Free, no signup · Updated · Opens in Excel, Google Sheets or Numbers
Download
- Profile checklist: filled example (CSV) · blank (CSV)
- Content review: filled example (CSV) · blank (CSV)
- Results and actions: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A profile checklist covering Instagram, Facebook, Google Business Profile, TikTok and Pinterest, plus checks that apply to every account
- A content review sheet: posts in the last 90 days, posting rhythm, formats, best and weakest post, keep/stop/start
- A results sheet that turns findings into a short, prioritised action list with owners and dates
- A filled example for a fictional florist and a blank CSV for each sheet
How to use it
- List every account in the business's name, including old ones nobody posts on any more.
- Log in to each one as an admin and work down the profile checklist, marking each line Pass, Fix or N/A.
- For each platform, count the posts from the last 90 days and note the formats you used.
- Pick the best and weakest post per platform from its built-in analytics, and write one line on why.
- Decide what to keep, stop and start on each platform.
- Move every Fix into the results sheet, rank them by impact, and give each one an owner and a due date.
- Do the first three actions this week. Repeat the audit every six months or before a big change.
Preview: Profile checklist
A filled example for a made-up small business, first 8 of 20 rows.
| Platform | Check | Status | What we found | Fix | Owner | Due |
|---|---|---|---|---|---|---|
| All | Same handle, or as close as possible, on every platform | Fix | TikTok handle is @fernside_flowers_ltd, others are @fernsideflorist | Check if @fernsideflorist is free on TikTok | Ellie | 20 Oct |
| All | Same logo and profile photo, readable at small size | Pass | Logo used everywhere | None | n/a | n/a |
| All | Two-step verification turned on | Fix | Off on Pinterest and TikTok | Turn it on for both | Ellie | 17 Oct |
| All | Admin list is current | Fix | Former part-timer still an admin on Facebook | Remove access | Ellie | 15 Oct |
| All | No forgotten accounts | Fix | Old X account from 2019, last post 2021 | Post a pointer to Instagram, or close it | Ellie | 31 Oct |
| Professional (business or creator) account | Pass | Business account | None | n/a | n/a | |
| Bio says what you do, where, and how to order | Fix | Bio says 'Flowers and good vibes' | Rewrite: what, where, delivery area, how to order | Ellie | 17 Oct | |
| Link in bio works and loads on a phone | Pass | Goes to the order page | None | n/a | n/a |
Preview: Content review
A filled example for a made-up small business.
| Platform | Posts (last 90 days) | Posts per week | Formats used | Best post and why | Weakest post and why | Keep / stop / start |
|---|---|---|---|---|---|---|
| 31 | About 2.5 | Single image, carousel, a few Reels | Reel: wrapping a bouquet start to finish. Shows the skill. | Stock-style flat lay with a quote. Could be any shop. | Keep process Reels. Stop quote posts. Start a weekly 'this week's flowers' carousel. | |
| 18 | About 1.5 | Single image, shared Instagram posts | Mother's Day order reminder with a date. Clear ask. | Shared Reel with Instagram-only text overlay. | Keep dated offer posts. Stop sharing posts unchanged. Start event posts for workshops. | |
| Google Business Profile | 2 | Under 1 | Updates | Opening hours update. Useful. | None worth noting | Start a short update every two weeks with a current photo. |
| TikTok | 3 | Under 1 | Video | Dried flower bundle being tied. Most views of any post. | Talking-head intro, cut off mid-sentence. | Start one process video a week, filmed on the same day as the Instagram Reel. |
| 6 | Under 1 | Pins of finished bouquets | Wedding buttonhole pin. Still getting saves. | Pin with no link to the website. | Start pinning every wedding job with a link to the weddings page. | |
| All | 60 | About 4.5 across all | Mostly photos | Anything showing hands doing the work. | Anything that could be from any florist. | Fewer, more specific posts. Process over polish. |
Preview: Results and actions
A filled example for a made-up small business.
| Priority | Finding | Action | Owner | Due | Done |
|---|---|---|---|---|---|
| 1 | Former staff member still has Facebook admin access | Remove access; review all admin lists | Ellie | 15 Oct | Yes |
| 2 | Two-step verification off on two accounts | Turn it on for Pinterest and TikTok | Ellie | 17 Oct | Yes |
| 3 | Unanswered messages and reviews | Clear the backlog; set a daily ten-minute check | Sam | 22 Oct | |
| 4 | Instagram bio doesn't say what or where | Rewrite bio with delivery area and how to order | Ellie | 17 Oct | |
| 5 | Wrong hours on Facebook; no holiday hours on Google | Update both; add a reminder before each holiday | Ellie | 1 Nov | |
| 6 | Process videos outperform everything else | Film one process video a week for Reels and TikTok | Sam | Weekly from 20 Oct | |
| 7 | Old X account is dormant | Post a pointer to Instagram, or close it | Ellie | 31 Oct | |
| 8 | Pinterest boards and links are weak | Rename boards; link every pin to a page | Sam | 31 Oct |
Tips
- Fix access and security first. A former employee with admin rights is a bigger risk than a weak bio.
- Look at your profiles on a phone, logged out, the way a new customer sees them.
- Profile settings move around between app updates. If a check in this list isn't where you expect, search the platform's help centre for it.
- The 90-day counts and post examples in the filled version are made up to show the format.
- Keep the results sheet short. Eight actions you finish beat thirty you don't.
- Once you've settled your tone, colours and topics to avoid, write them down. Zolyp's Brand Brain holds exactly that, so every post pulls from the same source.
Common questions
What is a social media audit?
A structured review of every social account a business runs: whether profiles are complete, current and secure, what's been posted and how it performed, and what to change. The output is a short, prioritised list of fixes.
How often should a small business audit its social media?
Every six months is a sensible rhythm, plus whenever something changes: new staff, a rebrand, a new platform or a drop in results. A full audit with this template takes an afternoon.
Do I need special tools for an audit?
No. Each platform's built-in analytics and your own admin access cover everything in this template. Website analytics with UTM-tagged links help if you want to see which platform sends visitors.
Should I delete accounts I don't use?
Either use them or point people elsewhere. A dormant account with a pinned post saying where you are now is fine. One that looks abandoned, or that a former employee still controls, is worth closing.
Related
- What is a social media audit?
- Social media report template
- Social media KPI tracker
- Social media policy template
- What is a social media bio?
- Social media statistics
More free templates
- Social media strategy template
- Social media content calendar template
- Content pillars planner
- Buyer persona template
- Brand voice guide template
- Social media campaign brief template
- Social media report template
- Social media KPI tracker
- Social media policy template
- Social media crisis plan template
- Product launch checklist
- Social media budget template
- Influencer brief template
- Content mix planner
- Social media AI prompts
- Hashtag research template
- Social media competitor analysis template
- Social media checklist
- Event promotion plan
- Social media proposal template
- Client onboarding questionnaire
- Social media manager job description
- Monthly content ideas
- Caption swipe file
- Posting schedule template
- Employee spotlight template
- UTM tracking sheet
- Instagram content calendar template