner, administrative access, profile details, branded links and current purpose. Confirm who can recover access if a team member leaves. Find inactive or impersonating pages without assuming you control them. Do not paste passwords into an audit sheet.
Check the audience journey
Open the profile on a phone and ask: is the offer understandable, does the bio link work and can a visitor find contact or support? Follow the link to the destination and look for misleading transitions, broken pages or unexpected redirects. Inspect accessibility and whether key information is hidden in images.
Review recent content and evidence
Group the last several weeks of posts by topic, format and intended outcome. Note which answer real customer questions, which are repeated announcements and which rely on unsupported claims. Compare performance within similar content types rather than scoring everything by likes alone.
Turn findings into a ranked backlog
Separate urgent security and broken-link issues from editorial improvements and experiments. Assign an owner, effort estimate and verification method to each change. Recheck results after a defined period to avoid an audit report that nobody acts on.
Relevant social media tools
Metricool
Metricool brings social media planning and performance measurement together. The platform includes a publishing calendar, analytics dashboards and configurable reports.
Instagram
TikTok
YouTube
Facebook
X
ContentStudio
ContentStudio combines content discovery, planning, multi-channel publishing and analytics for social media teams. It also includes collaboration functions for agency workflows.
Practical guides
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