Social Media Audit

When to Use This Skill

Use this skill when the user needs to:

Evaluate their social media presence across one or more platforms
Identify what is working and what is underperforming in their content strategy
Get a structured scorecard with ratings across profile, content, consistency, engagement, and growth
Prepare for a social media strategy refresh or rebrand
Diagnose why their social media efforts are not translating to followers, leads, or sales
Get a prioritized 30-day action plan to improve their social media performance

DO NOT use this skill for:

Creating new social media content (use content-calendar or content-repurpose)
Designing social media graphics (use social-media-graphics)
Competitor social media analysis without auditing the user's own accounts (use competitor-analysis)
Running paid ad audits or analyzing ad spend ROI
Accessing live analytics via platform APIs — this audit is based on user-reported information and observable profile details

Core Principle

EVERY AUDIT MUST START WITH GOALS — A SOCIAL MEDIA PRESENCE CANNOT BE SCORED WITHOUT KNOWING WHAT SUCCESS LOOKS LIKE FOR THIS SPECIFIC BUSINESS.

Platform Benchmarks

Platform	Healthy Posting Frequency	Good Engagement Rate	Best Content Types	Primary Audience
Instagram	3-5 feed posts/week + daily stories	1-3% on feed posts	Reels, carousels, stories	Visual brands, lifestyle, B2C
X/Twitter	1-3 posts/day	0.5-1% per tweet	Threads, text posts, quote tweets	Thought leadership, B2B, news
LinkedIn	3-5 posts/week	2-4% on posts	Text posts, carousels, documents	B2B, professionals, consultants
TikTok	3-7 videos/week	3-6% on videos	Short-form video, trends, tutorials	Gen Z/Millennial, entertainment, education
Facebook	3-5 posts/week	0.5-1% on posts	Video, link posts, group engagement	Local businesses, communities, 35+ audience
YouTube	1-2 videos/week	4-6% like rate on videos	Long-form video, shorts, tutorials	Education, entertainment, product reviews
Pinterest	5-15 pins/week	0.2-0.5% click-through rate	Infographics, product pins, how-to images	E-commerce, DIY, food, design, wedding

These benchmarks reflect typical ranges for small businesses and creators. Rates vary by niche, audience size, and content quality.

Step 1: Understand

Gather these inputs from the user before auditing anything:

Business type — what they do and who they serve
Active platforms — which platforms they currently post on (use the platform checklist below)
Target audience — who they are trying to reach (demographics, interests, pain points)
Goals — what they want from social media: brand awareness, lead generation, direct sales, community building, or thought leadership
Current posting frequency — how often they post on each platform (daily, a few times a week, inconsistently, rarely)
Self-assessment — what they think is working, what they think is not, and any frustrations
Top competitors on social — 2-3 accounts in their space they admire or compete with (optional but helpful)

Platform Checklist — confirm which are active:

Platform	Active?	Handle
Instagram
X/Twitter
LinkedIn
TikTok
Facebook
YouTube
Pinterest

If the user provides items 1-3, proceed with reasonable defaults for items 4-7. Ask only about missing critical details.

Brief template to present if the user gives a vague request:

I will audit your social media presence. Quick answers needed:

1. What is your business? Who do you serve?
2. Which platforms are you active on? (Instagram, X/Twitter, LinkedIn, TikTok, Facebook, YouTube, Pinterest)
3. Who is your target audience?
4. What is your main goal? (brand awareness / leads / sales / community / thought leadership)
5. How often do you post on each platform?
6. What do you think is working? What is not?
7. Any competitor accounts you admire? (optional)

GATE: Do not proceed to Step 2 until you have at minimum: business description, at least 1 active platform, and a stated or inferred goal. If the user does not state a goal, infer one from their business type and confirm it.

Step 2: Audit

Audit each active platform across 5 dimensions. Score each dimension as Strong, Needs Work, or Missing.

Dimension 1: Profile Optimization

Check these elements for each platform:

Element	What to Evaluate	Strong	Needs Work	Missing
Bio/About	Clear value proposition, says what they do and who they help	Specific, benefit-driven, includes keywords	Exists but vague or generic	Empty or irrelevant
Profile photo	Professional, recognizable, consistent across platforms	High-quality headshot or logo, consistent everywhere	Exists but low quality or inconsistent	Default avatar or missing
Link	Drives traffic to the right destination	Link-in-bio tool or direct link to current offer/site	Link exists but goes to homepage with no clear CTA	No link or broken link
Pinned/Highlights	Showcases best content or key info upfront	Curated highlights or pinned posts that serve new visitors	Some highlights but disorganized or outdated	No pinned content or highlights
Username consistency	Same handle (or recognizable variation) across platforms	Identical handle everywhere	Minor variations but still findable	Completely different names on each platform

Dimension 2: Content Quality

Element	What to Evaluate	Strong	Needs Work	Missing
Visual consistency	Cohesive look and feel across posts	Consistent colors, fonts, or style — recognizable at a glance	Somewhat consistent but no clear brand look	Random visuals, no cohesion
Copy quality	Captions and text are clear, engaging, and purposeful	Strong hooks, clear message, calls to action	Captions exist but are flat or unfocused	No captions, single emojis, or copy-paste content
Value ratio	Balance of educational, entertaining, and promotional content	70%+ value-driven (educate/entertain), under 25% promotional	Some value content but too much selling or too much filler	All promotional or all random with no strategy
Content pillars	Consistent themes or topics across posts	Clear 3-5 recurring themes that reinforce expertise	Some patterns visible but not intentional	No discernible themes — posts feel random

Dimension 3: Posting Consistency

Element	What to Evaluate	Strong	Needs Work	Missing
Frequency	Posts regularly per platform benchmarks	Meets or exceeds platform benchmark from the table above	Posts regularly but below benchmark	Sporadic — weeks of silence followed by bursts
Timing	Posts when audience is active	Consistent posting times aligned with audience activity	Posts at random times	No pattern whatsoever
Gaps	No extended periods of inactivity	No gaps longer than 3 days (feed) or 1 day (stories)	Occasional gaps of 1-2 weeks	Extended disappearances of 3+ weeks
Scheduling	Uses a system for planning content	Evidence of planned, batched content	Some planning but inconsistent execution	Clearly posting spontaneously with no plan

Dimension 4: Engagement Health

Element	What to Evaluate	Strong	Needs Work	Missing
Comment responses	Replies to comments on their own posts	Responds to most comments within 24 hours	Responds to some comments but ignores others	Never responds to comments
DM responsiveness	Handles direct messages and inquiries	Reports responding to DMs promptly	Slow to respond or misses DMs regularly	Ignores DMs entirely
Outbound engagement	Engages with other accounts in their niche	Actively comments on and shares others' content	Occasionally engages but mostly broadcasts	Zero outbound engagement — posts and disappears
Calls to action	Posts include clear next steps for the audience	Most posts end with a specific, relevant CTA	Some CTAs but generic ("link in bio" on everything)	No CTAs — audience is never told what to do next

Dimension 5: Growth Signals

Element	What to Evaluate	Strong	Needs Work	Missing
Follower trend	Direction of audience growth	Steady growth month over month	Flat or slow growth	Declining or stagnant for 3+ months
Top-performing content	Knows what content types get the most engagement	Can identify top formats and replicates them intentionally	Has some high-performing posts but does not replicate the pattern	No awareness of what works
Hashtag/keyword strategy	Uses discoverable tags or keywords	Researched, niche-specific hashtags or SEO keywords on each post	Uses hashtags but they are generic or random	No hashtags, no keywords, no discoverability strategy
Cross-promotion	Drives traffic between platforms and owned channels	Links between platforms, promotes email list, mentions other channels	Occasional cross-references	Each platform operates in complete isolation

Step 3: Present

Deliver the audit in this exact order. Present everything before saving anything.

3A: Audit Scorecard

Build a platform-by-dimension matrix with scores:

## Social Media Audit Scorecard

| Dimension | Instagram | LinkedIn |
|-----------|-----------|----------|
| Profile Optimization | Needs Work | Strong |
| Content Quality | Needs Work | Strong |
| Posting Consistency | Missing | Needs Work |
| Engagement Health | Needs Work | Missing |
| Growth Signals | Missing | Needs Work |

Overall: 2 Strong / 4 Needs Work / 4 Missing

Assign the overall dimension score based on the majority of elements within that dimension. If the elements are split evenly, round down (give the lower score) to keep the audit honest.

3B: Top 3 Wins

Identify the 3 strongest findings across all platforms. Be specific:

## What Is Working

1. **LinkedIn profile is fully optimized** — Bio clearly states "I help B2B SaaS founders
   build outbound sales systems," includes a link to a free resource, and the banner image
   reinforces the value proposition. This is the gold standard for the other platforms.

2. **LinkedIn content pillars are clear** — Posts consistently rotate between sales tips,
   client results, and behind-the-scenes founder content. The audience knows what to expect.

3. **Instagram Reels outperform static posts 3:1** — The 4 Reels posted last month each
   received 2-3x more engagement than image posts, signaling the algorithm favors this
   format for your account.

3C: Top 3 Gaps

Identify the 3 biggest opportunities for improvement. Tie each gap to the user's stated goal:

## Biggest Opportunities

1. **Instagram profile is not converting visitors** — The bio says "Entrepreneur | Dreamer |
   Coffee Lover" but does not mention what you do or who you help. Since your goal is lead
   generation, every profile visit is a missed conversion. Fix: rewrite the bio to match
   your LinkedIn format.

2. **No posting consistency on Instagram** — 3 posts in one week, then nothing for 2 weeks.
   The algorithm deprioritizes accounts with irregular activity. Your content quality is
   fine — the problem is frequency. Fix: commit to 3 posts/week minimum using a scheduler.

3. **Zero outbound engagement on both platforms** — You post content but never comment on
   other accounts in your niche. On LinkedIn especially, commenting on larger accounts in
   your industry is the fastest organic growth lever. Fix: spend 10 minutes before each
   post engaging with 5 accounts in your niche.

3D: Quick Wins

List 3-5 things that can be fixed today with no new content creation:

## Quick Wins (Fix Today)

1. Rewrite Instagram bio — copy the structure from your LinkedIn bio
2. Add a link-in-bio tool (Linktree, Stan Store, or Beacons) with your top 3 links
3. Pin your best-performing post to the top of your Instagram grid
4. Update your profile photo on Instagram to match your LinkedIn headshot
5. Add 3 highlight covers on Instagram: "About," "Testimonials," "Free Resource"

3E: Review Gate

Does this audit reflect your experience? I can:
- Adjust any scores if I misjudged something
- Dig deeper into a specific platform or dimension
- Add platforms I did not cover

Once confirmed, I will save the full audit report and build your 30-day action plan.

GATE: Do not proceed to Step 4 until the user confirms the audit findings.

Step 4: Act

4A: Save the Audit Report

Save the full audit as a markdown file:

Default path: social-media-audit/audit-report.md
Ask the user for their preferred save location if they have one
Include all sections: scorecard, wins, gaps, quick wins, and the 30-day action plan

4B: Build the 30-Day Action Plan

Create a prioritized, week-by-week plan based on the audit findings:

## 30-Day Social Media Action Plan

### Week 1: Foundation Fixes (Quick Wins)
- [ ] Rewrite Instagram bio with clear value proposition and CTA
- [ ] Add link-in-bio tool with top 3 links (free resource, booking page, website)
- [ ] Pin top-performing post on Instagram
- [ ] Match profile photos across all platforms
- [ ] Create 3 Instagram highlight covers: About, Results, Free Resource

### Week 2: Content System
- [ ] Define 3-4 content pillars (replicate what works on LinkedIn)
- [ ] Set up a posting schedule: Instagram 4x/week, LinkedIn 4x/week
- [ ] Batch-create next week's content (4 Instagram + 4 LinkedIn posts)
- [ ] Schedule all posts using a scheduling tool (Later, Buffer, or native scheduler)

### Week 3: Engagement Engine
- [ ] Start daily engagement routine: 10 min before posting, comment on 5 niche accounts
- [ ] Respond to every comment on your posts within 24 hours
- [ ] Add specific CTAs to every post (ask a question, direct to link, invite to DM)
- [ ] Test one new content format (carousel on Instagram, document post on LinkedIn)

### Week 4: Growth and Measurement
- [ ] Review which posts performed best in weeks 2-3 — double down on those formats
- [ ] Implement a hashtag/keyword strategy: 5-10 niche-specific tags per post
- [ ] Cross-promote: mention your LinkedIn on Instagram stories, reference your Instagram in LinkedIn posts
- [ ] Screenshot your current follower counts and engagement rates as a baseline for next month

Tailor every action item to the specific audit findings. Do not include generic advice that does not connect to a gap identified in Step 2.

4C: Suggest Next Steps

## Recommended Next Steps

- **Content Calendar** — Run /content-calendar to plan your next 30 days of posts
  based on the content pillars identified in this audit
- **Brand Voice Guide** — Run /brand-voice-guide to define your tone, vocabulary,
  and messaging framework for consistent content across platforms
- **Content Repurpose** — Run /content-repurpose to turn your top-performing posts
  into content for other platforms and formats

Example 1: Business Coach — Instagram and LinkedIn

User says: "I am a business coach for women entrepreneurs. I am active on Instagram and LinkedIn. My goal is to get more discovery call bookings. I post maybe 2-3 times a week on Instagram and a few times a week on LinkedIn. I think my LinkedIn is doing well but Instagram is dead. My competitors are @shebuildsbiz and @femfounder on Instagram."

Step 1 — Understand:

Business: Business coaching for women entrepreneurs
Platforms: Instagram, LinkedIn
Target audience: Women entrepreneurs, early to mid-stage business owners
Goal: Lead generation (discovery call bookings)
Posting frequency: Instagram 2-3x/week, LinkedIn a few times/week
Self-assessment: LinkedIn is working, Instagram is not
Competitors: @shebuildsbiz, @femfounder

Step 2 — Audit:

Scorecard:

Dimension	Instagram	LinkedIn
Profile Optimization	Needs Work	Strong
Content Quality	Needs Work	Strong
Posting Consistency	Needs Work	Strong
Engagement Health	Missing	Needs Work
Growth Signals	Missing	Needs Work

Top 3 Wins:

LinkedIn bio clearly states "I help women entrepreneurs scale past $100K with strategy and accountability" with a link to the booking page
LinkedIn content rotates between client wins, tactical advice, and personal founder stories — clear pillar structure
Instagram Reels (the few that exist) get 4x the engagement of image posts — a format worth scaling

Top 3 Gaps:

Instagram bio says "Coach | Speaker | Mom of 2" with no mention of who she helps or how to book — zero conversion path for profile visitors
No engagement routine on either platform — posts but never comments on competitors' or peers' content, missing the fastest organic growth lever on both platforms
Instagram posting is inconsistent (3 posts one week, then silence for 10 days) — the algorithm is suppressing reach due to inactivity gaps

Quick Wins:

Rewrite Instagram bio: "I help women entrepreneurs scale past $100K | Strategy + Accountability Coaching | Book a free discovery call" with link
Pin a client testimonial post or a "what I do" Reel to the top of the Instagram grid
Create Instagram highlights: About Me, Client Wins, Free Resources, How to Work With Me
Match Instagram profile photo to the LinkedIn headshot

Step 3 — Present: Full scorecard and findings shown. User confirms and asks to also add engagement tips for Instagram Stories.

Step 4 — Act:

Audit report saved to social-media-audit/audit-report.md
30-day action plan tailored: Week 1 is Instagram profile overhaul, Week 2 is content pillar alignment with LinkedIn approach, Week 3 is engagement routine, Week 4 is measurement and Reels scaling
Suggested: /content-calendar for next month's Instagram plan, /brand-voice-guide for consistent messaging

Example 2: E-Commerce Brand — Instagram, TikTok, and Pinterest

User says: "I sell handmade candles online. I am on Instagram, TikTok, and Pinterest. I want to drive more traffic to my Shopify store. I post on Instagram almost daily but TikTok and Pinterest are more sporadic. I think my product photos are good but I am not getting clicks to the store."