How to a quick social media audit to measure how you are doing against your competitors

[Want to get automatic updates on ethel cofie’s blog post of Africa, technology, ecosystems and doing business in Africa sign up here ]


To conduct a comprehensive social media audit  follow these steps:

  • Determine the social media platforms: Identify the social media platforms used by each insurance firm, such as Facebook, Twitter, Instagram, LinkedIn, YouTube, or others.


  • Assess the presence and activity: Visit the social media profiles of each account and evaluate the following aspects:
  • Choose social media platforms: Determine the social media networks each  company uses, such as Facebook, Twitter, Instagram, LinkedIn, YouTube, and others.


  • Examine the existence and activity: Examine the following features of each account’s social media profiles:
  1. Profile information: Verify that the profiles contain all important information, such as a firm description, contact information, a website link, and profile pictures/logos.
  2. Follower/like count: Keep track of the number of followers/likes on each platform in order to assess the company’s social media reach and popularity.
  3. Posting frequency: Determine how frequently each organization uploads information on their social media sites. Examine posting schedules for consistency and the quality of the content.
  4. Content type: Analyze the type of content shared, such as promotional posts, informative articles, customer testimonials, videos, or interactive content. Assess the relevance and engagement potential of the content.
  5. Engagement metrics: Review the engagement metrics on each platform, including likes, comments, shares, retweets, and the overall level of user interaction. This will help determine how well the company engages with its audience.


  • Analyze content strategy: Evaluate the overall content strategy and themes used by each insurance firm. Assess if they provide educational content, news updates, customer success stories, industry insights, or other relevant topics. Determine if the content aligns with the target audience and if it effectively communicates the brand message.
  •  Monitor customer feedback and responses: Check how well each company manages customer inquiries, complaints, and feedback on their social media platforms. Look for prompt and helpful responses to customer queries or complaints.
  • Competitor benchmarking: Compare the social media presence, engagement levels, and content strategies of the insurance firms against each other. Identify strengths, weaknesses, and areas of improvement for each company.
  • Evaluate visual branding: Assess the visual branding consistency across social media platforms, including profile pictures, cover photos, colors, fonts, and overall visual appeal. Consistency in branding enhances recognition and reinforces the company’s image.
  • Monitor industry trends: Stay updated on the latest social media trends and innovations within the insurance industry. Look for emerging platforms or features that could benefit the companies and provide a competitive advantage.
  • Summarize findings: Document the key findings and insights from the social media audit for each insurance firm. Identify areas where improvements can be made and highlight successful strategies employed by the competitors.
  • Provide recommendations: Based on the audit results, offer recommendations on how they can enhance their social media presence, engagement, and content strategy. Suggest ways to leverage emerging trends or platforms to gain a competitive edge.

Remember, a social media audit is an ongoing process, and it’s essential to regularly monitor the companies’ social media activities and make adjustments to the strategy as needed.