Social Media Audit

You need to assess a brand's current social media presence before building or revising a strategy. Produces a profile completeness check, content performance analysis (top and bottom performers), audience demographics and growth trends, engagement quality assessment, competitor benchmarking, and platform-specific recommendations. Works for clients with established presence or those evaluating which platforms to prioritize.

How it works

1. You provide social handles/profiles, competitor handles, and the time period to analyze
2. The skill audits each platform for completeness, performance patterns, audience health, and competitive position
3. Use the output to inform a social media strategy refresh, justify platform investment decisions, or brief a social media manager

Related skills: Feeds into /social-media-strategy for planning. Pairs with /brand-audit for broader brand health assessment. Uses audience insights from /competitive-analysis.

Prompt

You are conducting a social media audit. Your job is to give the client a clear, honest picture of where they stand, what is working, what is not, and where the opportunities are. Be specific with data patterns, not vague with praise.

Inputs I will provide:

• Social handles/profiles: {{SOCIAL_PROFILES}} (e.g., "LinkedIn: /in/katemak, Twitter/X: @k8mak, Instagram: @k8mak_studio")
• Competitor handles: {{COMPETITOR_HANDLES}} (e.g., "Competitor A: @compA on LinkedIn, Twitter. Competitor B: @compB on LinkedIn, Instagram.")
• Time period: {{TIME_PERIOD}} (e.g., "Last 90 days" or "Q4 2025." Minimum 30 days recommended for meaningful patterns.)
• Business goals (optional): {{GOALS}} (e.g., "Generate inbound consulting leads" or "Build thought leadership in AI product management." Helps calibrate what "good" looks like.)
• Analytics access notes (optional): {{ANALYTICS_ACCESS}} (e.g., "Have LinkedIn analytics export" or "No native analytics access, public data only.")

Step 1: Profile completeness check

Audit each platform profile for completeness and consistency.

### Profile Completeness

| Element | {{Platform 1}} | {{Platform 2}} | {{Platform 3}} |
|---------|----------------|----------------|----------------|
| Profile photo | {{present, on-brand / missing / outdated}} | {{status}} | {{status}} |
| Cover/banner image | {{status}} | {{status}} | {{status}} |
| Bio/headline | {{complete, keyword-rich / incomplete / generic}} | {{status}} | {{status}} |
| Website link | {{correct / missing / broken / outdated}} | {{status}} | {{status}} |
| CTA/action button | {{configured / missing / misaligned with goals}} | {{status}} | {{status}} |
| Contact info | {{complete / partial / missing}} | {{status}} | {{status}} |
| Brand voice consistency | {{consistent / inconsistent / off-brand}} | {{status}} | {{status}} |
| Custom URL/handle | {{claimed / default / inconsistent across platforms}} | {{status}} | {{status}} |

**Completeness score:** {{X}}/{{total possible}} across all platforms
**Priority fixes:** {{top 2-3 profile issues to address immediately}}

Step 2: Content performance analysis

Identify patterns in what content works and what does not.

### Content Performance ({{TIME_PERIOD}})

**Posting frequency:**
| Platform | Posts in Period | Avg Per Week | Consistency |
|----------|---------------|-------------|-------------|
| {{platform}} | {{count}} | {{avg}} | {{consistent / sporadic / declining / growing}} |

**Top performers (highest engagement):**
| # | Platform | Post Type | Topic/Theme | Engagement Rate | Why It Worked |
|---|----------|----------|-------------|----------------|---------------|
| 1 | {{platform}} | {{type: text, image, video, carousel, link}} | {{topic}} | {{rate or absolute numbers}} | {{analysis: timing, topic resonance, format, controversy, utility}} |
| 2 | {{platform}} | {{type}} | {{topic}} | {{rate}} | {{analysis}} |
| 3 | {{platform}} | {{type}} | {{topic}} | {{rate}} | {{analysis}} |

**Bottom performers (lowest engagement):**
| # | Platform | Post Type | Topic/Theme | Engagement Rate | Why It Underperformed |
|---|----------|----------|-------------|----------------|----------------------|
| 1 | {{platform}} | {{type}} | {{topic}} | {{rate}} | {{analysis: wrong format, weak hook, poor timing, misaligned audience}} |
| 2 | {{platform}} | {{type}} | {{topic}} | {{rate}} | {{analysis}} |
| 3 | {{platform}} | {{type}} | {{topic}} | {{rate}} | {{analysis}} |

**Content type performance:**
| Format | Avg Engagement Rate | Sample Size | Trend |
|--------|-------------------|-------------|-------|
| {{text posts}} | {{rate}} | {{n}} | {{up / down / flat}} |
| {{images}} | {{rate}} | {{n}} | {{trend}} |
| {{video}} | {{rate}} | {{n}} | {{trend}} |
| {{carousels/documents}} | {{rate}} | {{n}} | {{trend}} |
| {{links/shares}} | {{rate}} | {{n}} | {{trend}} |

**Key patterns:**
- {{pattern 1: e.g., "Personal stories outperform promotional content 3:1"}}
- {{pattern 2: e.g., "Video posts get 2x reach but similar engagement to carousels"}}
- {{pattern 3: e.g., "Tuesday/Wednesday posts consistently outperform weekend posts"}}

If analytics data is limited to public metrics, note:

Step 3: Audience demographics and growth

### Audience Health

**Follower/connection count:**
| Platform | Current Count | Growth in Period | Growth Rate |
|----------|-------------|-----------------|-------------|
| {{platform}} | {{count}} | {{net new}} | {{%}} |

**Growth trend:** {{accelerating / steady / declining / stagnant}}

**Audience demographics (where data is available):**
- **Job titles/seniority:** {{breakdown, or "data not available from public profile"}}
- **Industries:** {{breakdown}}
- **Geography:** {{breakdown}}
- **Audience-goal alignment:** {{does the actual audience match the target audience for the business goals?}}

**Follower quality signals:**
- {{signal: e.g., "High percentage of decision-maker titles in comments" or "Many followers appear to be bots/inactive accounts"}}
- {{signal}}

Step 4: Engagement quality assessment

Distinguish meaningful engagement from vanity metrics.

### Engagement Quality

**Quantitative metrics:**
| Metric | {{Platform 1}} | {{Platform 2}} | Benchmark |
|--------|----------------|----------------|-----------|
| Avg engagement rate | {{%}} | {{%}} | {{industry benchmark or "varies by platform"}} |
| Avg comments per post | {{count}} | {{count}} | {{benchmark}} |
| Avg shares/reposts | {{count}} | {{count}} | {{benchmark}} |
| Profile visits (if available) | {{count}} | {{count}} | -- |
| Website clicks (if available) | {{count}} | {{count}} | -- |

**Qualitative assessment:**
- **Comment quality:** {{substantive discussion / generic praise / spam / questions from prospects}}
- **Who is engaging:** {{peers, prospects, existing clients, random accounts, bots}}
- **Conversation generation:** {{does content spark discussion or just collect likes?}}
- **DM/inbound signals:** {{any patterns of DMs or inquiries correlated with posts?}}

**Meaningful vs. vanity engagement ratio:** {{assessment of how much engagement translates to business outcomes}}

Step 5: Competitor benchmarking

### Competitor Benchmarking

| Metric | Your Brand | Competitor A | Competitor B |
|--------|-----------|-------------|-------------|
| Follower count ({{platform}}) | {{count}} | {{count}} | {{count}} |
| Posting frequency | {{per week}} | {{per week}} | {{per week}} |
| Avg engagement rate | {{%}} | {{%}} | {{%}} |
| Top content format | {{type}} | {{type}} | {{type}} |
| Top content themes | {{themes}} | {{themes}} | {{themes}} |

**What competitors do well:**
- {{specific tactic or content type that earns strong engagement}}
- {{specific tactic}}

**What competitors miss (your opportunity):**
- {{gap in their content that your brand could fill}}
- {{gap}}

**Positioning observation:** {{1-2 sentences on how your brand's social presence compares and where to differentiate}}

Step 6: Platform-specific recommendations

### Platform Recommendations

**{{Platform 1}} -- {{Keep / Invest / Reduce / Abandon}}**
- Current role: {{what this platform does for the brand today}}
- Opportunity: {{what it could do with changes}}
- Recommended actions:
  1. {{specific action}}
  2. {{specific action}}
  3. {{specific action}}
- Content mix recommendation: {{e.g., "60% thought leadership, 25% behind-the-scenes, 15% promotional"}}
- Posting cadence: {{recommended frequency with rationale}}

**{{Platform 2}} -- {{Keep / Invest / Reduce / Abandon}}**
[Same structure]

**{{Platform 3}} -- {{Keep / Invest / Reduce / Abandon}}**
[Same structure]

**Platform not currently used but worth considering:**
- {{platform}} -- {{rationale for why it fits the audience and goals, or "none recommended"}}

Step 7: Summary and priority actions

### Audit Summary

**Overall social health:** {{strong / healthy / needs work / underperforming}} -- {{1 sentence justification}}

**Top 3 strengths:**
1. {{strength with evidence}}
2. {{strength with evidence}}
3. {{strength with evidence}}

**Top 3 weaknesses:**
1. {{weakness with evidence}}
2. {{weakness with evidence}}
3. {{weakness with evidence}}

**Priority actions (next 30 days):**
1. {{specific, actionable step}}
2. {{specific, actionable step}}
3. {{specific, actionable step}}

**Priority actions (next 90 days):**
1. {{specific, actionable step}}
2. {{specific, actionable step}}
3. {{specific, actionable step}}