Most businesses operate social media and know it’s essential online advertisement marketing for customer generation and outreach. Still, many don’t conduct audits of their social media accounts or even understand what an audit is. How do they know if their social media presence is effective?

Social Media Audit

A social media audit reviews your social media accounts’ metrics to recognize growth and opportunities and determine what you can do to improve your social media presence and platforms. It’s crucial to know how many followers you’re losing or gaining every month, if followers are engaging with the content you post, and if you are gaining or losing money from your social media strategies.

Knowing these metrics indicates if your followers are gaining any value from the content you post. “Value” means different things, depending on the kind of business you’re in, and it depends on what your audience deems valuable. Some things your audience might consider useful are free trials, samples, helpful information, or something as simple as entertainment (think memes or quotes related to your business). If you look at what types of content have the most engagement, you will know what postings your followers value.

If you’re investing in a social media marketing strategy for your business, you want to know that it’s not money thrown away.


Business accounts on Instagram have an Insights section on their profile page. Go there, and pay close attention to the account overview and Instagram metrics. You can toggle between viewing just the last week or the previous 30 days. It gives you a deep dive into metrics and analytics and which content was most engaging.

By looking at your audience analytics, you can dive into your audience demographics, the most active hours, and more. To see which posts were shared the most, go into your content shared analytics. You can also filter by likes, impressions, media type, and more. To see analytics for an individual post, tap the post.

Most social media sites (i.e., Facebook, Twitter, Pinterest, and LinkedIn) have versions of these analytics.

Ad Managers

Sites also have dedicated areas for businesses to analyze the efficacy of their ads. Facebook has Ads Manager, LinkedIn has Campaign Manager, Twitter has Twitter Ads, and Pinterest has Pinterest Ads.


By paying close attention to numbers and metrics, you can see which content gets your followers talking so you know where to focus and where you might want to drop a particular strategy. This analysis will help you target your advertising and save money on ad campaigns that don’t work.

Are you still confused about analytics? StickyLeads can help. Our experts can go over the analytics and recommend changes to your online advertisement marketing that have more effective posting for your business. Contact us at 757-390-0748.