Audit checklist
Social Media Audit Checklist
This audit separates account activity from business value. Score each area using evidence, record the most important gap and finish with a short improvement plan.
Before you begin
How to use it.
Audit every active account, including profiles that are rarely updated.
Use a consistent review period so platform comparisons are meaningful.
Capture evidence rather than scoring from memory.
Prioritise a small number of changes the business can maintain.
Social Media Audit Checklist
Profile accuracy
Can a new visitor understand and contact the business?
Business name, category and description are accurate
Logo and cover imagery are current and recognisable
Hours, location or service area are correct
Phone, website and action links work
Pinned content or Highlights answer useful first questions
Brand consistency
Does the presence feel connected without becoming repetitive?
Visual quality reflects the business
Colours, typography and logo use are consistent
Tone sounds like the same organisation across platforms
Templates allow enough creative variety
Old or off-brand assets have been identified
Content quality
Is the feed useful, specific and commercially relevant?
Recent posts cover more than offers
Customer questions and expertise appear regularly
Claims are supported by examples or proof
People, process and business context are visible
Captions have a clear subject and readable structure
Publishing and community
Is the account actively maintained?
Posting rhythm is realistic and dependable
Comments and messages receive appropriate responses
Approval responsibilities are clear
Sensitive enquiries move to a private channel
Access and account ownership are documented
Measurement and action
Can the business learn and improve?
Posts have defined purposes
Tracking links or conversion events are available
Performance is compared by content role
Qualified enquiries are recorded
The next 30-day improvement priorities are documented
Choose the three findings most likely to improve customer understanding, trust or action. Assign an owner and review date to each one.
Put the plan into practice
A useful template is the beginning—not the strategy itself.
Clicklots turns business knowledge, priorities and proof into a consistent stream of custom content across the platforms that matter.