Cómo hacer una auditoría de redes sociales [9 sencillos pasos]

A social media audit can seem like one of those tasks that you pushed to the bottom of your to-do list. It requires time, focus, and, above all, experience. But I have some good news: conducting a social media audit doesn’t have to be overwhelming and can completely transform your social media strategy and online performance if you know where to look.

A social media audit helps you evaluate your strategy’s performance, spotlighting your strengths and weaknesses. It’s not just about fixing what’s broken. 

It’s about finding opportunities to grow and level up your online presence.

How do you conduct an effective social media audit? Which tools should you use? How often should you run one? And is there a reliable template to follow?

Resumen rápido:

• A social media audit helps to clarify how your content is performing, how your audience is engaging, and whether your strategy aligns with your goals. It is a key step to understanding what is working and what needs to be improved.
• You can spot trends, identify areas of underperformance, and optimize your efforts accordingly. By regularly reviewing key metrics such as reach, engagement, sentiment, and audience growth,
• Using media monitoring tools like Brand24 will streamline this process. These tools combine data from different platforms in one place. They simplify reporting and offer intelligent recommendations based on your internal data.

In this article, I’ll break it all down for each question: 

How do you conduct an effective social media audit? Which tools should you use? How often should you run one? And is there a reliable template to follow? 

Step by step, so you can run your audit using this social media audit template with confidence and clarity.

Sumerjámonos.

¿Qué es una auditoría de redes sociales?

Starting from the beginning. 

A social media audit compiles and analyzes information about your account on all platforms. This includes everything from your posts and comments to your social media strategy and goals.

And even though the word audit might sound a little intimidating, don’t worry. Think of it more like a health check for your social media presence. You’re simply making sure everything is working the way it should and delivering the results you’re aiming for.

A social media audit is essential for any social media marketing strategy. When doing one, I like to follow the rule: from the general to the specific.

So, I start with preparation, overall business objectives, and a first glance at the brand across social media platforms. From there, I dive deeper—analyzing key social media metrics, reviewing the performance of each social media page, and even looking at individual posts to understand what content truly resonates with the audience.

Finally, I move into análisis de la competencia to see how we compare in the industry and spot new growth opportunities.

And Voila! The social media audit is complete.

Cómo hacer una auditoría de redes sociales en 9 pasos

01 Define the goals of the marketing strategy

Let’s start from the beginning!

Setting clear goals is the first and most crucial step in any successful social media strategy.

I wouldn’t start training in the gym without knowing what I want to improve (whether that’s strength, endurance, or flexibility), and I wouldn’t dive into a social media audit without a clear sense of my goal. 

After all, without goals, it’s way too easy to lose motivation, act without purpose, or even sabotage one’s results. 

The trick is to be both specific y realista. Once you have a solid understanding of what you want to achieve. Not just overall, but for each individual platform, you can craft a plan to help you get there.

Here’s an example of social media goals:

• Aumentar la notoriedad de la marca
• Discovering audience actionable insights
• Generar ventas
• Building audience engagement
• Aumentar el tráfico de su sitio web
• Gaining a broad social media reach

02 Create a social channels spreadsheet

Writing down all the necessary data is essential for a successful social media audit. 

You need to gather relevant data from each of your social media accounts. Even if it feels time-consuming at first. But trust me, having everything in one place makes a huge difference.

When I centralize all my social media audit data in a single file, it becomes much easier to compare results over time: month to month, quarter to quarter, or year to year. This lets me get a clear, data-driven performance overview across all channels.

How I do it:

Since each platform has different metrics, create a separate row for each channel to track performance more effectively. 

I am also adding a special column to note any observations or ideas during the audit process. 

03 Create a list of all your social accounts

Once your goals and spreadsheet are set, it’s time to start filling in the data!

I always begin by listing all the brand’s social media accounts. Even the ones that are no longer active or only used occasionally.

It’s normal not to be active on every platform, but it’s important to remember these accounts still exist. 

Who knows? They might serve as a valuable point of contact with a new target audience or confuse your followers. A social media audit is a perfect time to check it out!

04 Asegúrese de que su marca es coherente

While creating the list of all your social media platforms, look closely to ensure your branding is consistent.

Branding is essential.

It sets you apart from competitors and communicates who you are to your audience. Ensure your followers can immediately recognize your company’s profile, no matter where they see it. La coherencia es la clave.

How I do it:

• Check Profile and Cover Photos: Ensure they align with your current branding and meet each platform’s image size requirements.
• Use Consistent Usernames: Use the same username across all social media profiles for easy recognition.
• Update URLs: Double-check the link in your bio. It’s easy to forget links from past campaigns that are no longer relevant.
• Write a Clear Bio: Craft a user-friendly bio that accurately describes your brand and what you offer.
• Verify Your Profile: Use platforms that offer verification. A verified profile boosts brand trust and helps your audience know they’re in the right place.

05 Identify key performance indicators

One of the toughest tasks in a social media audit is identifying the right metrics to track. 

With so many options available, how do you know which ones matter most for your business?

Here’s a list of key metrics for social media audit, which I always check first:

• Métricas de participación en las redes sociales
• Acciones
• Número de menciones
• Impresiones
• Tráfico de referencia
• Clics en enlaces
• Alcance en las redes sociales

How I do it:

So, there are two options. 

First, you can manually manage each of your social accounts in native apps (but it will take a lot of time, and honestly, it’s hard to get a full picture of your social media performance). 

That’s why I preferred the second approach. 

Advanced tools like social listening tools gather data across all my social media profiles and collect even those channels where I don’t have accounts but where people are talking about me (the best choice for brand awareness, measuring social media presence, and competitor analysis!). 

Take a look!

As you can see, Brand24 provides a comprehensive summary of key performance metrics for your online presence, in one dashboard. 

You can easily filter by channel to see a specific account’s performance

Aquí puede leer más sobre métricas de las redes sociales to check them out while conducting your social media audit.

06 Identificar los contenidos que importan

Metrics are crucial in a social media audit. But remember that behind every number is a real person. 

The real goal? Understanding what your audience cares about, what they’re searching for, and how your brand can meet those needs.

Now, comparing posts across different platforms isn’t always easy. Even with a spreadsheet, drawing meaningful insights can take time and effort.

That’s where I turn to a herramienta de seguimiento de redes sociales. It helps me uncover key insights like:

• Los autores más populares
• Las menciones más populares
• Alcance estimado en las redes sociales
• Interacción en las redes sociales
• Me gusta en las redes sociales
• Comentarios en las redes sociales
• El volumen de menciones

Y muchos más. 

How I do it:

I have three favorite ways to monitor my brand’s current social media presence using Brand24:

1. Track Spikes in Mentions (Main Dashboard)
   I always keep an eye on the main graph for any sudden spikes in mentions or unusual buzz. Just look for the exclamation marks. They instantly show what triggered the spike and how people interact with the brand.

2. Find Top Mentions (Summary Tab)
   The Summary tab helps me spot the most popular mentions and top public profiles about my brand. This is where I can quickly catch attention-grabbing shoutouts from influencers, magazines, or key industry players.

3. Understand Audience Trends (Topic Analysis Tab)
   Once I’ve reviewed immediate mentions, I head to the Topic Analysis tab. This is by far my favorite feature. In seconds, I can see what my audience discusses across social platforms.

Análisis temático de la IA is a goldmine for understanding the audience’s behavior and engagement trends. Discover new ideas for future social media campaigns, aligning the content calendar, and basing future social media activities.

07 Análisis de opiniones

One of the most important, and sometimes most overlooked, parts of a social media audit is understanding how your audience feels about your brand, products, and customer service.

A big goal of any social media effort is to build and maintain genuine relationships. 

That’s where sentiment analysis comes in. It helps you determine whether brand mentions are written in a positive, negative, or neutral tone.

What I track:

• Number of mentions by sentiment type through various social media platforms
• Changes in positive/negative tone over time
• Buzz triggers: What caused sentiment spikes?

Here you can see mentions detected by Brand24, and categorized by sentiment:

How I do it:

On the Brand24 dashboard, I switch the graph from Mentions & Reach to Sentiment. This gives me a visual breakdown of how people feel when they talk about my brand.

Then, I filter mentions by positive or negative to assess feedback quickly. It’s helpful, especially after launching a new campaign, product, or partnership. It’s the fastest way to know what’s working and what’s not for the target audience.

I go further and break down the sentiment on each social media platform. To capture the differences in social media presence, some platforms naturally perform better than others.

Knowing this helps me allocate budget and effort wisely in my content strategy and upcoming social media campaigns.

After all, análisis del sentimiento en las redes sociales can also help detect early signs of potential problems or opportunities for growth in social engagement.

08 Determine your social media ROI

I know how tricky measuring ROI from your social media activities can be. Especially when conversions aren’t your primary goal.

Yes, you can count direct sales or downloads from multiple channels, but what if your objective is brand awareness or influence on offline sales?

Still, ROI is a vital part of any media audit. It helps ensure you’re not wasting time or budget on social channels that don’t deliver real value to your company.

You can measure impact by:

• Track the number of downloads
• Using Google Analytics to measure organic sessions and traffic sources
• Monitoring hashtag performance for visibility and audience interest

How I do it:

The tool will calculate all the metrics for you. In the Summary tab, you’ll find the most important information, e.g.:

• El número total de resultados
• Alcance en las redes sociales
• Interacciones en las redes sociales
• Positive vs. negative mentions

These insights help evaluate audience engagement, assess performance across social media channels, and ultimately show where to focus future social media efforts.

¿Y lo mejor? 

You will immediately see the difference in the selected time range. It compares the two periods side by side. It highlights changes in key indicators. 

09 Competitive analysis

It’s time to assess how your organization’s social media presence compares to others in your market.

Rising performance is always exciting, but if your competitors are doing even better, it’s a sign that there’s still space to refine your social media content and stay competitive.

How I Do It

I typically start by reviewing the Ficha Comparación. This lets me compare my social platforms directly against key competitors, allowing me to assess our rendimiento en línea.

Then, I check my online presence score, which is a reliable snapshot of how strong my digital visibility is.

What Is an Online Presence Score?

It measures how well-known and active your brand is across social and digital channels at any given time. This includes engagement, mentions, reach, and more.

It’s especially useful for benchmarking notoriedad de marca and tracking how your organization’s presencia en los medios sociales is evolving. 

If the score is rising, you’re moving in the right direction. If not, it’s time to dig deeper and adapt your social media strategy.

Tips for analyzing social media audit results from experts

1. Don’t ignore context: Gathered data are essential, but behind them are people. Understanding audience preferences, good timing, and content relevance is your secret weapon.
2. Be consistent: Conduct regular social media audits to ensure your strategy is rooted in relevant data.
3. It’s about people: At the end of the day, you’re building a social network. Prioritize authentic engagement, keep your social media content fresh, and explore new platforms where your audience might hang out.
4. Customize templates: Social media audit templates are great starting points. But don’t be afraid to tweak them. 
5. Leverage an AI tool: como Asistente de marca, to gain insights faster, spot patterns, and save time across multiple social media channels.

The social media audit template & checklist 

Here you can use this ready-to-use social media audit checklist that I have prepared for you: 

PREGUNTAS FRECUENTES

Even if we’ve just gone through the key steps of a proper social media audit, there may still be more questions. So, take a look. Here are the most common ones I hear, answered simply and clearly.

¿Qué es una auditoría de redes sociales?

A social media audit reviews all your social media accounts, analyzes performance metrics, and assesses your strategy to ensure alignment with business goals.

Why is a social media audit important?

It helps you identify what’s working, what needs improvement, and where to focus your efforts for better ROI, brand consistency, and audience engagement.

How often should I conduct a social media audit?

Quarterly is ideal for most businesses. However, you may audit monthly if you run frequent campaigns or manage multiple channels.

What tools can I use for a social media audit?

Herramientas como <strong>Marca24</strong>, Google Analytics, Hootsuite, Sprout Social, and native analytics on each platform help monitor and analyze channel performance.