The Social Media
Audit Checklist

• Your profile photo is clear, current, and professional Your profile photo is often the first impression someone has of your brand. It should be a high-quality image that clearly shows your face, not a logo, a group photo, or something taken three years ago in bad lighting. People do business with people, and your photo should reflect the professionalism of your service. Ask yourself: If a stranger saw this photo with no other context, would it inspire confidence?
• Your name or business name is searchable and spelled correctly This sounds basic, but you'd be surprised how many businesses use a nickname, an abbreviation, or an old business name that doesn't match what people are actually searching for. If someone hears your name and tries to find you, your profile needs to be the first result they see. Ask yourself: If I heard my business name at a networking event, could I find this profile in under 10 seconds?
• Your bio clearly states what you do and who you do it for Your bio has one job: tell a stranger exactly what you do and make them feel like it's for them. Vague bios like "passionate about helping people" or "lover of all things creative" don't convert. A strong bio speaks directly to your ideal client's situation and makes them feel seen. Ask yourself: Would my ideal client read this bio and immediately think "this is for me"?
• You have a clear call to action in your bio Most profiles end with a pretty sentence and no direction. A call to action tells the visitor exactly what to do next, visit your website, book a call, download something free, send a message. Without a CTA, you're letting warm traffic walk away with no next step. Ask yourself: What happens after someone reads my bio? Is that intentional?
• Your link in bio leads somewhere intentional and current A broken link, an old website, or a generic homepage is a missed opportunity every single day. Your link should lead to the most important destination for your audience right now, whether that's a booking page, a free resource, or a specific landing page. Every click you earn is a gift. Don't waste it. Ask yourself: When did I last click my own link? Does it still go where I want it to?
• Your profile is set to the correct account type for your goals Personal accounts, creator accounts, and business accounts have very different tools, analytics, and visibility settings. Most business owners are using the wrong account type and leaving features, and data, on the table. The right account type gives you access to insights that tell you what's actually working. Ask yourself: Do I actually know what account type I have, and why?

• Your visual content looks consistent and on-brand When someone visits your profile grid, it should tell a cohesive visual story, not look like three different people ran it on three different days. Consistent colors, fonts, photo styles, and overall aesthetic build recognition. Brand recognition is what makes people remember you when they're ready to buy. Ask yourself: If I removed my name from my posts, would people still know they were mine?
• Your captions do more than describe the image A caption that just explains what's in the photo is a missed connection. Strong captions start conversations, share a perspective, tell a story, or teach something. The caption is where relationships are built, the image just stops the scroll. Ask yourself: Are my captions giving people a reason to stop, read, and respond?
• You post on a consistent schedule your audience can predict Consistency builds trust before a single word is spoken. When you show up regularly, your audience starts to expect you, and expectations are the foundation of attention. Posting in bursts followed by long silences signals instability to your audience and to the algorithm. Reliability is a marketing strategy. Ask yourself: If someone followed me for the first time today, would they have a clear sense of how often I show up?
• Your content serves your audience, not just your business If the majority of your posts are about what you offer, your prices, or your achievements, you've built a catalog, not a community. Content that educates, entertains, or genuinely helps your audience earns trust. Content that only sells, loses it. The ratio matters more than most business owners realize. Ask yourself: What percentage of my last 12 posts gave something of value without asking for anything in return?
• At least some of your recent content features you, your face, voice, or perspective Graphics and stock images have their place, but they don't build connection. People follow people. Content that shows the human behind the brand consistently outperforms polished graphics in both reach and trust. You don't have to be on video every day, but you do need to show up as a person. Ask yourself: Would someone who's never met me feel like they know who I am after scrolling my profile?
• Your most recent post has a clear purpose, not just something to fill the feed Every post should have an intention: to educate, inspire, entertain, convert, or connect. Posting without purpose trains your audience to scroll past you. Intentional content compounds over time. Filler content erodes trust. Ask yourself: What was the goal of my last post? Did it achieve it?

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