--- name: social_media_audit description: Run a quarterly social media audit in 90 minutes: inventory every channel, score content mix, cut dead channels, and deliver a one-page action plan. Use when asked to audit social accounts, review quarterly performance, or decide where to keep or drop posting. --- # Social Media Audit ## Purpose A tight, quarterly, 90-minute review of an organization's or person's social media presence that ends with a one-page action plan. It answers three questions: what do we have, what is working, and what changes next quarter. ## Workflow ### 0. Gather inputs (5 min) Ask the user for: brand/entity name, audit quarter and the previous quarter for comparison, the list of social accounts (or permission to search for them), and the one business goal social should serve this quarter (e.g. signups, sales, awareness, community). If they cannot name a goal, stop and get one. An audit without a goal produces a report nobody reads. ### 1. Inventory every account (10 min) List every profile under the brand's control plus anything pretending to be the brand. Search each platform and Google for the brand name; you will often find forgotten test accounts or impostors. For each, record: platform, handle/URL, owner (who has login), verified status, branding consistent (y/n), last posted date. Anything with no login access or no post in 90 days goes in the "at risk" column. See `references/audit_timebox.md` for the full 90-minute breakdown. ### 2. Score each channel (25 min) For every live channel, pull the quarter's numbers from the platform's native analytics (Instagram Insights, Facebook Insights, YouTube Studio, LinkedIn analytics, X analytics). Record in `references/channel_scorecard.md`: followers (start, end, net change), total interactions, engagement rate, reach/impressions, posting frequency, referral traffic or conversions if tracked. Engagement rate: pick ONE definition for the whole audit, for example (likes + comments + shares) / followers at period end, and use it everywhere. The point is comparability across quarters, not matching someone else's formula. Grade each channel A through F against the quarter's goal: - A: clearly serving the goal, keep investing. - B: serving the goal weakly, test one fix next quarter. - C: presence maintained but not serving the goal. - D/F: dead or counterproductive, candidate to cut or pause. ### 3. Analyze the content mix (20 min) Sample the last 20 to 30 posts across the active channels and tag each one into one of these buckets: Education (how-to, tips, explainers), Proof (results, testimonials, wins), Opinion (takes, commentary), Behind the scenes (process, building in public), Promo (offers, launches, CTAs), Community (questions, polls, replies). Compute share of voice per bucket and the average engagement per bucket. The pattern you are hunting: which buckets carry the engagement and whether the mix matches the goal. A channel that is 80 percent Promo with a goal of community trust is misaligned, whatever the raw numbers say. ### 4. Check the audience and profile health (10 min) Per channel: does the follower base match the target audience (age, location, language from native analytics)? Is the bio current, is the link working and pointed at the current priority, is the profile image and banner current branding? Log small fixes. They are cheap and they compound. ### 5. Benchmark and decide (10 min) Pick one to three competitors or peers. For each: channels, posting cadence, dominant content bucket, obvious strength. You are looking for gaps (they do X and we don't, or we do X badly), not for copying. Then make the cut decision: any channel graded D/F with no path to B in one quarter gets cut or formally paused, and its name, handle, and the decision go in the action plan so it is not quietly resurrected. ### 6. Write the one-page action plan (10 min) Fill in the template in `references/action_plan_template.md`: keep / fix / cut per channel, the top three priorities with owners, the target metrics for next quarter, and what gets measured again at the next audit. One page, not more. If it does not fit on one page, it is not a plan. ## Output Contract The deliverable is a single audit document containing: 1. **Account inventory** — every profile found, owner, status (live / at risk / cut). 2. **Channel scorecards** — metrics plus an A-F grade per channel. 3. **Content mix analysis** — bucket shares and per-bucket engagement, with the alignment verdict. 4. **Profile health fixes** — the small, concrete fixes per channel. 5. **Competitor notes** — gaps worth acting on. 6. **One-page action plan** — keep / fix / cut, top three priorities with owners, next-quarter targets. Write the full document in markdown; the action plan also as a standalone one-pager the user can share. No jargon like "synergy" or "holistic". Short sentences. Numbers over adjectives. ## Operating Rules - Never invent metrics. If analytics access is missing, say so in the scorecard and mark the grade provisional. Unverifiable = cut it or label it an estimate. - One goal only. An audit that tries to serve awareness, sales, and hiring simultaneously serves none. - Compare quarter over quarter, not against vanity benchmarks from the internet. The only exception: first-ever audit, where prior-quarter numbers do not exist yet; then the current numbers become the baseline and say so. - Cutting is the point. If nothing gets cut or deprioritized, the audit was too timid. Say that out loud to the user. - Do not recommend new channels unless the audit shows an existing channel over-serving its audience. Adding is not the default answer. - Keep it inside 90 minutes. When time runs short, drop competitor benchmarking before you drop the action plan. The plan is the deliverable.