The Social Media Audit Template Every Agency Should Use

Why the audit matters

The social media audit is one of the most valuable things you can do for a new client — and most agencies either skip it entirely or rush through it in 20 minutes.

A thorough audit:

•Shows the client you take a strategic approach

•Identifies quick wins to demonstrate value early

•Creates a baseline for measuring future performance

•Surfaces problems the client wasn't aware of

•Informs your content strategy for the first 90 days

Here's the process we recommend.

Section 1: Account health check (30 minutes)

Profile completeness:

•Is the bio clear, compelling, and keyword-rich?

•Is the profile photo high quality and on-brand?

•Are contact details (email, website, location) complete?

•Is the link in bio optimised (using a link tool or direct to a relevant landing page)?

Follower quality:

•Is follower count growing, flat, or declining?

•Does the ratio of followers to following look healthy?

•Are there obvious signs of fake follower purchases (sudden spike + drop)?

Posting consistency:

•How frequently has the account posted in the last 90 days?

•Are there gaps that correlate with engagement drops?

•What was the most recent post?

Section 2: Content performance analysis (60 minutes)

Pull the last 30 posts (or 90 days, whichever gives a larger sample) and create a spreadsheet with:

•Post date

•Content type (image, video, carousel, text-only)

•Content pillar (educational, promotional, behind-the-scenes, etc.)

•Reach

•Engagement (likes + comments + shares + saves)

•Engagement rate

•Notable observations

Patterns should emerge:

•Which content types outperform others?

•Are there topics or formats consistently ignored by the algorithm?

•When does the account post vs when does it get most engagement?

Section 3: Competitor benchmarking (30 minutes)

Identify 3-5 direct competitors. For each, note:

•Follower count and growth rate (use external tools or estimate from post engagement)

•Posting frequency

•Content formats they use

•Their highest-performing content themes (qualitative assessment)

•Gaps in their content you could exploit for your client

This section often surfaces the best strategic opportunities.

Section 4: Platform coverage review (20 minutes)

For each platform the client is on (or should be on):

•Is the account active?

•Is the handle consistent with their brand?

•Is the profile optimised?

•Does the content match what works on that platform?

Identify any platforms where the client has a dormant account, or platforms they should be on but aren't.

Section 5: Quick wins list

Based on the audit, identify 5-10 actions that would have immediate positive impact. Prioritise by impact and ease of implementation:

•Profile bio update

•Removing obviously purchased followers (if any)

•Re-engaging with an old high-performer format

•Fixing inconsistent handle across platforms

•Setting up link-in-bio tool

Delivering quick wins in the first two weeks demonstrates value before the longer-term strategy takes effect.

Presenting the audit

Turn the audit into a 10-15 slide presentation for the client. Key sections:

1. Summary: Where you stand today

2. What's working

3. What's not working (be diplomatic)

4. Competitor landscape

5. Quick wins

6. Strategic recommendations

7. 90-day content plan overview

The audit presentation positions you as a strategic partner, not just a scheduler. It sets the tone for the entire relationship.