How to Conduct a Social Media Audit

  • Karen E. Sutherland

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In this video you will learn how to conduct a social media audit to assess your channels, understand your audience, analyse competitors and guidance to use this information as the basis of a social media strategy.

A social media audit is an important first stage in developing a social media strategy. The most effective strategies take a grounded theoretical approach by using the findings from research to inform decisions made within the strategy.

This video will be useful for undergraduates, postgraduates and practitioners who are studying or practicing social media management.


The video addresses how to conduct a comprehensive social media audit to assess your channels, understand your audience, and analyse competitors.

About The Author

Karen E. Sutherland

Karen Sutherland is a Lecturer in Public Relations at the University of the Sunshine Coast in Australia. She is the discipline lead for courses on public relations and social media, and holds curriculum development responsibility for the Social Media Minor, Social Media Major, and Bachelor of Communication (Social Media) programmes at USC. She brings a strong blend of teaching, research and industry experience to the table. She is the author of the textbook Strategic Social Media Management: Theory and Practice (Palgrave Macmillan, 2021).


About this video

Karen E. Sutherland
Online ISBN
Total duration
1 hr 11 min
Palgrave Macmillan
Copyright information
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021

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Video Transcript


How can you enhance your business’s social media presence if you’re unsure exactly what is working or not working? This is where a social media audit can help. My name is Dr. Karen Sutherland, and in this video, I’m going to take you through the important steps to conduct a social media audit for your business, or even for your own social media presence.

But first, what is a social media audit? Well, a social media audit is a complete assessment of a business’s social media presence and activities to gauge how well their social media activities are supporting business goals, branding consistency, quality of social media presence, tactics and content that are working, or more importantly, not working, who the target audience actually is, where they are, and what they are responding to, or not responding to, and what competitors are doing well, not so well, or not at all.