On this page
What a social media audit is
The goal is a short list of decisions: which platforms to invest in, which to fix and which to stop.
It matters because social effort spreads thin.
Most businesses we audit run more accounts than they can keep up with, and can’t say which platform sends the customers.
What we check
Ads. Objectives, audiences, creative age and frequency, and whether conversion tracking works.
Tracking. Whether social visits arrive tagged and whether conversions from them are recorded, so each platform can be judged on results.
Shared links. How your pages look when someone shares them, which depends on the Open Graph tags on your own site.
How to check it yourself
- One row per account.
Make a simple table: one row per account, with last post date, follower count, average engagement on the last ten posts, oldest unanswered message, and visits to your site from that platform last month in Google Analytics.
- Question the blanks.
Rows with a blank last column are the ones to question first.
The SMARTSEO app doesn’t read social accounts yet. It checks the sharing tags on your own pages, below.
Is this in the SMARTSEO app?
Not yet. The app doesn’t read social or email accounts today, so this is expert help only. What the app does check is your website itself, and that’s where every click from social and email lands.
The problems we find most often
Each of these is a check SMARTSEO runs on every scan, in the words the app uses. The last ones come from hands-on work, outside what the app checks. Open one to see what triggers it and how to fix it.
NoticeOpen Graph tags incomplete
- What triggers it
- A page has some Open Graph tags but is missing the title, description or image.
- Why it matters
- The page has some Open Graph tags but not all three that shape a shared link, so a share may appear without a picture or with the wrong title.
- How to fix it
- Add the missing og:title, og:description or og:image tag.
NoticeMissing Open Graph tags
- What triggers it
- A page has no Open Graph tags.
- Why it matters
- Missing Open Graph tags produce unattractive social shares, indirectly reducing the referral signals that build authority.
- How to fix it
- Add og:title, og:description and og:image to each shareable page.
CommonForgotten accounts
- What we see
- Old profiles on platforms you no longer use, with outdated details and unanswered messages.
- How to fix it
- List every account, close or archive the ones you won't run, and leave a pinned post pointing to where you are active.
CommonProfiles that don't match
- What we see
- Different names, logos, descriptions or website links across platforms.
- How to fix it
- Use one name, one logo and one description, and link each profile to the right page of your site.
CommonNo line from social to results
- What we see
- Social visits appear in analytics as direct or referral traffic, or not at all.
- How to fix it
- Tag every shared link with UTM parameters and set up conversions in Google Analytics, so each platform can be judged on what it sends.
CommonContent that only talks about you
- What we see
- Most posts are offers and announcements; engagement is low and falling.
- How to fix it
- Shift the mix toward posts that teach, show or answer something, and keep promotion to a minority.
One line from our own audit
When we audited ourselves, the first finding wasn't on any social platform. It was our own pages: several were missing parts of their Open Graph tags, so links to them looked unfinished in every feed.
SMARTSEO’s own project for its own site, read from stored data on October 28, 2026.
Questions people ask
What does a social media audit include?
Every account you own, how complete and consistent each profile is, what you post and how it performs, how quickly you answer people, any ads you run, and whether social visits and conversions are tracked on your website.
How often should I audit social media?
Once a year in full, and whenever results change sharply or you're about to change strategy, agency or budget.
What metrics matter in a social audit?
Reach and engagement show whether people notice; website visits, leads and sales show whether it pays. Response time shows how you treat customers in public. Judge each platform on all three.
Can SMARTSEO audit my social accounts automatically?
Not yet: the app doesn't read social platforms. It does check the sharing tags on every page of your site, and with Google Analytics connected shows the visits social sends you. The account audit is expert help.
What we do for you
- A full audit of every account, profile and recent campaign
- Engagement and response benchmarks against your competitors
- Tracking checked from social link to conversion
- A plan: which platforms to keep, fix or stop