How do you conduct a social media audit for an IT company?
1. Inventory All Social Media Accounts
- List all official company profiles across platforms (LinkedIn, Twitter/X, YouTube, Facebook, Instagram, etc.)
- Identify duplicate, outdated, or inactive accounts and assess whether to merge, update, or delete them
- Verify account ownership, access permissions, and branding consistency
- Ensure bios, profile images, banners, and links are up-to-date and aligned with corporate identity
- Check for unauthorized or impersonation accounts that may pose security risks
2. Evaluate Profile Performance and Branding
- Review profile completeness and clarity of messaging (e.g., company description, hashtags, contact info)
- Assess the tone, visual style, and brand consistency across all channels
- Verify that branding reflects the company’s IT expertise and value proposition
- Check pinned posts, featured highlights, or introductory videos for relevance and impact
- Confirm call-to-actions (CTAs) are active and aligned with campaign goals (e.g., “Book a demo,” “Visit site”)
3. Analyze Content Performance
- Audit content types posted (e.g., tutorials, product launches, case studies, culture posts)
- Identify high-performing formats by engagement (videos, carousels, infographics)
- Evaluate frequency and consistency of posting per platform
- Assess alignment with IT audience interests and content pillars
- Flag underperforming or outdated content that can be improved or removed
4. Measure Key Metrics and KPIs
- Review engagement metrics: likes, shares, comments, CTRs, and reach
- Analyze audience growth trends and follower demographics
- Track referral traffic to the website and content downloads from social
- Calculate conversion metrics from lead forms or campaign CTAs
- Benchmark performance against competitors or industry averages
5. Identify Gaps, Risks, and Opportunities
- Detect missing content types or inactive platforms relevant to the target audience
- Spot compliance or privacy risks in older posts (e.g., client mentions without consent)
- Assess the balance between promotional and educational content
- Note opportunities for repurposing or cross-channel integration
- Provide recommendations for scheduling, tone, targeting, or channel expansion
