Free template
A social media audit template you can finish in an afternoon
An audit answers one question per channel: is this worth the time we spend on it? This sheet asks it 9 times, once for each major platform, with the same columns so you can compare channels side by side instead of reading 9 separate reports.
It's the sheet to fill before a strategy, before a new client kickoff, or at the end of a quarter that felt busy but didn't move the numbers. Most people finish it in an afternoon with the platforms' own insights open in another tab.
Download the template
Free, no email needed. Pick the format you work in.
Last updated 2026-09-03. Opens in Excel, Google Sheets, and Numbers.
What's inside the sheet
- Audit tab: 9 rows, one per channel (Instagram, TikTok, Facebook, LinkedIn, X, Threads, Bluesky, Pinterest, YouTube)
- Profile complete: bio, link, and photo checked in one cell
- Posting cadence over the last 30 days, top 3 posts, engagement rate, and follower growth
- What's working, what to stop, and the next action, each with an owner
- A 1 to 5 score per channel so you can sort and rank them
- Scoring tab: what 1, 3, and 5 look like for each column, so two people score the same way
How to use it
- 1
Download the file and delete the rows for channels you don't have. An audit of 3 channels is fine.
- 2
Open each platform's insights and fill the numbers first: posts in the last 30 days, engagement rate, follower change. Numbers before opinions.
- 3
Paste links to the top 3 posts by engagement. Look at them together and write one line on what's working.
- 4
Write what to stop. Every channel has a format or a habit that eats time without paying it back.
- 5
Score each channel 1 to 5 using the Scoring tab, then sort by score. The bottom row is your first decision.
- 6
Give every next action an owner and a date, or it stays a wish.
How to get an honest audit
Compare to 30 days ago, not to competitors
Your own trend is the signal. Someone else's follower count tells you about their budget, not your content.
Engagement rate over follower count
A 2,000 follower account at 5% engagement is doing better than a 20,000 one at 0.4%. Use engagement divided by reach, per post, and average it.
A bad score is a good finding
The point of the audit is permission to stop. A channel scoring 1 or 2 is a channel you can pause, and nobody will notice.
Do it quarterly
Once a quarter is often enough to catch a drift and rare enough that the numbers have had time to move.
FAQ
Social media audit template questions
A structured look at every channel you post on: is the profile complete, how often you posted, what performed, and whether followers and engagement are growing. The output is a decision per channel: keep, change, or stop.
Add likes, comments, shares, and saves on a post, divide by that post's reach, and average across your last 10 to 20 posts. If you only have impressions, use those and be consistent. The sheet has a cell for the result, not the math, so use whichever definition your platform insights give you.
Quarterly for most teams. Monthly if you're running paid campaigns or onboarding a new client. Once a year is too rare to catch a channel that quietly stopped working.
Yes. Agencies use it as the first deliverable for a new client: fill it in the first week, walk through the scores in the kickoff, and let the bottom-scoring channels justify where the budget goes. Keep the Scoring tab so the client understands how you got to the numbers.
Each platform has its own insights (Instagram's professional dashboard, LinkedIn's analytics tab, TikTok's creator tools, YouTube Studio, X analytics). If your channels are connected to an analytics dashboard like Lemonpost's, the per-channel breakdown shows engagement and follower growth for all of them on one screen.
The sheet plans. Lemonpost publishes.
Schedule to 9 platforms from one calendar, track the numbers in one place, and keep the spreadsheet for drafting. Seven days free, every feature, unlimited team members.