Key takeaways
- Audit two things: your own accounts and three to five direct competitors.
- Run the same checklist every quarter so results compare over time.
- Use one engagement-rate formula throughout, every quarter.
- Finish with two or three specific changes that go into the next content calendar.
On this page
What should a social media audit check for each account?
Five checks per account: is the profile complete and current, did you post as often as planned, what is the engagement rate on a consistent formula, which posts did best and worst and why, and are any links or details broken. Work out each rate with the engagement rate calculator so every quarter uses the same method.
| Account | Profile complete? | Posts a week (plan / actual) | Engagement rate | Best and worst post | Fix |
|---|---|---|---|---|---|
| Instagram @ourbakery | Bio link out of date | 4 / 3 | 2.1% (last quarter 2.4%) | Reel tour best; price list worst | Update link; add a fourth slot |
| LinkedIn company page | Complete | 2 / 2 | 3.0% (last quarter 2.6%) | Hiring post best; event recap worst | Keep cadence |
How do you compare your social media with competitors?
Pick three to five accounts that compete for the same audience, not just the biggest names in your field, and record only what is publicly visible: how often they post, how their following changed over the quarter, and which formats draw the most visible engagement. A short list you repeat every quarter beats a long one you abandon.
| Competitor | Posts a week | Follower change this quarter | Formats that work for them | Idea to test |
|---|---|---|---|---|
| Neighbourhood café | 6 on Instagram | +4% | Short Reels of the morning bake | A weekly behind-the-scenes Reel |
How do you turn an audit into actions?
An audit that changes nothing is just a report. Carry the changes into the social media plan and track them on the KPI dashboard until the next audit.
Fill the account sheet
Run the five checks for every account, for the same three-month period.
Fill the competitor sheet
Record cadence, growth and formats for three to five competitors.
Pick two or three changes
A pillar to try, a cadence to adjust, a format to test.
Put them in the calendar
Schedule the changes into next quarter, then audit again.
How can SkedCast help with a social media audit?
SkedCast’s Analytics collects each connected account’s post figures beside your other networks, so the account sheet fills from one place, and report exports start on the Solo plan. Competitor figures still come from their public profiles. See analytics.
Sources
FAQ
- What should a social media audit include?
- Profile completeness, posting cadence against plan, engagement rate by platform, your best and worst posts, broken links, and a comparison with three to five competitors.
- How often should I run a social media audit?
- Quarterly: often enough to catch drift, rarely enough that each audit is done properly.
- How many competitors should I track?
- Three to five direct competitors; a longer list is rarely repeated.
- What should I compare against competitors?
- Posting cadence, follower change over the same period, and which formats draw the most visible engagement.
- How do I calculate engagement rate for the audit?
- Use one formula every time, for example (likes + comments + shares) divided by (followers × posts), as the engagement rate calculator does.
- Does this template store or send my data anywhere?
- No. It is a checklist you fill in from your own analytics and public competitor profiles.