Social media auditing

Auditing shows how your social media channels are performing and how you can achieve even better results.

Why social media auditing?

Social media is an essential part of digital marketing strategy for many companies. However, trends and channels are constantly changing. It can be difficult to stay up-to-date and create engaging and effective content.

Another challenge can be the size of the team or, on the other hand, a lack of resources. If organic and promoted content is measured separately every month, long-term visibility across all channels and content may be lacking.

Auditing combines different social media channels and content into one analysis. As a result, you will receive practical tips that will help you create even more engaging content. Auditing is also the first step in developing an effective social media strategy.

Social media auditing answers these questions:

  • Are we reaching the right target groups?
  • Does our content make viewers stop scrolling?
  • How do we compare to our competitors?
  • Which channels should we invest in?
  • How can we improve the effectiveness of our content?
  • What goals should we set?


What does social media auditing include?

Social media auditing is a data-based review of your channels’ long-term performance. Typically, we audit the previous 12 months.

We utilize both your channels’ data and True Social Metrics to compare your content to your competitors. We also reflect the results against the characteristics of the channels and social media trends. This way, you will receive a comprehensive overview of the current state and development needs of your social media.

How we implement a social media audit

Social media auditing consists of five stages:

  • 1. First, we conduct a background interview where we go over your channels, goals, and challenges. At the same time, we determine the competitors you would like to compare your content to.
  • 2. Afterward, we gather data from your social media channels. The easiest way to do this is to allow us access to your accounts.
  • 3. Once we have the necessary data, we study and analyze your social media channels and content.
  • 4. We form an evidence-based opinion on how your social media should be developed.
  • 5. We go through the results of the audit together with you. Finally, we send them to you in presentation format.


Why get a social media audit from us?

Paper Planes has a deep understanding of both analytics and social media. Our digital marketing experts are constantly aware of the ever-changing trends, channels, tools, and ad formats in social media.

In addition to a social media audit, you will also receive a comprehensive understanding of how to implement the recommendations based on it. We also assist in prioritizing these development needs and ensure that you are not left alone with the results.

Want to know more?

Just contact us for details on the price and availability of a social media audit.

Anu Raitio-Huopaniemi