---
name: social-media-audit
description: "Conducts a structured social media presence audit across platforms with profile optimization checks, content analysis, engagement assessment, and actionable improvement recommendations. Use when a user wants to evaluate their social media performance, needs to identify what's working and what's not, or is preparing a social media strategy refresh."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# 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:

1. **Business type** — what they do and who they serve
2. **Active platforms** — which platforms they currently post on (use the platform checklist below)
3. **Target audience** — who they are trying to reach (demographics, interests, pain points)
4. **Goals** — what they want from social media: brand awareness, lead generation, direct sales, community building, or thought leadership
5. **Current posting frequency** — how often they post on each platform (daily, a few times a week, inconsistently, rarely)
6. **Self-assessment** — what they think is working, what they think is not, and any frustrations
7. **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:

1. Default path: `social-media-audit/audit-report.md`
2. Ask the user for their preferred save location if they have one
3. 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:
1. LinkedIn bio clearly states "I help women entrepreneurs scale past $100K with strategy and accountability" with a link to the booking page
2. LinkedIn content rotates between client wins, tactical advice, and personal founder stories — clear pillar structure
3. Instagram Reels (the few that exist) get 4x the engagement of image posts — a format worth scaling

Top 3 Gaps:
1. 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
2. No engagement routine on either platform — posts but never comments on competitors' or peers' content, missing the fastest organic growth lever on both platforms
3. Instagram posting is inconsistent (3 posts one week, then silence for 10 days) — the algorithm is suppressing reach due to inactivity gaps

Quick Wins:
1. Rewrite Instagram bio: "I help women entrepreneurs scale past $100K | Strategy + Accountability Coaching | Book a free discovery call" with link
2. Pin a client testimonial post or a "what I do" Reel to the top of the Instagram grid
3. Create Instagram highlights: About Me, Client Wins, Free Resources, How to Work With Me
4. 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."

**Step 1 — Understand:**
- Business: Handmade candle e-commerce (Shopify)
- Platforms: Instagram, TikTok, Pinterest
- Target audience: Home decor enthusiasts, gift buyers, self-care community
- Goal: Direct sales (drive traffic to Shopify)
- Posting frequency: Instagram daily, TikTok sporadic, Pinterest sporadic
- Self-assessment: Good product photos, poor click-through to store

**Step 2 — Audit:**

Scorecard:

| Dimension | Instagram | TikTok | Pinterest |
|-----------|-----------|--------|-----------|
| Profile Optimization | Strong | Needs Work | Missing |
| Content Quality | Strong | Needs Work | Needs Work |
| Posting Consistency | Strong | Missing | Missing |
| Engagement Health | Needs Work | Missing | N/A |
| Growth Signals | Needs Work | Missing | Missing |

Top 3 Wins:
1. Instagram aesthetic is strong — consistent warm-toned product photography with cohesive grid layout that matches the brand
2. Instagram posting frequency exceeds benchmark at nearly daily — consistency is not the problem here
3. Product photography quality is high — the visuals translate well to any platform, giving a strong foundation for TikTok and Pinterest expansion

Top 3 Gaps:
1. No Pinterest strategy despite selling a highly visual, giftable product — Pinterest users search with purchase intent, making it the highest-ROI platform for e-commerce candle brands. The profile exists but has no boards, no pins, and no link to Shopify.
2. Instagram CTAs are weak — beautiful photos but captions end with "available now" instead of driving to a specific product page. Since the goal is store traffic, every post needs a direct path: "Tap the link in bio to shop the Autumn Collection."
3. TikTok has 6 posts total from 3 months ago — the behind-the-scenes candle-making process is ideal TikTok content (satisfying, process-focused, trending in the handmade/ASMR space) but the account is dormant

Quick Wins:
1. Set up Pinterest profile: business account, link to Shopify, create boards (Candle Collections, Home Decor Inspiration, Gift Ideas, Behind the Scenes)
2. Pin the top 20 Instagram product photos to Pinterest with keyword-rich descriptions and direct product links
3. Update Instagram link to a link-in-bio page with individual product collection links, not just the homepage
4. Add "Shop this candle" with a pointing-hand emoji in the first line of every Instagram caption
5. Change TikTok bio to match Instagram (business name, what you sell, Shopify link)

**Step 3 — Present:** Full scorecard and findings shown. User confirms and asks for specific Pinterest keyword suggestions.

**Step 4 — Act:**
- Audit report saved to `social-media-audit/audit-report.md`
- 30-day action plan tailored: Week 1 is Pinterest setup and bulk pinning from existing Instagram photos, Week 2 is Instagram CTA overhaul and link-in-bio optimization, Week 3 is TikTok relaunch with behind-the-scenes candle-making content, Week 4 is measurement and cross-platform traffic analysis
- Suggested: /content-repurpose to turn Instagram content into TikTok and Pinterest formats, /content-calendar to plan a consistent TikTok schedule

---

## Recovery and Troubleshooting

### User Has Only 1 Platform

1. Proceed with the audit on that single platform — a single-platform audit is still valuable
2. After the audit, recommend 1 additional platform based on their business type and goal:
   - Lead generation goal + B2B business: suggest LinkedIn
   - Sales goal + visual product: suggest Pinterest
   - Brand awareness goal + younger audience: suggest TikTok
   - Community building goal: suggest Facebook Groups
3. Include the platform recommendation in the 30-day action plan as a Week 4 item

### User Cannot Describe Their Posting Frequency

1. Ask: "When was the last time you posted on each platform? This week, last week, or longer ago?"
2. Ask: "In a typical week, how many posts go out — even if it varies?"
3. If they truly do not know, score Posting Consistency as "Needs Work" for platforms they use regularly and "Missing" for platforms they have accounts on but rarely touch
4. Note in the audit: "Posting frequency is unclear — I scored based on your description. If your actual frequency is higher, let me know and I will adjust."

### User Wants Specific Metric Analysis But Has No Data

1. Explain: "This audit is based on what you report and what is publicly observable on your profiles. I cannot pull analytics from Instagram, TikTok, or other platforms directly."
2. Guide them to check their own analytics: "Open Instagram > Professional Dashboard > Insights to see your engagement rate, reach, and follower growth. Share those numbers and I will factor them in."
3. If they share numbers, incorporate them into the scoring for Engagement Health and Growth Signals
4. If they cannot access analytics, proceed with qualitative scoring and note: "Scores for engagement and growth are estimated. Connect your analytics for a more precise audit next time."

### User Has a Platform They Want to Quit

1. Evaluate whether quitting makes strategic sense — check if the platform aligns with their goal and audience
2. If the platform is misaligned (e.g., a B2B consultant spending time on TikTok with no strategy), support the decision: "Dropping TikTok makes sense. Your audience lives on LinkedIn, and your time is better spent there."
3. If the platform is aligned but underperforming, recommend fixing before quitting: "Instagram is the right platform for your visual product. The issue is not the platform — it is the posting consistency and CTA strategy. Give it 30 days with the action plan before deciding."
4. Never recommend maintaining more than 3 active platforms for a solopreneur — focus beats presence

### Audit Reveals Everything Is Weak

1. Do not overwhelm — even if every dimension scores "Needs Work" or "Missing," pick the top 3 gaps only
2. Prioritize by impact on the stated goal: if the goal is sales, fix profile optimization and CTAs before worrying about engagement routines
3. Frame positively: "You have a clean slate to build from. The good news is that the quick wins alone will make a visible difference within a week."
4. Simplify the 30-day plan to focus on one platform first — get one platform to "Strong" before expanding effort to others

### User Disagrees With a Score

1. Ask what they see differently: "What makes you feel your Instagram engagement is stronger than I scored it?"
2. If they provide evidence (numbers, examples), adjust the score and update the report
3. If they disagree based on feeling rather than evidence, keep the score but soften the language: "Your engagement is functional but has room to grow. The score reflects opportunity, not failure."
4. Never argue — the audit serves the user, not the scoring system

---

## Anti-Patterns

- **DO NOT** begin the audit without asking about goals — a profile optimized for brand awareness looks different from one optimized for sales
- **DO NOT** recommend posting daily on every platform — solopreneurs have limited time, and inconsistent daily posting is worse than consistent 3x/week posting
- **DO NOT** provide specific metric numbers you cannot verify — this audit is based on user-reported information and observable profile details, not API data
- **DO NOT** score platforms the user is not active on — only audit platforms where they have an account and have posted at least once
- **DO NOT** recommend a complete content overhaul when the issue is consistency — if the content is good but infrequent, the fix is scheduling, not redesigning
- **DO NOT** present the scorecard without explaining what each score means — a "Needs Work" rating is useless without a specific finding and a specific fix
- **DO NOT** suggest more than 3 platforms for a solopreneur — recommend consolidating before expanding
- **DO NOT** skip the quick wins section — users need at least one thing they can fix immediately to feel momentum
- **DO NOT** save the audit report before the user reviews and confirms the findings — always present first, save second
