When embarking on the content marketing marathon, every now and then, we need to take a break, check if we are still on track, and plan our next move. That’s where social media audit tools come in. 

Social media has quickly become one of the best ways to promote a small to medium business. 

According to Datareportal, there were 4.33 billion social media users worldwide at the start of 2021, equating to more than 55 percent of the total global population. This means that a social media audit becomes a must. 

But you can’t have a social media audit without the proper social media monitoring tools, so here is our list of: 

6 Essential Social Media Audit Tools for 2022

  1. Sprout social
  2. Hootsuite
  3. BrandMentions
  4. Buzzsumo
  5. Agorapulse
  6. Talkwalker

In a previous article we dived in the Brand Audit mystery box.

This time, we want to tackle another facet of monitoring: The social media audit 

What Is a Social Media Audit?

A social medial audit can be viewed as a GPS for social media marketing. It maps out all the roads already taken, bringing together all the social media metrics in one place, allowing you to track your trajectory smoothly. 

Auditing your social channels is the foundation of any future social media campaign plan. 

Why Execute a Social Media Audit? 

Social media audits are for everyone who uses any social, digital channel to construct a business or build a solid professional social media profile. 

A social media audit will help you:

  • Save valuable time
  • Get better audience insights
  • Track social media account performance
  • Investigate the social media landscape
  • Compare results over time
  • Revisit your branding goals
  • Identify social media activity gaps
  • Establish upcoming marketing opportunities

It's not about making the right choice. It's about making a choice and making it right.
― J.R. Rim

1. Sprout Social

Free trial: 30 days

All-in-one tool that mainly serves for social media management. It includes channels like Twitter, LinkedIn, Pinterest, Facebook, and Instagram. 

Sprout social is built for business - team and task-oriented. In addition to curating and publishing content, the platform is equipped with social media analysis tools and a social listening module - both of which are very helpful when creating a social media brand audit. 

sprout social

2. Hootsuite

Free trial: 30 days

Besides the social media management tools, Hootsuite is one of the social media audit tools that offers insightful performance analysis reports. The platform can be used by the whole team and connects all social accounts within the app. 

Hootsuite’s analytics tool evaluates channel performance, providing valuable demographic data that further aids social media marketing strategy planning. 

3. Brand Mentions

Free trial: 7 days

Brand Mentions is an indispensable tool for web and social media listening, review tracking, and sentiment analysis.   

You can use the platform to find mentions from the Web, Facebook, Twitter, Instagram, YouTube, LinkedIn, Reddit, Pinterest, and Quora, basically it digs every corner of the Internet.

With Brand Mentions, you can create audit reports that include tracked mentions, measured sentiment, compared data on all the major social channels, and, better yet, add business reviews with the new Reviews integration feature. 

brand mentions reviews

Tracking mentions helps better understand one’s social media presence, which campaigns went a long way, and which one burned out in the first round. 

By using Brand Mentions you can see what your competitors are doing, but also dive deep into your brand's reputation by analyzing reviews and perform real-time monitoring. It also allows users to generate personalized reports by adding their own brand logo. 

The new Image Monitoring feature helps brands find out where their logo emerges in the big online world. It is the perfect tool for small or big businesses who want to involve their whole marketing team in the brand monitoring game.

Being in sync with the latest news and essential events, it enables you to make data-informed marketing decisions, develop relevant social media content, and target your social media audience accordingly, all while delivering excellent customer care solutions. 

  You can start your free trial today.

4. Buzzsumo

Free trial: 30 days

The great thing about Buzzsumo is the Discover tool. The platform can come in handy when doing a social media audit because of the trends, topics, and questions functionalities. After all the content performance analysis that an audit requires, it’s good to know that there is a reliable source of content inspiration at the tip of your fingers. Besides that, Buzzsumo lets you identify referral traffic, compare topics, track trends over time, and find out when is the best time to post.

buzzsumo trends

5. Agorapulse

Free trial: 30 days

The Interactive and eye-catching website invites you to organize, publish, analyze and listen to what people are saying about your brand across the major networks.

Agorapulse is a social media tool designed for social accounts on Facebook, Instagram, LinkedIn, Twitter, YouTube.

This platform comes in handy when conducting a social media audit because of its user behavior data feature and automatic scheduled reports.

This social media management platform is also available as a mobile application in your App Store or Google Play store. 


6. Talkwalker

Free trial: personalized Demo

A versatile social listening tool, Talkwalker gets deep-dives into the digital social network world. It monitors data from Facebook, Instagram, Twitter, and YouTube but also from Websites, Blogs, Print Media, TV, and Radio. 

The most impressive thing about this platform is the social media intelligence - AI video recognition – using proprietary Image Recognition technology. 

Imagine creating a social media audit report that includes video data collected from social media users all around the world. 


To summarize

If you want to track your social media performance or bring your social marketing to the next level, doing a social media brand audit using the right social media audit tools is the best decision out there. 

The answer to your next social media strategy starts with the questions you have asked about your journey so far. 

It is up to you to analyze, organize, schedule, and implement whatever unique selling point your brand has. Still, the solution can hide somewhere between your engagement metrics, community management success, or undiscovered opportunities. 

This is why choosing the proper social media audit tools will bring you visibly closer to your goal. 

Creative Thinker | Content Writer | Sustainability Utopian. Passionate and versatile information scavenger. Funny and witty but also dead serious and determined. Asks a lot of uncomfortable questions.