How to Perform Your Own Social Media Audit in 6 Easy Steps

So, you've been posting regularly (or maybe less regularly than you'd like), but how do you know if your efforts are really paying off?

If you're feeling frustrated by confusing algorithms, lack of engagement, or simply unsure if your strategy is effective, it's time for a social media audit.

Luckily, this doesn't have to be complicated or overly time-consuming. In this guide, I'll walk you through six easy steps to perform your own social media audit, so you can clearly see what's working, identify what isn't, and finally feel confident that your time spent online is making a difference.

Signs It's Time for a Social Media Audit

A social media audit is a structured, strategic way to step back, take a breath, and assess what’s really happening behind the posts. If you're not checking in on your platforms regularly, it’s easy to miss the signs that your strategy might be off course.

Here are some common indicators that it's time to pause and take stock:

• Declining engagement on posts (likes, comments, shares)

• Inconsistent or unclear branding across platforms

• Unsure of your return on investment (ROI) from social media activities

• Stagnant follower growth

• Lack of clarity on which content performs best

• Confusion about how algorithms affect your content visibility

• Difficulty maintaining a regular posting schedule

If one or more of these sound familiar, you're not alone. Many small business owners we work with at The Winfield Creative face the same challenges. The good news? An audit is a powerful reset button and it doesn’t require a degree in data analytics 📊

How to Perform Your Own Social Media Audit in 7 Easy Steps

Step 1: Clarify Your Goals

Before diving into the data, get clear on what you're actually trying to achieve. Are you trying to drive traffic to your website? Grow your email list? Attract new customers in Vermont or beyond? Goals will vary by business and season, but knowing what you’re aiming for is key. Without goals, you're just throwing content into the void.

💡 Pro tip: If you're doing it all "because I have to," that's a good sign it's time to rethink your strategy.

Step 2: Evaluate Your Profiles

Head to each platform and look at your profiles like a first-time visitor would. Is your branding consistent? Are your bios clear and aligned with your business voice? Do your profile photos and cover images reflect who you are now, not who you were three years ago?

Run through this checklist:

• Profile picture is high-quality and on-brand

• Bio includes a clear description and call-to-action

• Website link is up-to-date

• Contact info is accurate and easy to find

Think of your profile as your digital storefront: it should be tidy, welcoming, and easy to navigate. If you haven't updated it in the last 6 months, check out this blog post we wrote for step-by-step details on how to optimization your profile bio.

Step 3: Analyze Your Content

Now it’s time to dig into what you’ve been sharing. Scroll through the past three to six months of content on each platform. What types of posts are generating engagement? Which ones are falling flat? Look for patterns in format (video, photo, carousel), timing, and topics.

Ask yourself:

• Which posts sparked conversations?

• What call-to-actions (CTAs) actually worked?

• Are you posting content that speaks directly to your ideal customer?

Use this info to shape smarter content moving forward.

Step 4: Check Audience Insights

You don’t need to be glued to analytics daily, but once a quarter? Absolutely. Most platforms provide native tools (like Instagram Insights or Facebook’s Business Suite) that show who your audience is and how they interact with your content.

Key metrics to review:

• Audience demographics (age, location, interests)

• Best times/days to post

• Reach vs. engagement trends

Are you reaching your ideal audience or just random scrollers?

Step 5: Monitor Engagement

Engagement is more than just likes. Comments, shares, saves, and DMs are gold. They signal that your content is resonating.

Track:

• Your top three posts by engagement over the past three months

• Any spikes or drops and what may have caused them

• What engagement styles your audience prefers (polls, questions, behind-the-scenes posts)

Don’t be afraid to test new formats and double down on what works.

Step 6: Create an Action Plan

Here’s where the magic happens. Take everything you’ve learned and break it down into actionable steps:

• Keep: What’s working well? Do more of that.

• Improve: Where is there room to grow?

• Stop: What’s not delivering results and can be let go?

Set small, measurable goals for the next 30–90 days. Maybe it’s posting three Reels per month, showing up in Stories weekly, or finally launching that email opt-in you’ve been sitting on.

Why Consider Professional Help?

We totally get it: you’re wearing all the hats. Doing this deep-dive can be empowering, but it can also feel like one more thing on your already full plate.

That’s where we come in.

At The Winfield Creative, we specialize in helping Vermont-based small businesses cut through the noise and build intentional, sustainable social media strategies. Our professional social media strategy services are more than just data dumps. We deliver clear insights, a custom action plan, and 1:1 support to make implementation easy.

You don’t have to figure it all out alone. A fresh perspective can save you time, energy, and help you fall back in love with your marketing again.