How to Conduct a Social Media Audit for Real Estate Agents: Your Step-by-Step Guide

Is your brand’s social media starting to feel a little… dusty?

If you’re not seeing the engagement, leads, or awareness you want, it’s likely your strategy is overdue for a little TLC. Let’s be honest, too many businesses are still “winging it” on social media. Maybe you inherited accounts with a messy history, or perhaps you’ve just been too busy running your business to step back and figure out what’s actually working.

Whatever the reason, running a social media audit is hands-down the smartest move you can make to improve performance and connect your social efforts to real-world business goals.

The good news? It’s much simpler than you think.

This guide, straight from the experts at Real Estate Digital Professionals, will walk you through how to run a social media audit quickly and effectively. You’ll get a clear, step-by-step process, and some pro-level tips, and even a handy template.

What Exactly is a Social Media Audit?

Think of a social media audit as the equivalent of taking your car in for a complete tune-up. It’s a comprehensive review of your brand’s entire presence across every single platform.

It’s all about looking under the hood of your social engine—it helps you see which parts are running smoothly, what needs fine-tuning, and where your biggest, untapped growth opportunities are waiting. It turns guesswork into a data-driven strategy.

Why Taking the Time to Audit Matters

Before we dive into the “how-to,” let’s quickly cover what a proper audit helps you accomplish:

• Get a Clear Performance Snapshot: Understand key metrics like engagement, reach, audience growth, and website traffic—all in one place.

• Spot Opportunities for Improvement: Quickly identify which content formats, platforms, and campaigns are truly paying off (and, crucially, which ones are wasting your time).

• Align Social Media with Business Goals: Figure out which social activities are actually supporting your core goals, like lead generation, brand awareness, or conversions.

• Find Untapped Opportunities: Discover emerging platforms or underutilized channels that could significantly expand your reach to new audiences.

How to Perform a Social Media Audit in 10 Steps

If this is your first time, don’t stress. Follow this simple process, and you’ll have a complete, actionable picture of your digital presence in just a few focused hours.

Pro-Tip: You can make this even easier by downloading our free social media audit template—just plug in your numbers and metrics as you go!

1. Take Inventory of All Active and Inactive Profiles

You can’t fix what you don’t know you have. Start by making a detailed list of every social media account your brand owns—even the ones you haven’t touched in years.

Check all the major players like Instagram, LinkedIn, YouTube, TikTok, Pinterest, Facebook, and X (formerly Twitter). A quick search for your brand name can also help you confirm you’ve claimed all possible usernames—this is crucial for preventing brand impersonation!

In your audit sheet, clearly mark which accounts are active, inactive, or under review. This step ensures everything is consistent, official, and under your control.

2. Define Specific Goals for Each Platform

If you’re posting the same content with the same goal on every platform, you’re doing it wrong. Every platform serves a different purpose and attracts a different audience, so define measurable goals for each one.

For example:

• Instagram → Grow community engagement and Story views for immediate connection.

• LinkedIn → Generate B2B leads and expand brand authority with expert content.

• YouTube → Build long-form educational content for strong SEO and lead nurturing.

Your goals should always align with your business outcomes and, more importantly, with your audience’s behavior. If your audience is mostly discovering your brand on TikTok’s “For You Page,” focus your goals on views and watch time instead of a simple follower count.

3. Ensure Brand Consistency Across Platforms

Consistency builds the trust and recognition your brand needs. As you audit your accounts, review all profile details for alignment:

• Profile and cover images (Are they high-resolution and current?)

• Bio descriptions and keywords (Are they compelling and searchable?)

• Website links and calls-to-action (CTAs) (Are they up-to-date and working?)

• Hashtags and tone of voice (Do you sound like the same brand everywhere?)

Outdated branding or mismatched language is a quick way to confuse potential clients. Make sure every single profile reflects your current brand style and positioning.

4. Dive Deep into Your Social Media Analytics

Now it’s time for the data! This is the most crucial step.

Use your native platform analytics (like Meta Business Suite, LinkedIn Analytics, or YouTube Studio) or third-party tools like Hootsuite or Metricool to gather the following key metrics:

• Engagement rate (likes, comments, shares, saves)

• Impressions and reach (How many people are seeing your content?)

• Follower growth rate (Is your audience growing faster or slower than before?)

• Clicks and referral traffic (Are people leaving social to visit your site?)

Pull 30-day, 90-day, and year-over-year comparisons to clearly see performance trends. This comparison helps you identify where your audience is most active and how your content’s engagement evolves over time.

5. Identify Your Top-Performing Content

This is where the real insights are uncovered.

Look at which posts performed best based on engagement, reach, or conversions. Don’t just look at the numbers; ask yourself the hard questions:

• What themes or formats performed best (video, carousel, testimonials, etc.)?

• Which CTAs or hashtags drove the most clicks or comments?

• What days and times produced the strongest results?

Categorize your top posts by content type—such as educational, entertainment, promotional, or inspirational—and then prioritize what clearly resonates with your audience. Cut the underperformers and double down on the winners.

6. Track How Social Media Drives Website Traffic

Your social presence isn’t just a place to hang out; it should contribute directly to your business funnel.

Use Google Analytics 4 (GA4) to see which platforms and specific posts are driving traffic to your website.

Where to look in GA4:
Reports → Acquisition → Traffic Acquisition → Filter by “social” to identify your top-performing platforms.

Tracking this referral data helps you focus your time and budget on the networks that actually move users toward a conversion, not just those that get a lot of vanity likes.

7. Review Audience Demographics

You need to know who you’re talking to!

Review each platform’s audience data, including:

• Age range

• Gender distribution

• Location

• Top interests or industries

If your ideal audience (for a real estate professional, this might be first-time homebuyers or luxury investors) doesn’t match the people who are engaging most with your content, that’s a clear signal to adjust your content, targeting, or messaging.

8. Evaluate New and Emerging Platforms

The social media landscape shifts constantly.

While established platforms like Instagram, Facebook, and LinkedIn remain essential, newer networks—like Threads, BlueSky, or BeReal—are capturing attention fast.

Evaluate whether joining a new platform fits your goals and, most importantly, if your audience is there. Remember, it’s not about being everywhere—it’s about being where it matters most.

9. Set New Objectives and Action Steps

Once all your data is gathered, summarize your findings using a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). This helps translate data into a clear plan.

Examples:

• Strength: Strong engagement on Reels and short-form video.

• Weakness: Low website clicks from LinkedIn.

• Opportunity: Test paid campaigns for top-performing posts to expand reach.

• Threat: Competitors growing faster on TikTok with specific local content.

Now, turn these insights into actionable goals for the next quarter—e.g., “Increase website traffic from social by 20% in Q1 by posting two high-value LinkedIn articles weekly.”

10. Share Your Results with the Team

Social media doesn’t (or shouldn’t) operate in isolation.

Share your findings with your leadership, marketing, and sales teams to align everyone’s efforts and secure buy-in for your next steps. Use visuals, key takeaways, and clear recommendations rather than just a massive data dump. Presenting your audit as a story about growth makes it much easier for others to understand and act on your insights.

Pro Tips and Recommended Tools

How to Run Your Audit Using Analytics Tools

You can simplify the entire process by combining a few powerful tools:

• Native Insights: Facebook, Instagram, LinkedIn, TikTok, YouTube, and X all have built-in analytics you can start with.

• Google Analytics 4 (GA4): The best tool for tracking referral traffic and conversions on your website.

• Hootsuite or Metricool: Great for aggregating cross-platform data and exporting comprehensive reports.

• Canva or Google Slides: Use these to present your findings in a professional, easy-to-read visual report.

The key is consistency. Run the same reports each month or quarter so you can easily identify long-term trends and measure your progress.

A Social Media Audit Template to Simplify the Process

Don’t waste time building a spreadsheet from scratch. REDP offers a free, customizable social media audit template in Google Sheets—designed to help you stay organized and laser-focused on the data that matters.

It includes tabs for:

• Platform URLs and profile details

• Engagement and growth metrics

• Top content analysis

• Audience demographics

• SWOT summary and next steps

We recommend conducting audits quarterly (every three months). This offers the best balance between getting actionable insights and tracking long-term trends.

Ready to Transform Your Social Media Presence?

A social media audit is the critical step that transforms your marketing from a guessing game into a sustainable, repeatable growth strategy.

By understanding what’s truly working, identifying what isn’t, and aligning every channel with your core business goals, you’ll set your brand up for stronger engagement, smarter spending, and unstoppable growth.

Download Real Estate Digital Professionals’ Free Social Media Audit Template and start turning your social data into actionable insights today.