Social Media Audit Skill

This skill produces a comprehensive social media audit covering profile completeness, content performance, audience engagement, posting consistency, competitive position, and a prioritised improvement plan. Output is ready for a social media manager, marketing lead, or agency to act on immediately.

Required Inputs

Ask the user for these if not provided:

Brand / handle name — which account(s) to audit
Active platforms — which social channels to include (LinkedIn, Instagram, X/Twitter, TikTok, YouTube, Facebook, etc.)
Audit timeframe — what period to review (e.g. last 90 days, last 6 months)
Business goal — what social media should be achieving (brand awareness / lead gen / community / sales)
Competitor handles — 2–3 competitors or benchmark accounts for comparison
Available metrics — follower count, average engagement rate, post frequency, reach, impressions (if the user has them)

Output Structure

Social Media Audit: [Brand Name]

Audit period: [e.g. Feb–Apr 2026] Platforms audited: [List] Audited by: [Name / role] Date: [Date] Overall health score: [X / 100]

1. Audit Summary — Health Score

Score each dimension out of 10. Weighted total = overall health score out of 100.

Dimension	Weight	Score (/10)	Weighted Score	Assessment
Profile completeness & branding	10%	[X]	[X]	[1-sentence note]
Content quality & consistency	25%	[X]	[X]	[1-sentence note]
Audience engagement	20%	[X]	[X]	[1-sentence note]
Follower growth	15%	[X]	[X]	[1-sentence note]
Platform strategy fit	15%	[X]	[X]	[1-sentence note]
Competitive position	15%	[X]	[X]	[1-sentence note]
Total	100%	—	[X/100]	[Overall verdict]

Overall verdict: 🟢 Strong (80–100) / 🟡 Developing (60–79) / 🔴 Needs work (<60)

2. Platform-by-Platform Analysis

Repeat this section for each active platform:

[Platform Name] — Score: [X/10]

Profile health:

Bio / description: [Clear and keyword-rich / generic / missing]
Profile photo / banner: [Professional / outdated / mismatched]
Link in bio / CTA: [Present and current / missing]
Pinned content: [Exists and strategic / outdated / none]
Contact info / location: [Complete / incomplete]

Audience:

Followers: [X]
Follower growth (audit period): [+X% / -X% / flat]
Follower quality: [Relevant audience / mixed / unclear]

Content performance:

Metric	Your account	Benchmark / competitor	Gap
Posts per week	[X]	[X]	[+/- X]
Average engagement rate	[X%]	[X%]	[+/- X%]
Average reach per post	[X]	[X]	[+/- X]
Top format by engagement	[e.g. carousel]	[e.g. video]	[Match / mismatch]

Content audit — what you posted:

Content type	% of posts	Avg engagement	Verdict
Educational / how-to	[X%]	[X%]	[Keep / scale / drop]
Product / promotional	[X%]	[X%]	[Keep / scale / drop]
Behind-the-scenes	[X%]	[X%]	[Keep / scale / drop]
Social proof / testimonials	[X%]	[X%]	[Keep / scale / drop]
Engagement bait / conversation starters	[X%]	[X%]	[Keep / scale / drop]

Top 3 performing posts:

[Post description + why it worked]
[Post description + why it worked]
[Post description + why it worked]

Bottom 3 performing posts:

[Post description + why it underperformed]
[Post description + why it underperformed]
[Post description + why it underperformed]

Posting patterns:

Best performing days: [e.g. Tue, Thu]
Best performing times: [e.g. 08:00–10:00]
Actual posting pattern: [e.g. sporadic / daily / consistent]
Consistency score: [Consistent / irregular / sporadic]

Platform verdict: [2–3 sentences on what's working, what isn't, and the #1 change to make]

3. Competitive Benchmarking

Compare against 2–3 competitors or aspirational accounts:

Metric	[Your brand]	[Competitor 1]	[Competitor 2]	[Competitor 3]
LinkedIn followers
LinkedIn eng. rate
Instagram followers
Instagram eng. rate
Post frequency (all platforms)
Content formats used
Top content theme

Competitive gaps:

Where you're ahead: [Specific metrics or tactics where you outperform]
Where you're behind: [Specific gaps — follower count, engagement, content variety]
Opportunities they're missing: [Whitespace you could own]

What competitors are doing well that you should steal (ethically):

[Tactic / format / approach]
[Tactic / format / approach]
[Tactic / format / approach]

4. Content Strategy Assessment

Are you posting the right mix?

Principle	Met?	Evidence	Recommendation
80/20 rule: audience value vs self-promotion	[Yes/No]	[X% promotional posts]	[...]
Consistent content pillars	[Yes/No]	[Pillars identified or not]	[...]
Format variety (not just text posts)	[Yes/No]	[Format breakdown]	[...]
Regular engagement with audience	[Yes/No]	[Reply rate, comment engagement]	[...]
SEO / discoverability in profiles and posts	[Yes/No]	[Keywords, hashtags used]	[...]

Content gaps identified:

[Gap 1: e.g. No video content despite video outperforming text on Instagram]
[Gap 2: e.g. No customer stories or social proof]
[Gap 3: e.g. Hashtag strategy missing — no discoverability beyond existing followers]

5. Audience Insights

Follower quality assessment:

Do followers match the target audience? [Yes / Partially / No]
Signs of inorganic growth? [e.g. high follower count, very low engagement = possible bought followers]
Most engaged audience segments: [e.g. industry, role, geography if visible from analytics]

Engagement quality:

Comment sentiment: [Positive / Mixed / Negative / Sparse]
Are comments substantive or just emoji reactions? [Substantive / Surface-level]
Are you responding to comments? [Always / Sometimes / Rarely / Never]
DMs / direct inquiries from social: [High / Low / None tracked]

6. Prioritised Action Plan

Ranked by impact × effort:

🔴 Do immediately (this week)

Action	Platform	Why	Expected impact
[e.g. Update LinkedIn bio with clear value prop and keywords]	LinkedIn	Profile discovery	Higher profile views
[e.g. Pin best-performing post to top of profile]	Instagram	First impression	Higher follow rate
[e.g. Add link in bio with UTM tracking]	All	Traffic attribution	Measurable ROI

🟡 Do this month

Action	Platform	Why	Expected impact
[e.g. Launch a weekly educational carousel series]	LinkedIn	Fills content gap, high engagement format	+X% engagement rate
[e.g. Start responding to all comments within 24h]	All	Signals algorithm engagement	Improved reach
[e.g. Test video format 2x per week]	Instagram / TikTok	Underutilised high-reach format	Follower growth

🟢 Do this quarter

Action	Platform	Why	Expected impact
[e.g. Define 3–5 content pillars and build a monthly calendar]	All	Strategic consistency	Compound growth
[e.g. Run a hashtag audit — identify 15–20 relevant tags per platform]	Instagram / LinkedIn	Discoverability	Organic reach
[e.g. Source 3 customer stories for social proof content]	All	Social proof pillar	Trust + conversion

7. 30-Day Quick Win Plan

The fastest way to improve the score by 10+ points:

Week	Priority action	Platform	Owner	Success metric
1	[e.g. Fix all profile gaps — bio, photo, CTA, pinned post]	All	[Name]	100% profile completeness
2	[e.g. Post 3x educational carousel / video this week]	LinkedIn / IG	[Name]	≥X% engagement rate
3	[e.g. Engage actively — comment on 10 accounts per day]	LinkedIn / IG	[Name]	+X new followers
4	[e.g. Review analytics and double down on best format]	All	[Name]	Identify top performing format

Quality Checks

Every platform scored against objective criteria, not guesswork
Competitive benchmarks use real data, not assumptions
Content audit covers actual post types posted, not idealised mix
Recommendations are specific and actionable — not "post more content"
Action plan is sequenced by impact × effort, not just effort
30-day plan has named owners and measurable success metrics

Example Trigger Phrases

"Audit our social media presence"
"Review our Instagram and LinkedIn performance"
"How are we doing on social compared to competitors?"
"What's working and what isn't on our social channels?"
"Give me a social media health check for [brand]"

Anti-Patterns

Do not score platforms against guesswork — every score must be based on actual metrics provided or observable data
Do not write recommendations as "post more content" or "improve engagement" — every action must be specific and measurable
Do not use competitor benchmarks that are not based on real data — fabricated benchmarks invalidate the competitive gap analysis
Do not audit content mix based on what should have been posted — analyse what was actually posted during the audit period
Do not sequence the action plan by effort alone — sequence by impact × effort so the highest-value actions come first

Social Media Audit