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How to Prepare Your Social Media Audit {FREE TOOL INCLUDED}

There are millions (if not billions) of people using social media every day.

If you’re not taking advantage of this traffic opportunity for your business or blog, you should be.

Once your social presence is set up and you’ve grown your followers, it’s important to run a social media audit on a regular basis.

With a social media audit, you can make sure that you are growing and creating content that targets your specific audience.

Do you know your demographics? Is your audience mostly men or women? What ages are they? What content gets the most interaction? What day and time is your audience most active?

In this tutorial, I will show you how to look at your social media analytics and record all of this data in one place!

Let’s get started!

How Often Should You Audit Your Social Media?

The frequency is completely up to you and the time you have available.

At the very least, you should run an audit quarterly. However, it would be best to audit your social media on a weekly basis.

Please note that the available analytics are different for each network. Some of them will not allow you to choose a custom time period, but others may only provide the last 28 days, 90 days, etc.

Most importantly, make sure that you stay consistent on when you conduct your audits.

Once your spreadsheet is set up, it won’t be difficult to record all of the data.

Social Media Audit Spreadsheet {Download Your Free Tool}

I’ve already put together a document for you to download for FREE. Whether you use Google Sheets or Microsoft Excel, you can grab your download below.

Click the button above and then use the image below to see how to save the file to your Google Drive.


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Click the button above and then use the image below to see how to save the file to your OneDrive.


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The great thing about both Google Sheets and Microsoft Excel is that you can easily share your file with team members or partners if needed.

Once you’ve downloaded your file, you notice a tab for each social network. Each tab is different depending on the analytics each network provides.

Feel free to add to or adapt the spreadsheet to meet your needs.

Facebook Audit

The first thing you can do on the Facebook tab is paste in the URL of your Facebook page.


Navigate to your Facebook page and scroll down to your followers. Record your current number of followers in the Followers column.


Next, click on Insights at the top of your page.This is where we’ll start gathering the rest of the data for our document


When you click on Insights, you should automatically see the Overview Page. The data defaults to the last 7 days, but you can change it to today, yesterday, or the last 28 days.


I’ve decided to run a weekly audit, so I’ve left mine at Last 7 days.

The first thing I’ll record on the spreadsheet is the date range the results are from.

Secondly, I will record the post engagements. Post Engagements are the number of times people engaged with your posts through likes, comments and shares. In my case, I had 8 total likes, comments, or shares.

Next, I’ll record the reach. Reach is the number of people who had any posts from your page enter their screen. If could have been the same person seeing your post multiple times. Or, it could have been that someone shared your post and their friends saw it in their news feeds. In my case, my posts were shown 27 times.


Your spreadsheet should now look something like this:


Next we’ll look at some demographics to see who your audience is. Click on People on the left sidebar of your Facebook Insights.


In this section, we’ll be able to see what gender and age group of people are most popular on on page. You can use this information to tailor your content to your audience.

You can even see where your followers are physically located and what language they speak, if that is relevant to your niche.

On my page, I can see that my followers are mostly women between the ages of 45 and 54.


Your spreadsheet should now look something like this:


Next, we’re going to look at what day and time your audience is on Facebook and what content is most popluar on your page. To see this data, click on the Posts link in the left sidebar.


When you get to this page, you’ll see the days of week and the average hours of the day that your audience is most active.

Note that this data is only shown for the recent 1-week period.

My audience seems to be consistently on every day of the week. However, they are online usually around 6:00pm every day.

Be sure to record this information in your spreadsheet


Your spreadsheet should now look something like this:


You can get even more detailed on the hours of the day by hovering your cursor over one of the days of the week and the chart below will adjust to show you the hours specifically for that day.

See the example below:


Next you can click on Post Types at the top to see which performed best.

Once again, please note that this data is only shown for the recent 1-week period.

On the spreadsheet, there are columns for each of the posts types. Be sure to record the Average Reach, Post Clicks and Reactions, Comments, & Shares (abbreviated as R/C/S in the spreadsheet).

If you continue scrolling down you’ll see a list of all your posts. You can scroll through this list and see which posts had the most post reach and post engagement (likes, comments, shares). By clicking the dropdown box, you can choose Engagement Rate to get a better idea of what percentage of your reached audience is interacting with your posts.

Take note of what kind of posts these are so that you can create more similar content.

Make sure that you are posting things that your audience already enjoys!


Here is the finished result of my Facebook social media audit:


Click to enlarge


Pinterest Audit

Now that the Facebook Audit is done, we’ll move on to the Pinterest Tab. The first thing you’ll need to do is log into your interest account and navigate to your profile page.


Once you’re on your profile page, copy your Pinterest URL and paste it in the top of your spreadsheet. Then click on the Followers tab and you’ll see how many people are following you. Write this down on your spreadsheet in the followers column.


Next, well navigate to the Analytics portion of the site to start recording our data. You can do this by hovering your mouse over “Analytics” in the top left and clicking on Overview.


The first thing we’re going to look at is the number of people we reach with our pins. Click on the More button in the People you reach box.


We’ll start by changing the date range to 7 days since I’m doing a weekly audit. Be sure to record this date range on your spreadsheet in the Date column.


Then record the Avg. monthly viewers and Avg. monthly engaged data on your spreadsheet.

The average monthly views represent the average number of people who have seen your Pins over the past 30 days.

Average monthly engaged data is the average number of people who engaged (save, click, close-up) with your Pins each month.


Your spreadsheet should now look like this:


Now we can scroll down and gather some demographics information.

Understanding where your audience is from, what languages they speak and what gender they are can help you target your content better and find opportunities for your marketing and saving strategies.


Record the information that is important to your niche on your spreadsheet. Your social media audit should now look something like this.


Next, we’re going to grab the data for our audience’s interests. At the top of your screen, click on Interests.


Use the data on this page to see what topics your audience is interested in. This gives you a visual look at what your followers enjoy. Understand what your audience cares about and get new ideas for Pins and boards. These subjects can give you ideas for your content strategy, helping you connect and stay relevant with more people.

You can also see the boards that your audience is saving your pins to. You can see how your audience organizes your stuff and thinks about your brand. Use this to create new board categories for your own profile and marketing.


Your spreadsheet should now look like this:


Lastly, we’re going to check out our most popular pins to see which pins are performing the best. Navigate to the top left of your page, hover your mouse over Analytics and click on Website.


On this screen, be sure to change the dropdown box to the desired date range.

Now we will record the Avg. daily impressions on our spreadsheet. This is the number of times a Pin linked to your website has appeared on Pinterest homefeeds, category feeds and search.

A viewer is anyone who sees a Pin from your website on their feeds. You can also add this data to your spreadsheet if you want, but my main goal is to see the total number of times my pin was shown to Pinterest users.