Checklist · Social Media Audit
A quarterly, honest look at whether social is working or just busy.
The questions that separate social-media activity from social-media results — run quarterly, and be willing to cut.
Social teams are almost always busy and rarely audited. This quarterly checklist asks the uncomfortable questions: is any of this moving a business number, which platform actually earns its effort, and what would you stop if you had to?
Busy is not a metric. Somewhere a dashboard is proving it to you anyway.
Positioning consistency
Does every channel say the same thing about who you are? Fragmented positioning across platforms quietly dilutes the brand you’re paying to build.
Effort versus return, per platform
Map the hours each platform costs against what it returns. Most teams are over-invested in one channel out of habit and under-invested where the audience actually is.
Audience reality
Is your audience actually here, and are they the people who matter to the business? Followers who’ll never buy are a vanity you’re maintaining.
The stop question
If you had to drop one platform on Monday, which — and what does the reluctance tell you? The answer usually reveals what you keep out of habit rather than value.
Do this quarterly with the actual hours written down. The reallocation it forces — less of one platform, more of another — is almost always the real win.
Common questions
How do you audit social media?
Check positioning consistency across channels, map effort against return per platform, confirm the audience is real and relevant, and ask which platform you’d cut — quarterly.
How often should you audit social media?
Quarterly is enough to catch drift without over-managing. The value is in the reallocation it forces, not the report itself.
Related: the audit framework · attention is a rental market.