A List of Problems Is Not an Audit. A Decision About What to Stop Is.
Most social audits arrive as a document of things you should also be doing: post more, add a platform, improve the bio, try a new format. That is the one output a business already spread thinly across five platforms cannot use. The useful version runs the other way and answers a harder question — what should you stop, and what does the account you abandon two years ago actually need to become.
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Six things that decide where the effort should go
Each of these is checkable from outside your business in an afternoon, and each one usually removes something from the plan rather than adding to it.
- Which platform earned anythingEnquiries, not followers
- Which account is effectively dormantAnd what visitors conclude from it
- What your capacity actually isHonestly · not the aspiration
- What is being repeated everywhereSame post, five places, no fit
- Where messages go unansweredUsually one channel, quietly
- What the profile links point atFrequently a page that moved
The second row is the one people resist most. A dormant account is not neutral — somebody who checks it sees a business that stopped, and that is worse than never having been there. Either it gets picked up properly or it gets closed and pointed somewhere, and leaving it visible while intending to restart it one day is the option that keeps costing without ever being chosen.
The recommendation is usually to do fewer things
Almost every social audit we run concludes that the business should be on fewer platforms, posting less often, and doing those things properly. That is not a general preference for minimalism — it is what the evidence keeps saying. Effort spread across five accounts produces five dormant-looking accounts; the same effort on two produces two that work. The reason audits rarely say this is that it is a smaller recommendation and harder to sell.
The second half is what to do with what you leave. Closing an account is one option and rarely the best one, because the handle has value and somebody else can take it. Usually the right answer is to leave it live, make the profile point at something useful, post a short note that says where you actually are, and stop. That takes twenty minutes and it converts an embarrassment into a signpost.
Then there is the honest capacity conversation, which is where most social plans fail before they begin. A plan requiring four posts a week from somebody who already has a full-time job is not a plan, and everybody in the room knows it while agreeing to it. Working out what is genuinely sustainable — including the option of paying for production rather than pretending — is the part of the audit that changes outcomes.
What you get is short. A page on what to stop, a page on what to keep and why, the specific broken things worth fixing this week, and a realistic monthly shape given your actual capacity. We would rather hand over four pages you act on than forty you file, and the audit is priced accordingly.
- ✓Fewer platforms, done properly — Not a preference. It is what the evidence keeps saying.
- ✓Dormant accounts are not neutral — A visitor sees a business that stopped. Worse than never being there.
- ✓Signpost what you leave — Point the profile somewhere useful and say where you are. Twenty minutes.
- ✓Plan against real capacity — Four posts a week from someone with a full-time job is not a plan.
- ✓Four pages you act on — Rather than forty you file. Priced accordingly.
Effort spread across five accounts produces five dormant-looking accounts. The same effort on two produces two that work.
What the audit actually covers
Six things, and the deliverable is a decision rather than a document.
What Each Platform Earned
Enquiries and conversations rather than followers and impressions. Usually the first time the platforms have been compared on the thing that matters.
The Dormant Account Question
What a visitor concludes from the account nobody has touched since last year, and the specific twenty-minute fix that turns it into a signpost instead.
An Honest Capacity Read
What can actually be sustained by the people who exist, including the option of paying for production instead of pretending. Most plans fail here before they start.
Every Link Followed
Bio links, profile links and the ones in pinned posts, checked against where they actually land. A surprising number point at a page that moved, and it costs nothing to fix.
Unanswered Messages Found
Across every channel, including the one nobody remembers checking. There is almost always a queue somewhere, and it is usually the cheapest thing on the list to fix.
A Short Written Decision
What to stop, what to keep and why, what to fix this week, and a monthly shape you can actually hold. Four pages, meant to be acted on rather than filed.
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— Our Proprietary Methodology —
The Visibility Framework™, applied in Social Media Audits
The method doesn’t change by market. What it’s pointed at does.
Audit & Listen
Existing accounts, competitor feeds, audience demographics and every comment and review already written about you. Ends with a recommendation on which platforms to keep.
Position & Plan
Content pillars, brand voice, visual direction and a first calendar — agreed with you before a single post is produced.
Produce & Publish
Shooting, editing, writing, scheduling and replying. The part that has to happen every week without fail, which is where most in-house efforts quietly stop.
Amplify & Refine
Budget behind proven pieces, formats that underperform dropped, and the calendar rewritten monthly around what the data actually said.
Honest, No-Nonsense Commitment
Nobody controls a platform’s algorithm, so we will never promise you a viral post or a follower number. What we do commit to: the agreed content volume ships every month, every comment and DM is answered inside the agreed window, and if we miss either, that month is on us.
Social Media Management pricing for Social Media Audits, in USD
A fixed price, and it is deducted from the first month if you go on to work with us — so the audit is not a way of selling a retainer. If it concludes that you do not need one, that is a legitimate outcome and it has happened.
Single Platform
One account, reviewed properly.
- What it earned, in enquiries not followers
- Links, messages and profile checked
- A written decision, not a checklist
Full Review
The usual one. Every account you have.
- All platforms compared on what they earned
- What to stop, and what to do with it
- A monthly shape matched to real capacity
Group
Multi-location or multi-brand.
- Per-location accounts reviewed and compared
- Consistency and ownership problems mapped
- A consolidation recommendation, with the cost
Every plan is scoped around your market — get a free audit and we’ll recommend what fits, priced in USD.
What you’re actually committing to
Most agencies keep this in a contract you only see after the sales call. We would rather you knew now, because it is the question everyone asks second — right after the price.
- A 3-month initial term, then month to monthThree months is the shortest period in which a content approach can be judged honestly — month one is mostly setup and production. The wider industry standard is 6 to 12 months.
- 30 days’ notice to stopNo exit fee and no buy-out of the months you haven’t used. You leave when you decide to, not when the contract lets you.
- No setup or onboarding feeThe audit is free, and month one costs exactly what month two costs. Nothing is front-loaded.
- You own everythingAccounts, page roles, ad accounts, raw footage and every finished asset — in your name from day one, and still yours if we part ways.
- Ad spend never touches our invoiceYou pay the platform directly and keep the billing under your own control. Our fee is our fee.
- An agreed response windowThe time we commit to replying to comments and DMs is written into your agreement, not left to goodwill.
These are the terms as they appear in the agreement itself — nothing here is softened for the website. The full wording lives in our terms and conditions, and you get the agreement to read before anything is signed or invoiced.
Social Media Audits Social Media Management questions, answered
Related Social Media Management pages
Same service, different angle — by market, by discipline and by platform.
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Ghalib Ashrafi takes on work for brands in six markets — the UK, USA, UAE, Saudi Arabia, Australia and Pakistan. Every enquiry gets a reply within 24 hours.