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Audit

To use the templates in this Google Sheet, make a copy or download it as an Excel
spreadsheet.
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Network Handle Channel Owner Verified Mission Statement KPIs Top Content Most Recent Post Keep / Deactivate Notes
[eg. "to promote company
culture using employee photos,"
[eg. Social Marketing Team, or "to provide customer service [eg. Engagement rate, [Based on your chosen [Who follows you on the
eg. Instagram [eg. @Hootsuite] Social Media Manager] Y/N/Request submitted during office hours"] number of followers, etc.] KPI(s)] specific network?] Include any notes about the account here. Eg. "inactive account, consider deleting."
Easily manage all your social media and save time with Hootsuite. Free 30-Day Trial
INSTAGRAM
Account(s)
Handle
Include @username(s) and link to
the profile(s) here
Performance
# of Posts
Total number of posts published
over a specific period. ie. past 12
months, all time, etc.
Audience
Demographis
Use Instagram Business Insights
and analytics to pull demographic
info of your current followers. For
more info: https://blog.hootsuite.
com/instagram-analytics-tools-
business/
Goals
[Goal no. 1]
Click here to learn how to set the
right goals for each network
SWOT Analysis [1]
STRENGTHS
Eg. We have a historically high
engagement rate on our posts
OPPORTUNITIES
Eg. Our competitors aren't using
Instagram Stories
Bio
Copy and paste the text that
appears in your bio
[KPI no. 1]
Eg. Engagement Rate, Click-
Through Rate, Likes,
Comments, etc.
Not sure what to track? Read
more: https://blog.hootsuite.
com/social-media-metrics/
# of Followers
[Result]
Set a date to return to this
audit to determine if you were
successful
INTERNAL FACTORS
EXTERNAL FACTORS
Hashtags
List any hashtags you use
regularly and/or ones that
appear in your bio
YoY Change
How much has this grown or
descreased year-over-year
(YoY). Or, whichever period
makes the most sense for your
business.
YoY Change
[Goal no. 2]
WEAKNESSES
Eg. We lack dedicated video
resources to do produce IGTV
content
THREATS
Eg. Competitor Y has 2X the
number of followers
Top Content /
Link in Profile Verified Channel Owner Mission Statement Most Recent Post Notes
Pinned Post
Indicate whether your account
has been verified, or if you've To stay focus and help you Quick health check to
submitted a verification List the person(s) and/or team determine which key determine if you're on the Include the date of your
application. More info here: responsible for the content and performance indicators (KPIs) to right track re: mission last post here to quickly Include any notes about
Do you link to any other https://blog.hootsuite. performance of this channel. Eg. measure. Eg. "Grow brand statement and KPIs. identify the account here. Eg.
network or website from your com/get-verified-on- "Amanda Wood, Social awareness and drive Paste the link to the post underused/abandoned "inactive account,
bio? Paste that link here instagram/ Marketing Manager" traffic/leads." here. accounts. consider deleting."
[KPI no. 2] YoY Change [KPI no. 3] YoY Change
Use Instagram Analytics
to gather performance
data. More Info: https:
//blog.hootsuite.
com/instagram-
analytics-tools-business/
Click-Throughs YoY Change [KPI no. 3] YoY Change
[Result] [Goal no. 3] [Result] YoY Change
A
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FACEBOOK
Account(s)
Handle
Include @username(s) and link to
the profile(s) here
Performance
# of Posts
Total number of posts published
over a specific period. ie. past 12
months, all time, etc.
Audience
Demographis
Use Facebook analytics to pull
demographic info of your current
followers. For more info: https:
//blog.hootsuite.com/facebook-
analytics-insights-beginners-
guide/
Goals
[Goal no. 1]
Click here to learn how to set the
right goals for each network
SWOT Analysis [2]
STRENGTHS
Eg. Our company has positive
Facebook reveiws
OPPORTUNITIES
Eg. Our competitors aren't
spending money on Facebook ads
About Section
Copy and paste the text that
appears in the About section
of your profile.
[KPI no. 1]
Eg. # of fans, Likes,
Engagement Rate, etc.
Not sure what to track? Read
more: https://blog.hootsuite.
com/social-media-metrics/
# of Followers
[Result]
Set a date to return to this
audit to determine if you were
successful
INTERNAL FACTORS
EXTERNAL FACTORS
Hashtags
List any hashtags you use
regularly and/or ones that
appear in your bio
YoY Change
How much has this grown or
descreased year-over-year
(YoY). Or, whichever period
makes the most sense for your
business.
YoY Change
[Goal no. 2]
WEAKNESSES
Eg. We lack resources to
monitor comments
THREATS
Eg. Competitor Y has more
fans and a higher engagement
rate
Top Content /
Link in Profile Verified Channel Owner Mission Statement Most Recent Post Notes
Pinned Post
Indicate whether your account
has been verified, or if you've To stay focus and help you Quick health check to
submitted a verification List the person(s) and/or team determine which key determine if you're on the Include the date of your
application. More info here: responsible for the content and performance indicators (KPIs) to right track re: mission last post here to quickly Include any notes about
Do you link to any other https://blog.hootsuite. performance of this channel. Eg. measure. Eg. "Grow brand statement and KPIs. identify the account here. Eg.
network or website from your com/how-to-get-verified-on- "Amanda Wood, Social awareness and drive Paste the link to the post underused/abandoned "inactive account,
bio? Paste that link here facebook/ Marketing Manager" traffic/leads." here. accounts. consider deleting."
[KPI no. 2] YoY Change [KPI no. 3] YoY Change
Use Facebook Analytics
to gather performance
data. More Info: https:
//blog.hootsuite.
com/facebook-analytics-
insights-beginners-
guide/
Click-Throughs YoY Change [KPI no. 3] YoY Change
[Result] [Goal no. 3] [Result] YoY Change
A
Easily manage all your social media and save time with Hootsuite. Free 30-Day Trial
TWITTER
Account(s)
Handle
Include @username(s) and link to
the profile(s) here
Performance
# of Posts
Total number of posts published
over a specific period. ie. past 12
months, all time, etc.
Audience
Demographis
Use Twitter Analytics to pull
demographic info of your current
followers. For more info: https:
//blog.hootsuite.com/twitter-
analytics-guide/
Goals
[Goal no. 1]
Click here to learn how to set the
right goals for each network
SWOT Analysis [3]
STRENGTHS
Eg. We have a fast average
response time
OPPORTUNITIES
Eg. Our target customers use
Twitter to research products and
ask support questions
Bio
Copy and paste the text that
appears in your bio
[KPI no. 1]
Eg. Engagement Rate,
Response Time, etc.
Not sure what to track? Read
more: https://blog.hootsuite.
com/social-media-metrics/
# of Followers
[Result]
Set a date to return to this
audit to determine if you were
successful
INTERNAL FACTORS
EXTERNAL FACTORS
Hashtags
List any hashtags you use
regularly and/or ones that
appear in your bio
YoY Change
How much has this grown or
descreased year-over-year
(YoY). Or, whichever period
makes the most sense for your
business.
YoY Change
[Goal no. 2]
WEAKNESSES
Eg. We lack original, relevant
content to share on Twitter
THREATS
Eg. Competitor Y is very active
on Twitter and actively
responds to tweets that
@mention our brand
Top Content /
Link in Profile Verified Channel Owner Mission Statement Most Recent Post Notes
Pinned Post
Indicate whether your account
has been verified, or if you've To stay focus and help you Quick health check to
submitted a verification List the person(s) and/or team determine which key determine if you're on the Include the date of your
application. More info here: responsible for the content and performance indicators (KPIs) to right track re: mission last post here to quickly Include any notes about
Do you link to any other https://blog.hootsuite. performance of this channel. Eg. measure. Eg. "Grow brand statement and KPIs. identify the account here. Eg.
network or website from your com/get-verified-twitter- "Amanda Wood, Social awareness and drive Paste the link to the post underused/abandoned "inactive account,
bio? Paste that link here essential-guide/ Marketing Manager" traffic/leads." here. accounts. consider deleting."
[KPI no. 2] YoY Change [KPI no. 3] YoY Change
Use Twitter Analytics to
gather performance
data. More Info: https:
//blog.hootsuite.
com/twitter-analytics-
guide/
Click-Throughs YoY Change [KPI no. 3] YoY Change
[Result] [Goal no. 3] [Result] YoY Change
A
Easily manage all your social media and save time with Hootsuite. Free 30-Day Trial
LINKEDIN
Account(s)
Handle
Include @username(s) and link to
the profile(s) here
Performance
# of Posts
Total number of posts published
over a specific period. ie. past 12
months, all time, etc.
Audience
Demographis
Use LinkedIn analytics to pull
visitor demographics. For more
info: https://blog.hootsuite.
com/linkedin-analytics/
Goals
[Goal no. 1]
Click here to learn how to set the
right goals for each network
SWOT Analysis [4]
STRENGTHS
Eg. Our click-through rate on posts
is higher than any other network
OPPORTUNITIES
Eg. Use LinkedIn for employee
advocacy
Company Page Tag
Line
Copy and paste the text that
appears in your tag line.
Need help optimizing your
profile? Expert tips: https:
//blog.hootsuite.com/linkedin-
for-business/
[KPI no. 1]
Eg. Click-Through Rate,
Engagement Rate, Leads, etc.
Not sure what to track? Read
more: https://blog.hootsuite.
com/social-media-metrics/
# of Followers
[Result]
Set a date to return to this
audit to determine if you were
successful
INTERNAL FACTORS
EXTERNAL FACTORS
Link in Profile
Do you link to any other
network or website? Paste
that link here to ensure it's
consistent across network
YoY Change
How much has this grown or
descreased year-over-year
(YoY). Or, whichever period
makes the most sense for your
business.
YoY Change
[Goal no. 2]
WEAKNESSES
Eg. We aren't using LinkedIn
as an employee advocacy
platform
THREATS
Eg. Competitor Y is using
LinkedIn as a recruitment tool
more effectively
Channel Owner
List the person(s) and/or team
responsible for the content
and performance of this
channel. Eg. "Amanda Wood,
Social Marketing Manager"
[KPI no. 2]
Click-Throughs
[Result]
Mission Statement
To stay focus and help you
determine which key
performance indicators (KPIs)
to measure. Eg. "Grow brand
awareness and drive
traffic/leads."
YoY Change
YoY Change
[Goal no. 3]
A
Top Content / Pinned
Most Recent Post Notes
Post
Quick health check to determine Include any notes about
if you're on the right track re: Include the date of your last post the account here. Eg.
mission statement and KPIs. here to quickly identify "inactive account,
Paste the link to the post here. underused/abandoned accounts. consider deleting."
[KPI no. 3] YoY Change
Use LinkedIn analytics to
gather performance
data. More Info: https:
//blog.hootsuite.
com/linkedin-analytics/
[KPI no. 3] YoY Change
[Result] YoY Change
Easily manage all your social media and save time with Hootsuite. Free 30-Day Trial

SNAPCHAT
Account(s)
Top Content /
Handle Bio Hashtags Link in Profile Verified Channel Owner Mission Statement Most Recent Post Notes
Pinned Post
To stay focus and help you Quick health check to
List the person(s) and/or team determine which key determine if you're on the Include the date of your
Indicate whether your account responsible for the content and performance indicators (KPIs) to right track re: mission last post here to quickly Include any notes about
List any hashtags you use Do you link to any other has been verified, or if you've performance of this channel. Eg. measure. Eg. "Grow brand statement and KPIs. identify the account here. Eg.
Include @username(s) and link to Copy and paste the text that regularly and/or ones that network or website from your submitted a verification "Amanda Wood, Social awareness and drive Paste the link to the post underused/abandoned "inactive account,
the profile(s) here appears in your bio appear in your bio bio? Paste that link here application. Marketing Manager" traffic/leads." here. accounts. consider deleting."

Performance
# of Posts [KPI no. 1] YoY Change [KPI no. 2] YoY Change [KPI no. 3] YoY Change
How much has this grown or Use Snapchat Insights to
Eg. Views, Complete Rate, etc. descreased year-over-year gather performance
Total number of Snaps over a Not sure what to track? Read (YoY). Or, whichever period data. More Info: https:
specific period. ie. past 12 months, more: https://blog.hootsuite. makes the most sense for your //blog.hootsuite.
all time, etc. com/social-media-metrics/ business. com/snapchat-analytics/

Audience
Demographis # of Followers YoY Change Click-Throughs YoY Change [KPI no. 3] YoY Change
Use Snapchat analytics tools to
pull demographic info of your
current followers. For more info:
https://blog.hootsuite.
com/snapchat-analytics/

Goals
[Goal no. 1] [Result] [Goal no. 2] [Result] [Goal no. 3] [Result] YoY Change
Set a date to return to this
Click here to learn how to set the audit to determine if you were
right goals for each network successful

SWOT Analysis [5] A

INTERNAL FACTORS
STRENGTHS WEAKNESSES

EXTERNAL FACTORS
OPPORTUNITIES THREATS
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PINTEREST
Account(s)
Handle Bio Keywords Link in Profile Verified Channel Owner Mission Statement Top Pin Most Recent Post Notes
Indicate whether your account
List any keywords you're has been verified, or if you've To stay focus and help you Quick health check to
targeting with your profile and submitted a verification List the person(s) and/or team determine which key determine if you're on the Include the date of your
content. More info here: https: application. More info here: responsible for the content and performance indicators (KPIs) to right track re: mission last post here to quickly Include any notes about
//blog.hootsuite. Do you link to any other https://help.pinterest. performance of this channel. Eg. measure. Eg. "Grow brand statement and KPIs. identify the account here. Eg.
Include @username(s) and link to Copy and paste the text that com/pinterest-seo-top- network or website from your com/en/business/article/verifi "Amanda Wood, Social awareness and drive Paste the link to the post underused/abandoned "inactive account,
the profile(s) here appears in your bio keywords/ bio? Paste that link here ed-accounts Marketing Manager" traffic/leads." here. accounts. consider deleting."

Performance
# of Posts [KPI no. 1] YoY Change [KPI no. 2] YoY Change [KPI no. 3] YoY Change
Use Pinterest Analytics to
How much has this grown or gather performance
Eg. Repins, Impressions, Clicks descreased year-over-year data. More Info: https:
Total number of posts published Not sure what to track? Read (YoY). Or, whichever period //blog.hootsuite.
over a specific period. ie. past 12 more: https://blog.hootsuite. makes the most sense for your com/pinterest-analytics-
months, all time, etc. com/social-media-metrics/ business. for-business/

Audience
Demographis # of Followers YoY Change Click-Throughs YoY Change [KPI no. 3] YoY Change
Use Pinterest Analytics to pull
demographic info of your current
followers. For more info: https:
//blog.hootsuite.com/pinterest-
analytics-for-business/

Goals
[Goal no. 1] [Result] [Goal no. 2] [Result] [Goal no. 3] [Result] YoY Change
Set a date to return to this
Click here to learn how to set the audit to determine if you were
right goals for each network successful

SWOT Analysis [6] A

INTERNAL FACTORS
STRENGTHS WEAKNESSES

EXTERNAL FACTORS
OPPORTUNITIES THREATS
[1] Including a SWOT analysis in your social media audit will show how you stack up against the
competition and tell you if it's worth investing more time in a particular network.

[2] Including a SWOT analysis in your social media audit will show how you stack up against the
competition and tell you if it's worth investing more time in a particular network.

[3] Including a SWOT analysis in your social media audit will show how you stack up against the
competition and tell you if it's worth investing more time in a particular network.

[4] Including a SWOT analysis in your social media audit will show how you stack up against the
competition and tell you if it's worth investing more time in a particular network.

[5] Including a SWOT analysis in your social media audit will show how you stack up against the
competition and tell you if it's worth investing more time in a particular network.

[6] Including a SWOT analysis in your social media audit will show how you stack up against the
competition and tell you if it's worth investing more time in a particular network.