How healthy are your socials? Start with a health check, then dive into an audit
When did you last do a social media audit?
Finding time to audit your socials can feel like the last thing on your never ending to-do list. And we totally get it. But it doesn’t have to be as complicated as you think.
Getting started 🏁
Not sure where to begin? We’ve got you. Take our free social media health check - it only takes a few minutes and will give you the clarity you need to move forward with confidence.
Find a free 15 mins, make yourself cuppa and complete the survey. ☕️
You'll get an instant personalised report with an overall score and a breakdown by category, helping you identify where to prioritise your focus to make a greater impact.
👉 Discover your organisation's Social for Good impact score here.
OK, health check done. Now time to diver a little deeper and get into the audit.
So, what’s involved in a social media audit? 🔎
Simply put, a social media audit is a review of your social activity and the impact it’s having.
It’s not just about followers, but about what content is reaching and engaging them, both current and new audiences, and how that differs across different social channels. It’s about learning what’s driving them to take action - to donate, fundraise or advocate.
An audit can also include a review of accessibility practices, a SWOT analysis, competitor benchmarking, sentiment analysis, audience insight research, the tools you use and your internal processes. You can go as deep as you like!
It can be a complex project, but we live for this stuff. (Seriously, our spreadsheets and charts are a thing of beauty.) The key is making sure it’s tailored to your goals so that you get insights that actually move the needle.
Investing in an audit provides a rare opportunity to evaluate the impact of social media on both a granular and macro level.
The wonderful thing about an audit is the opportunity it gives you to look objectively at everything you’re doing on social and evaluate the impact on both a granular level - what formats, topics and conversations are landing well, posting times, specific engagements, etc - and on a macro level, to help you make strategic decisions about your social media strategy and capacity planning.
An audit allows you to step back and gain a full, unbiased view of your efforts with a detailed analysis of what's working, what isn't and where the opportunities are to make a greater impact.
This is me, Nina. I love an audit!
5 benefits of a social media audit 💁
Confidence in your strategy
Sometimes, the biggest challenge is wondering whether you’re on the right track. An audit provides clarity, showing you what’s working well while also offering actionable insights on where you could improve. With this reassurance, you’ll feel energised and clear on how to move forward.
A business case for how to prioritise resources
If you spot that a channel is no longer generating traction for you, you can take the strategic decision to stop posting there and focus your attention elsewhere. For example, some charities have decided that X isn’t right for them anymore and some have joined BlueSky. Or you may find that you’re seeing rapid growth on another channel with the right audience and decide to invest more energy there.
Gain buy-in from leadership
Presenting data-driven insights from an audit can be a game-changer for gaining support from senior leaders. Whether you’re looking for more budget, time, or team members, showing concrete evidence of impact and opportunities makes your case more compelling.
Spot opportunities
A social media audit can uncover opportunities for additional training to strengthen your team’s skills. A SWOT analysis can also help identify areas for growth, like investing in paid campaigns or exploring influencer marketing. If that’s on your radar, we’d love to help!
Community management planning
Social media is all about connection. An audit shows you how well you’re engaging with your audience, highlights the strength of those connections, and uncovers new ways to reach more people and deepen relationships - all the information you need to develop a community management plan.
3 practical steps to level up post-audit ✅
Once you’ve completed your audit, it’s time to turn insights into action.
Traffic light it!
You can’t implement everything at once and you may well have a long list of actions from the audit. Organise your findings into an action plan that takes urgency, timeframes and responsible people into account. No one needs another never-ending to-do list. Break it down into small, achievable steps that actually get done.
Celebrate progress
Don’t forget to acknowledge what you’re doing well. Celebrating your successes internally will keep you and your team motivated and reinforce the value of your efforts.
Invest in your skills
Use your audit as a guide to find areas for growth. Investing in some L&D time, finding great webinars (here are ours if you’re interested) and taking a course like the Social for Good Accelerator will help you create greater impact through your work.
Your auditing toolkit 🧰
We believe social can be used as a force for good and with every audit we complete, we believe we’ve made progress with that mission. 💙
