Overview
An owned social media audit helps a social media lead review the profiles the brand controls before a planning cycle, launch, or agency handoff. This playbook checks profile setup, channel roles, content mix, cadence, public engagement signals, audience fit, competitive context, and the fixes that deserve attention first.
It is built for the practical version of the job: replace the audit checklist or agency sheet, keep the evidence in a reusable tracker, and leave native analytics or publishing tools out of scope unless the team supplies that data separately.
Why you should catch owned-channel gaps before planning new content
Social teams often inherit a lively mix of old bios, half-used channels, campaign links, and content habits that made sense two quarters ago. A social media audit gives the team a sober baseline before it adds more posts to the machine.
The channel mix matters because audiences are fragmented across platforms. Pew Research Center's Social Media Fact Sheet shows wide differences in U.S. adult platform use, which is a useful reminder that every channel needs its own role rather than one generic brand presence copied everywhere.
Juno keeps the audit grounded in public evidence. It can review visible profile copy, links, content themes, posting recency, comments, likes, views, and competitor contrasts, then separate those observations from metrics that require owner access. That distinction keeps the recommendations useful without pretending public signals are full performance data.
The result is a working audit table and summary page the team can refresh monthly or quarterly. Instead of starting from a blank checklist each time, the social lead can see what changed, what is still unresolved, and what should be fixed before the next content plan.
Step-by-step
- 1Confirm the brand, audience, owned profiles, channels in scope, audit window, market, language, and any competitor or benchmark brands.
- 2Inventory official profiles first, using supplied handles and brand context before public discovery, so ambiguous or missing owned profiles are recorded as findings instead of guessed away.
- 3Review each channel's profile setup, role, public positioning, calls to action, content pillars, visible cadence, engagement prompts, and audience fit.
- 4Capture public evidence in the audit tracker, including source links, observed values, verification level, and owner-access gaps for metrics such as reach, impressions, saves, shares, follower growth, demographics, or conversions.
- 5Compare named competitors lightly when they are available, focusing on public positioning, channel coverage, cadence signals, and content variety rather than private performance claims.
- 6Prioritize fixes in the summary page, with broken or ambiguous profiles first, then stale primary channels, weak CTAs, unclear roles, content imbalance, engagement gaps, and measurement needs.
Frequently asked questions
What does this replace?
It replaces a manual owned social audit checklist or agency audit sheet. It does not replace native platform analytics, scheduling, inbox management, paid social reporting, or a full social media management suite.
Do I need to connect social media accounts?
No. The minimum workflow runs from supplied handles, brand context, public profile evidence, and web search. If you later provide native analytics exports or screenshots, Juno can use them as owner-supplied evidence.
How often should we run the audit?
Run it before major planning cycles, launches, rebrands, or agency handoffs. Monthly or quarterly refreshes work well when the team wants a standing review of profile clarity, cadence, content mix, and unresolved fixes.
What makes a recommendation credible?
Each recommendation should tie back to a profile, source link, public observation, user-supplied metric, or clearly labeled assumption. If public evidence cannot verify a metric, the audit should say so instead of filling the gap with a guess.