Tips for a Social Media Audit for Canadian Companies

You put a lot of time and effort into your social media, but how do you know if it’s actually working? You post content, you track your likes, and you get new followers, but is all that activity really helping your business grow? This is where a social media audit comes in. A social media audit is like a health check-up for all of your online accounts. You take a close look at what you’re doing, see what’s working, what’s not, and figure out how to improve. For Canadian companies, this process is even more important because you need to make sure your content and strategy connect with your local audience.

This guide will give you a simple, step-by-step checklist to perform a social media audit for your Canadian business. You will find out how to make your strategy better and get real results in 2025.

1. The Cleanup: Finding and Organizing Your Accounts

The first step in any audit is to know what you’re working with. You might be surprised by what you find.

Track Down All Your Profiles

Start by listing every Social Media Audit account you have. This includes the big ones like Facebook, Instagram, and TikTok, but also the smaller ones like Pinterest or LinkedIn. Don’t forget any old accounts you started and then forgot about. Use a search tool or just do a manual search for your business name to find any profiles that you or a past employee might have created. You need to keep track of these to make sure they’re not confusing your customers.

Check for Consistency

Once you have a list, you need to make sure every profile looks and feels like it belongs to your brand. A customer should be able to land on your Facebook page and your Instagram profile and immediately know they are from the same company.

• Profile Picture and Handle: You should use the same profile picture on all platforms. The same goes for your handle (your username). It makes it much easier for people to find you.
• Bios: Make sure your bios are up-to-date and include a clear description of your business. You should also include a link to your website. Many platforms now offer multiple link options in the bio, so you can point to your latest product, a recent blog post, or a specific campaign.
• Branding: Look at your cover photos and banner images. Are they high-quality and do they match your brand’s colors and style? An outdated banner promoting a sale from last year looks unprofessional and confusing.

2. The Deep Dive: Analyzing Your Performance

Now that you have your accounts organized, it’s time to dig into the data. You need to go beyond just likes and look at what your audience is actually doing.

Look at Your Top-Performing Content

Use the analytics tools built into each platform (like Meta Business Suite or TikTok Analytics) to see your top posts from the last six months. What kind of content got the most likes, comments, and shares?

• Content Type: Did short-form videos perform better than photos? Did carousels get more engagement than single posts?
• Topic: Did posts about your company culture get a lot of comments? Did a post about a new Canadian product sell well?
• Timing: What time of day and what day of the week did you get the most engagement?

By answering these questions, you can find out exactly what your Canadian audience loves and create more of it in the future.

Look at Your Key Metrics

Your metrics should connect back to your business goals. For example:

• Brand Awareness: Track your reach (how many unique people saw your content) and your impressions (how many times people saw your content). A high number means you’re getting your name out there.
• Audience Engagement: Track likes, comments, and shares. For some platforms, you should also look at saves and video views. This tells you if your content is connecting with people.
• Website Traffic & Conversions: The most important metric. You should look at how many people clicked a link from your social media to your website. Are people signing up for your email list or buying a product after they click? This shows you if your social media is driving real business results.

Check Your Audience Demographics

Look at who is following you. Does your audience match the customers you are trying to reach? For example, if your business sells products to people over 50, but your social media audience is mostly people in their 20s, you have a problem. You might need to change your content or your platform to reach the right people.

3. The Big Picture: Comparing Yourself to Competitors

You don’t operate in a bubble. You need to see how your Social Media Audit performance compares to other Canadian companies in your industry.

Find Your Competitors

Who are the other businesses in your space that are doing a great job on social media? You can look for both big and small companies. You should also look at businesses that are not in your industry but are doing a great job with social media in general.

Analyze Their Strategy

You should act like a detective and see what they are doing.

• What are they posting? What kind of content formats do they use? How often do they post?
• How do they engage? Do they reply to every comment? What is their brand’s “voice” like?
• What are their popular posts? You can get a good idea of what’s working for them just by scrolling through their page. You can see which of their posts have the most likes and comments.

This analysis can give you great ideas for new content and show you opportunities you might have missed. For example, if your competitor is getting a ton of engagement with behind-the-scenes videos, you should try making some yourself.

Identify Gaps

A social media audit is a great way to find what you are missing. Maybe you are not on a platform where your audience is spending a lot of time, like TikTok. Or maybe you are not creating the type of content your audience wants. By looking at your data and your competitors, you can make a plan to fill those gaps.