Social Media Audit Template: Review Your Performance

Social Media Audit Template: Review Your Performance

When was the last time you took a hard, honest look at your social media performance? Most Singapore businesses post consistently but rarely step back to evaluate whether their efforts are actually working. A social media audit changes that, giving you a clear, data-driven picture of what is performing, what is underperforming and where your biggest opportunities lie.

In Singapore’s competitive digital landscape, brands that audit their social media quarterly consistently outperform those that operate on autopilot. An audit reveals wasted resources, identifies high-potential content types and exposes gaps in your strategy before they become costly problems. It is the foundation of smarter social media marketing.

This guide provides a complete social media audit template you can follow step by step. We cover the audit checklist for each major platform, the specific metrics you need to pull, how to benchmark against competitors and how to turn your findings into a clear action plan.

What Is a Social Media Audit and When to Do One

A social media audit is a systematic review of your brand’s social media presence, performance and strategy. It examines everything from profile completeness and branding consistency to engagement rates, audience demographics and content effectiveness. Think of it as a health check for your social media programme.

Unlike day-to-day analytics monitoring, an audit takes a broader, more strategic view. It looks at trends over time, compares performance across platforms and evaluates whether your social media efforts align with your business goals. The output is a set of actionable recommendations that inform your strategy for the next period.

When to conduct a social media audit:

• Quarterly: A light audit every quarter keeps your strategy on track and catches issues early. This should take 2-3 hours.
• Bi-annually: A comprehensive audit every six months is the minimum recommended frequency. This should take half a day.
• After major changes: Conduct an audit whenever you rebrand, launch a new product, enter a new market or experience a significant change in performance.
• When onboarding an agency: Any reputable social media agency will audit your current presence before proposing a new strategy.
• Start of year: An annual audit at the beginning of the year sets a performance baseline and informs your annual strategy.

The depth of your audit will depend on the number of platforms you use, the volume of content you produce and the resources available. Even a basic audit is infinitely more valuable than none at all.

Profile and Account Review Checklist

Start your audit with a review of your profiles across all active platforms. This seems basic, but incomplete or inconsistent profiles are surprisingly common, especially when multiple team members manage different accounts over time.

Use this checklist for each platform:

Element	What to Check	Status
Profile photo	Current logo, correct dimensions, consistent across platforms	Pass / Fail
Cover / banner image	Current, on-brand, correct dimensions for the platform	Pass / Fail
Bio / About section	Accurate description, includes keywords, has a clear CTA	Pass / Fail
Contact information	Correct phone, email, address (especially for local SEO)	Pass / Fail
Website URL	Links to correct page (homepage, landing page or link-in-bio)	Pass / Fail
Username / handle	Consistent across platforms, easy to find and remember	Pass / Fail
Verification	Verified status where applicable and available	Pass / Fail
Pinned / featured content	Most relevant and current content is pinned or highlighted	Pass / Fail
Story highlights (Instagram)	Organised, current covers, relevant categories	Pass / Fail
CTA buttons	Correct CTA configured (e.g., Contact, Book, Shop)	Pass / Fail

Also check for any dormant or unofficial accounts. Search for your brand name across all platforms and note any old accounts, employee-created pages or fan accounts that might confuse your audience. Consolidate or deactivate these as needed.

Ensure your branding is consistent across every platform — same logo treatment, same colour palette, same tone of voice in bios. Inconsistency erodes trust and makes your brand look disorganised. Your web design and social profiles should present a unified brand identity.

Key Metrics to Pull for Each Platform

The data-gathering phase is the core of your audit. For each active platform, pull the following metrics for your audit period (typically the last 90 days or the last quarter). Export the data into a spreadsheet so you can compare across platforms and track trends over time.

Universal metrics (pull for every platform):

• Total followers (current count and net growth during the period)
• Follower growth rate (percentage change)
• Total posts published during the period
• Total reach and impressions
• Total engagements (likes, comments, shares, saves)
• Engagement rate (engagements divided by reach or followers)
• Link clicks and website referral traffic
• Top 5 performing posts by engagement
• Bottom 5 performing posts by engagement

Instagram-specific metrics:

• Reach by content type (Reels, carousels, single images, Stories)
• Reel plays and average watch time
• Story views, replies and exits
• Saves rate (a strong indicator of content value)
• Profile visits from non-followers

LinkedIn-specific metrics:

• Impressions by post type (text, image, document, video)
• Click-through rate on link posts
• Company page followers vs personal profile engagement
• Demographics of followers (industry, job function, seniority)

Facebook-specific metrics:

• Organic vs paid reach breakdown
• Post reach rate (reach divided by page likes)
• Video views and average watch duration
• Page actions (clicks to website, phone calls, directions)

TikTok-specific metrics:

• Video views and average watch time
• Completion rate (percentage of viewers who watch to the end)
• Shares (a key distribution metric on TikTok)
• Follower demographics and active times

Record all metrics in a standardised spreadsheet with columns for each platform and rows for each metric. Include the previous period’s data alongside the current period so you can immediately spot trends and changes.

Content Performance Analysis

Raw metrics tell you what happened; content analysis tells you why. This section of your audit digs into the specific content that drove your results, both positive and negative.

Step 1: Categorise your top and bottom performers. For each platform, take your top 10 and bottom 10 posts and tag them by content type (video, carousel, image, text), content pillar (educational, promotional, BTS, etc.), topic and format. Look for patterns. Are carousels consistently outperforming single images? Do educational posts get more engagement than promotional ones? Does video content from one pillar outperform another?

Step 2: Analyse by content format. Calculate the average engagement rate for each content format you used during the audit period. This reveals which formats your audience responds to best.

Content Format	Posts Published	Avg Reach	Avg Engagement Rate	Trend vs Last Period
Reels	[Number]	[Number]	[%]	[Up/Down/Flat]
Carousels	[Number]	[Number]	[%]	[Up/Down/Flat]
Single Images	[Number]	[Number]	[%]	[Up/Down/Flat]
Text Posts	[Number]	[Number]	[%]	[Up/Down/Flat]
Stories	[Number]	[Number]	[%]	[Up/Down/Flat]

Step 3: Analyse by content pillar. Repeat the same analysis by content pillar to determine which themes resonate most with your audience. If educational content consistently outperforms promotional content, your strategy should allocate more resources to educational posts.

Step 4: Review posting times. Check whether your posting times align with your audience’s most active hours. Most platform analytics show when your followers are online. Compare your publishing schedule against these active windows and note any misalignments.

Step 5: Evaluate caption and copy performance. Review the captions on your top performers for common traits. Do they ask questions? Include clear CTAs? Use storytelling? Are they short or long? These insights should guide your content creation going forward. Strong content analysis feeds directly into better content marketing across all channels.

Competitor Benchmarking Framework

Your performance does not exist in a vacuum. Competitor benchmarking puts your numbers in context and reveals opportunities you might be missing. For your audit, select 3-5 direct competitors in Singapore and analyse their social media presence using the following framework.

For each competitor, document:

• Platforms used: Which platforms are they active on? Are they on a platform you are not?
• Follower count: How does their audience size compare to yours on each platform?
• Posting frequency: How often do they post? More or less frequently than you?
• Content types: What formats do they use most? Videos, carousels, Stories, live streams?
• Content themes: What topics and pillars do they focus on?
• Engagement rate: Estimate their engagement rate by dividing visible engagements (likes, comments) by follower count. This is approximate but useful.
• Top-performing content: What are their most-engaged posts? What can you learn from them?
• Unique tactics: Are they doing anything you are not, such as influencer collaborations, user-generated content campaigns or interactive content?

Create a competitor comparison table summarising your findings:

Metric	Your Brand	Competitor A	Competitor B	Competitor C
Instagram Followers	[Number]	[Number]	[Number]	[Number]
IG Posting Frequency	[X/week]	[X/week]	[X/week]	[X/week]
IG Engagement Rate	[%]	[%]	[%]	[%]
LinkedIn Followers	[Number]	[Number]	[Number]	[Number]
LI Posting Frequency	[X/week]	[X/week]	[X/week]	[X/week]
Primary Content Type	[Type]	[Type]	[Type]	[Type]

Competitor benchmarking is not about copying what others do. It is about understanding the landscape, identifying gaps in the market and finding opportunities to differentiate. If every competitor is posting static images, a shift to video could set you apart. If no one in your space is using LinkedIn effectively, there is an untapped opportunity.

Audience Analysis and Alignment

Your audience may not be who you think it is. The audience analysis section of your audit verifies whether the people following and engaging with your content match your target personas. Misalignment here means you are creating content for the wrong people, which undermines your entire strategy.

Pull demographic data from each platform’s native analytics:

• Age distribution of followers
• Gender breakdown
• Top locations (cities and countries)
• Active times and days
• Language preferences

For LinkedIn, also pull job title, industry and seniority level data. For TikTok and Instagram, check the age distribution closely, as these platforms skew younger and your audience composition may have shifted.

Compare this data against your target personas. Ask yourself:

• Is the majority of your audience in your target age range?
• Are your followers based in Singapore or are they primarily from other countries?
• For B2B, are your LinkedIn followers in the right industries and at the right seniority level?
• Do your followers’ active times match your posting schedule?

If you discover a significant mismatch, investigate the cause. Common reasons include viral content that attracted the wrong audience, hashtags that reach irrelevant users, paid campaigns with poor targeting or a shift in platform demographics over time.

Also analyse your engagement demographics, not just follower demographics. Sometimes a small segment of your audience drives the majority of engagement. Understanding who your active audience is, not just who follows you, helps you create content that drives meaningful interaction and moves people toward conversion. This insight is valuable for refining your social media strategy.

Turning Findings Into an Action Plan

An audit is only valuable if it leads to action. The final section of your social media audit template converts your findings into a prioritised action plan with clear owners, deadlines and expected outcomes.

Step 1: Summarise key findings. List the 5-10 most significant findings from your audit. Categorise each as a strength (continue doing), a weakness (fix or improve) or an opportunity (start doing).

Example findings format:

• Strength: Instagram Reels consistently achieve 3x the reach of static posts. Continue increasing Reel production.
• Weakness: LinkedIn posting frequency dropped to once per week in the last quarter. Engagement declined 25% as a result.
• Opportunity: No competitor is using LinkedIn carousels. Testing this format could provide a first-mover advantage.
• Weakness: 40% of Instagram followers are outside Singapore. Review hashtag strategy and content targeting.
• Opportunity: Educational content generates 2x the saves rate of other pillars. Increase educational content from 30% to 40% of the mix.

Step 2: Prioritise actions. Not every finding requires immediate action. Use an impact-effort matrix to prioritise. High-impact, low-effort actions (quick wins) go first. High-impact, high-effort actions go into your quarterly plan. Low-impact actions are deprioritised.

Step 3: Create the action plan.

Action	Priority	Owner	Deadline	Expected Outcome
Increase LinkedIn posting to 3x per week	High	[Name]	[Date]	Restore engagement to previous levels
Test LinkedIn carousel format	Medium	[Name]	[Date]	Benchmark carousel vs text post performance
Audit and update Instagram hashtag sets	High	[Name]	[Date]	Increase Singapore-based follower percentage
Produce 2 additional educational Reels per week	High	[Name]	[Date]	Capitalise on Reel reach advantage
Update all profile bios with 2026 messaging	Low	[Name]	[Date]	Ensure brand consistency

Step 4: Schedule the next audit. Set a date for your next audit before you close this one. A quarterly cadence works well for most businesses. Put it in the calendar with a reminder two weeks before so your team can prepare.

Share the completed audit and action plan with all relevant stakeholders. For Singapore SMEs, this might be the business owner and marketing team. For larger organisations, share it with the marketing director, brand team and any external agency partners. Transparency ensures alignment and accountability.

Frequently Asked Questions

How long does a social media audit take?

A basic audit covering 2-3 platforms takes approximately 2-4 hours. A comprehensive audit with competitor benchmarking, content analysis and a full action plan can take a full day. The first audit takes longest because you are setting up templates and baselines. Subsequent audits are faster as you simply update existing frameworks with new data.

What tools do I need to conduct a social media audit?

At minimum, you need access to each platform’s native analytics (Instagram Insights, LinkedIn Analytics, Facebook Insights, TikTok Analytics) and a spreadsheet tool like Google Sheets or Excel. For more advanced audits, tools like Sprout Social, Hootsuite Analytics or Socialbakers provide cross-platform reporting and competitor benchmarking features. Google Analytics is essential for tracking website traffic from social channels.

What is a good engagement rate for Singapore social media accounts?

Engagement rates vary by platform, industry and audience size. As general benchmarks for Singapore accounts in 2026: Instagram feed posts average 1-3% engagement rate, Instagram Reels average 3-6%, LinkedIn averages 2-4%, Facebook averages 0.5-1.5% and TikTok averages 4-8%. Accounts with fewer than 10,000 followers typically see higher engagement rates than larger accounts.

Should I include paid social performance in my audit?

Yes. Your audit should include both organic and paid performance, but analyse them separately. Paid performance should be measured by cost per result (cost per click, cost per lead, cost per conversion) and return on ad spend. Organic performance should be measured by reach, engagement and growth. Combining the two without separation obscures the true performance of each effort.

How do I benchmark against competitors if their data is not public?

You can estimate competitor performance using publicly visible data. Count their followers, observe posting frequency, tally visible likes and comments to estimate engagement rates and study their content types and themes. Tools like Social Blade provide follower growth data. While you will not have access to their reach, impressions or click data, the publicly available metrics provide enough context for a meaningful competitive comparison.

What should I do if my audit reveals poor performance across all platforms?

Poor performance across the board usually indicates a strategic problem rather than a tactical one. Common causes include unclear target audience, lack of content pillars, inconsistent posting and no engagement strategy. Rather than trying to fix everything at once, focus on one platform and rebuild your approach from the ground up. Establish a clear strategy, commit to a consistent posting cadence and measure results over a 90-day period before expanding to other platforms.