Social Media Audit Template for a New Agency Client's First Week

The first week with a new client is the only time you can look at their social accounts with fresh eyes and no ownership of the mess. Once you start posting, every problem becomes your problem. A structured audit in week one gives you a baseline, a list of quick fixes, and a set of evidence-backed points for the kickoff call.

This template is the audit itself: what to check on each platform, how to score it, and what to bring to the meeting. It assumes contracts and access requests are already in motion and focuses on what you find once you can actually look.

How to run the audit (time box: half a day)

1. Block 3-4 hours in the first week, ideally before the kickoff or strategy call.
2. Audit as a logged-out visitor first, then as an admin. The public view shows what customers see; the admin view shows what is broken underneath.
3. Look at the last 90 days of posts per platform. Older content matters less unless it is pinned or ranking in search.
4. Screenshot everything you plan to mention. Profiles change, and "your bio says X" lands better with a screenshot.
5. Score each platform with the table later in this article, then summarize in one page.

Section 1: Access and ownership checks

Do this first. A beautiful content plan is worthless if the client does not actually control the account.

Check	X	LinkedIn	Instagram	Facebook	Threads
Who owns the account (a person, the company, a former agency)?
Is the login or admin role tied to a company email, not a personal one?
How many admins exist, and does the client recognise all of them?
Is two-factor authentication on, and who holds the device or codes?
Has your agency been given a role, not a shared password?
Any connected third-party apps that should be removed?
Is the account linked to the right business profile or page?

Platform-specific notes:

• LinkedIn: Confirm the client has at least one super admin who is a current employee. Pages often belong to someone who has left.
• Facebook: Check who has full control of the Page in the business settings. Former agencies and freelancers often still have access.
• Instagram: Confirm it is a business or creator account and that it is linked to the correct Facebook Page if the client runs ads.
• Threads: Threads profiles are tied to an Instagram account, so whoever controls the Instagram login effectively controls Threads too.
• X: Note the email and phone number on file. Recovery problems on X are usually traced back to an old employee's phone number.

Flag any row where the answer is "unknown" or "an ex-employee". Those go to the top of the kickoff agenda.

Section 2: Profile and presentation checks

For each platform, check the items below. Mark Pass, Fix, or N/A.

All platforms

• Display name matches the brand name used on the website
• Handle is consistent across platforms (or the differences are documented)
• Profile image is current, readable at small sizes, and the same across platforms
• Bio states what the business does in plain words
• Link in bio goes to a live, relevant page (not a dead campaign landing page)
• Contact details match the website
• Pinned or featured content is still accurate

Platform-specific

• X: Header image is current; pinned post is not out of date; the bio is not a list of hashtags.
• LinkedIn: About section, industry, company size, location and website fields are filled; the tagline matches the current positioning.
• Instagram: Highlights are organised and current; the grid's first nine posts reflect the brand today; any link tool in the bio works.
• Facebook: Category, hours, address and services are correct; the action button points somewhere useful; reviews or recommendations are being answered if enabled.
• Threads: Bio and link match Instagram; the account is not silently reposting content that does not fit the format.

Section 3: Content and voice checks

Pull the last 90 days of posts and answer these per platform:

1. Posting frequency. How many posts in 90 days? Is it steady or bursty (ten in one week, then nothing for a month)?
2. Content mix. Roughly what share is promotional, educational, behind-the-scenes, reshared, or event-driven?
3. Voice consistency. Does the brand sound like the same company on LinkedIn and Instagram? Copy two contrasting posts as examples.
4. Format fit. Are long LinkedIn-style posts being cross-posted to X without editing? Are Instagram captions cut off before the point?
5. Visual consistency. Fonts, colours, and photo style. Is there a recognisable look, or does every post look different?
6. Accuracy. Any outdated prices, discontinued products, old addresses or expired offers still visible?
7. Risky content. Anything that could be read as an unsubstantiated claim, a compliance issue for their industry, or a reputational risk.

Section 4: Engagement and community checks

You are not building an analytics report here. You are checking whether the account is being looked after.

• Unanswered comments and messages. Scroll the last 30 days. Count questions that got no reply.
• Tone of replies. When the brand does reply, does it sound like the brand or like a default script?
• Negative feedback. Any complaints left hanging in public? Note links.
• Tagged and mentioned posts. What are customers saying when they tag the brand?
• Spam and bots. Are comment sections full of spam that nobody is cleaning up?

If you need numbers for the client (follower counts, reach, engagement), pull them from each platform's native insights and record the date you pulled them. That becomes your month-zero baseline.

The scoring table

Score each area from 0 to 3 per platform:

• 0 = missing or broken
• 1 = exists but needs significant work
• 2 = acceptable, minor fixes
• 3 = good, leave it alone

Area	X	LinkedIn	Instagram	Facebook	Threads
Access and ownership
Profile and presentation
Posting consistency
Voice and format fit
Visual consistency
Accuracy of live content
Community care
Total (out of 21)

How to read the totals (these thresholds are a starting suggestion, adjust to your agency):

• Below 8: Rebuild. Treat it like a new account; fix access and profile before posting.
• 8 to 14: Repair. Quick fixes in week two, new content plan from week three.
• 15 and above: Maintain. Focus on content and growth; leave the setup alone.

A platform can also score low simply because the client does not need it. "Threads: 4, recommend pausing" is a perfectly good outcome of an audit.

Copy-paste audit summary

Use this one-page format for the client. Keep it to a single page.

SOCIAL MEDIA AUDIT SUMMARY
Client: ______________   Audit date: ______   Auditor: ______

SCORES (out of 21)
X: __   LinkedIn: __   Instagram: __   Facebook: __   Threads: __

TOP 3 RISKS (fix this week)
1. ______________________________________
2. ______________________________________
3. ______________________________________

QUICK WINS (under 30 minutes each)
- ______________________________________
- ______________________________________
- ______________________________________

WHAT IS WORKING (keep doing)
- ______________________________________
- ______________________________________

PLATFORM RECOMMENDATION
Focus: ______________  Maintain: ______________  Pause: ______________

QUESTIONS FOR THE CLIENT
- ______________________________________
- ______________________________________

BASELINE NUMBERS (pulled on ______)
Platform | Followers | Posts last 90 days | Unanswered comments
________ | _________ | __________________ | ___________________

What to bring to the kickoff call

1. The one-page summary, printed or on screen. Do not walk through the full audit unless asked.
2. Screenshots of the top three risks. Access problems first, then anything inaccurate or off-brand that is live right now.
3. A list of access requests with named owners and a deadline for each.
4. Your platform recommendation (focus, maintain, pause) with one sentence of reasoning per platform.
5. Two or three voice examples, one post you think works and one that does not, to start the brand voice conversation with something concrete.
6. Open questions you could not answer from the outside: who approves posts, which topics are off limits, upcoming launches or events.

Common audit mistakes

• Auditing only the platforms the client mentioned. Search for the brand name on every platform. Forgotten accounts with old logos are common.
• Turning the audit into a pitch. The audit records what exists. The strategy comes after the client agrees with the findings.
• Over-scoring to be polite. A 2 that should be a 1 hides work you will end up doing unbilled.
• Skipping the baseline date. Without it, any later progress report has nothing to compare against.

Once the audit is agreed, the scores turn into your first month of work: fixes in week two, new content from week three. If you are drafting that first batch across several platforms at once, an AI drafting tool that holds each client's voice saves the re-briefing; Impret is built for exactly that agency setup, with each client brand kept separate.

Related reading: Client Onboarding Checklist for Multi-Brand Content Agencies

Next step

When it is time to share progress against your audit baseline, use the free client report generator to build the monthly report.