The Problem With Most Social Media Audits
Most audits are overwhelming. They give you 47-page reports with hundreds of data points and no clear action items. By the time you've finished reading, you're more confused than when you started.
We use a simpler approach: Start, Stop, Continue.
The Framework
STOP: What's Not Working
These are the activities that are either actively hurting your brand or wasting resources without return.
Questions to ask:
- What content consistently underperforms?
- What platforms are you on that don't serve your audience?
- What strategies are you doing "because everyone else is"?
- Posting on platforms where your audience isn't
- Creating content types that don't match your strengths
- Using trending audios that don't fit your brand voice
START: What's Missing
These are opportunities you're not taking advantage of.
Questions to ask:
- What platforms should you be on but aren't?
- What content formats are your competitors using successfully?
- What conversations is your audience having that you're not part of?
- LinkedIn for B2B founders (everyone ignores it, it's massively underrated)
- Video content for text-heavy creators
- Community engagement (not just posting)
CONTINUE: What's Working
These are your strengths. The things that are already performing that you should double down on.
Questions to ask:
- What content gets the most engagement?
- What posts lead to actual business results?
- What feels sustainable and authentic?
- Look at your top 10 performing posts in the last 90 days
- Identify patterns (format, topic, time, tone)
- Plan more of what works
Running Your Own Audit
Step 1: Pull your analytics for the last 90 days
Step 2: List your top 10 and bottom 10 posts
Step 3: For each, categorize into Start/Stop/Continue
Step 4: Create a one-page action plan:
- 3 things to STOP this month
- 3 things to START this month
- 3 things to CONTINUE and amplify
The Power of Simplicity
You don't need a 47-page report. You need clarity on three questions:
1. What should I stop doing?
2. What should I start doing?
3. What should I keep doing?
Answer these, and you've got your strategy.