Social media audit
What is a social media audit?
A social media audit is a review of the accounts, the ad account and the results, made before anyone decides what to change. It covers who owns the pages and the ad account, how results are tracked, which posts and ads actually worked, and what one enquiry costs. It ends in a list of decisions, not in a report full of likes.
Example
A furniture shop spends €800 a month on Facebook and Instagram ads. The audit splits the spend by campaign: €640 went to an engagement campaign that produced 1,200 reactions, and €160 to a sales campaign that produced 8 orders. At an average order of €250, the second campaign returned €2,000 in revenue on €160 of spend, while the first has nothing measurable behind the reactions.
The audit does not propose new visuals. It proposes moving the money, checking the purchase event every month, and starting the report with one number: what an order costs.
Why it matters for a business
Most social media problems sit under the content, not in it. The page was created from the personal profile of someone who has left. The ad account lives in the previous agency’s portfolio. The pixel is on the site, but the purchase event never fires. In an account like that every decision is a guess, and the delivery system learns from the wrong signal.
An audit also surfaces the awkward part: which campaigns have been repeating for years because nobody stopped to ask whether they work. The numbers worth watching are chosen the way any KPI should be — two or three per campaign, not twenty.
What to ask
- Who owns the page, the ad account, the dataset and the catalogue — the company or somebody else?
- Which events are tracked, and do they match the orders in your own system?
- Which campaigns bring enquiries, and which bring reactions only?
- What does the monthly report lead with — reactions, or the cost of an enquiry?
- What changes in the first month, and which number will show that it worked?
We open every social media management engagement with this review, because without it the first month goes on guesswork.