social-media-audit

Social Media Audit Skill

This skill produces a comprehensive social media audit covering profile completeness, content performance, audience engagement, posting consistency, competitive position, and a prioritised improvement plan. Output is ready for a social media manager, marketing lead, or agency to act on immediately.

Required Inputs

Ask the user for these if not provided:

• Brand / handle name — which account(s) to audit
• Active platforms — which social channels to include (LinkedIn, Instagram, X/Twitter, TikTok, YouTube, Facebook, etc.)
• Audit timeframe — what period to review (e.g. last 90 days, last 6 months)
• Business goal — what social media should be achieving (brand awareness / lead gen / community / sales)
• Competitor handles — 2–3 competitors or benchmark accounts for comparison
• Available metrics — follower count, average engagement rate, post frequency, reach, impressions (if the user has them)

Output Structure

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Social Media Audit: [Brand Name]

Audit period: [e.g. Feb–Apr 2026]

Platforms audited: [List]

Audited by: [Name / role]

Date: [Date]

Overall health score: [X / 100]

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1. Audit Summary — Health Score

Score each dimension out of 10. Weighted total = overall health score out of 100.

| Dimension | Weight | Score (/10) | Weighted Score | Assessment |

|---|---|---|---|---|

| Profile completeness & branding | 10% | [X] | [X] | [1-sentence note] |

| Content quality & consistency | 25% | [X] | [X] | [1-sentence note] |

| Audience engagement | 20% | [X] | [X] | [1-sentence note] |

| Follower growth | 15% | [X] | [X] | [1-sentence note] |

| Platform strategy fit | 15% | [X] | [X] | [1-sentence note] |

| Competitive position | 15% | [X] | [X] | [1-sentence note] |

| Total | 100% | — | [X/100] | [Overall verdict] |

Overall verdict: 🟢 Strong (80–100) / 🟡 Developing (60–79) / 🔴 Needs work (<60)

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2. Platform-by-Platform Analysis

Repeat this section for each active platform:

[Platform Name] — Score: [X/10]

Profile health:

• Bio / description: [Clear and keyword-rich / generic / missing]
• Profile photo / banner: [Professional / outdated / mismatched]
• Link in bio / CTA: [Present and current / missing]
• Pinned content: [Exists and strategic / outdated / none]
• Contact info / location: [Complete / incomplete]

Audience:

• Followers: [X]
• Follower growth (audit period): [+X% / -X% / flat]
• Follower quality: [Relevant audience / mixed / unclear]

Content performance:

| Metric | Your account | Benchmark / competitor | Gap |

|---|---|---|---|

| Posts per week | [X] | [X] | [+/- X] |

| Average engagement rate | [X%] | [X%] | [+/- X%] |

| Average reach per post | [X] | [X] | [+/- X] |

| Top format by engagement | [e.g. carousel] | [e.g. video] | [Match / mismatch] |

Content audit — what you posted:

| Content type | % of posts | Avg engagement | Verdict |

|---|---|---|---|

| Educational / how-to | [X%] | [X%] | [Keep / scale / drop] |

| Product / promotional | [X%] | [X%] | [Keep / scale / drop] |

| Behind-the-scenes | [X%] | [X%] | [Keep / scale / drop] |

| Social proof / testimonials | [X%] | [X%] | [Keep / scale / drop] |

| Engagement bait / conversation starters | [X%] | [X%] | [Keep / scale / drop] |

Top 3 performing posts:

1. [Post description + why it worked]
2. [Post description + why it worked]
3. [Post description + why it worked]

Bottom 3 performing posts:

1. [Post description + why it underperformed]
2. [Post description + why it underperformed]
3. [Post description + why it underperformed]

Posting patterns:

• Best performing days: [e.g. Tue, Thu]
• Best performing times: [e.g. 08:00–10:00]
• Actual posting pattern: [e.g. sporadic / daily / consistent]
• Consistency score: [Consistent / irregular / sporadic]

Platform verdict: [2–3 sentences on what's working, what isn't, and the #1 change to make]

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3. Competitive Benchmarking

Compare against 2–3 competitors or aspirational accounts:

| Metric | [Your brand] | [Competitor 1] | [Competitor 2] | [Competitor 3] |

|---|---|---|---|---|

| LinkedIn followers | | | | |

| LinkedIn eng. rate | | | | |

| Instagram followers | | | | |

| Instagram eng. rate | | | | |

| Post frequency (all platforms) | | | | |

| Content formats used | | | | |

| Top content theme | | | | |

Competitive gaps:

• Where you're ahead: [Specific metrics or tactics where you outperform]
• Where you're behind: [Specific gaps — follower count, engagement, content variety]
• Opportunities they're missing: [Whitespace you could own]

What competitors are doing well that you should steal (ethically):

1. [Tactic / format / approach]
2. [Tactic / format / approach]
3. [Tactic / format / approach]

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4. Content Strategy Assessment

Are you posting the right mix?

| Principle | Met? | Evidence | Recommendation |

|---|---|---|---|

| 80/20 rule: audience value vs self-promotion | [Yes/No] | [X% promotional posts] | [...] |

| Consistent content pillars | [Yes/No] | [Pillars identified or not] | [...] |

| Format variety (not just text posts) | [Yes/No] | [Format breakdown] | [...] |

| Regular engagement with audience | [Yes/No] | [Reply rate, comment engagement] | [...] |

| SEO / discoverability in profiles and posts | [Yes/No] | [Keywords, hashtags used] | [...] |

Content gaps identified:

• [Gap 1: e.g. No video content despite video outperforming text on Instagram]
• [Gap 2: e.g. No customer stories or social proof]
• [Gap 3: e.g. Hashtag strategy missing — no discoverability beyond existing followers]

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5. Audience Insights

Follower quality assessment:

• Do followers match the target audience? [Yes / Partially / No]
• Signs of inorganic growth? [e.g. high follower count, very low engagement = possible bought followers]
• Most engaged audience segments: [e.g. industry, role, geography if visible from analytics]

Engagement quality:

• Comment sentiment: [Positive / Mixed / Negative / Sparse]
• Are comments substantive or just emoji reactions? [Substantive / Surface-level]
• Are you responding to comments? [Always / Sometimes / Rarely / Never]
• DMs / direct inquiries from social: [High / Low / None tracked]

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6. Prioritised Action Plan

Ranked by impact × effort:

🔴 Do immediately (this week)

| Action | Platform | Why | Expected impact |

|---|---|---|---|

| [e.g. Update LinkedIn bio with clear value prop and keywords] | LinkedIn | Profile discovery | Higher profile views |

| [e.g. Pin best-performing post to top of profile] | Instagram | First impression | Higher follow rate |

| [e.g. Add link in bio with UTM tracking] | All | Traffic attribution | Measurable ROI |

🟡 Do this month

| Action | Platform | Why | Expected impact |

|---|---|---|---|

| [e.g. Launch a weekly educational carousel series] | LinkedIn | Fills content gap, high engagement format | +X% engagement rate |

| [e.g. Start responding to all comments within 24h] | All | Signals algorithm engagement | Improved reach |

| [e.g. Test video format 2x per week] | Instagram / TikTok | Underutilised high-reach format | Follower growth |

🟢 Do this quarter

| Action | Platform | Why | Expected impact |

|---|---|---|---|

| [e.g. Define 3–5 content pillars and build a monthly calendar] | All | Strategic consistency | Compound growth |

| [e.g. Run a hashtag audit — identify 15–20 relevant tags per platform] | Instagram / LinkedIn | Discoverability | Organic reach |

| [e.g. Source 3 customer stories for social proof content] | All | Social proof pillar | Trust + conversion |

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7. 30-Day Quick Win Plan

The fastest way to improve the score by 10+ points:

| Week | Priority action | Platform | Owner | Success metric |

|---|---|---|---|---|

| 1 | [e.g. Fix all profile gaps — bio, photo, CTA, pinned post] | All | [Name] | 100% profile completeness |

| 2 | [e.g. Post 3x educational carousel / video this week] | LinkedIn / IG | [Name] | ≥X% engagement rate |

| 3 | [e.g. Engage actively — comment on 10 accounts per day] | LinkedIn / IG | [Name] | +X new followers |

| 4 | [e.g. Review analytics and double down on best format] | All | [Name] | Identify top performing format |

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Quality Checks

• [ ] Every platform scored against objective criteria, not guesswork
• [ ] Competitive benchmarks use real data, not assumptions
• [ ] Content audit covers actual post types posted, not idealised mix
• [ ] Recommendations are specific and actionable — not "post more content"
• [ ] Action plan is sequenced by impact × effort, not just effort
• [ ] 30-day plan has named owners and measurable success metrics

Example Trigger Phrases

• "Audit our social media presence"
• "Review our Instagram and LinkedIn performance"
• "How are we doing on social compared to competitors?"
• "What's working and what isn't on our social channels?"
• "Give me a social media health check for [brand]"

Anti-Patterns

• [ ] Do not score platforms against guesswork — every score must be based on actual metrics provided or observable data
• [ ] Do not write recommendations as "post more content" or "improve engagement" — every action must be specific and measurable
• [ ] Do not use competitor benchmarks that are not based on real data — fabricated benchmarks invalidate the competitive gap analysis
• [ ] Do not audit content mix based on what should have been posted — analyse what was actually posted during the audit period
• [ ] Do not sequence the action plan by effort alone — sequence by impact × effort so the highest-value actions come first