Published on 7/17/2025 by Alexandra SCHERRER
Social networks, a strategic channel but poorly exploited
Social networks are no longer reserved for general public communication. For B2B companies, they have become essential levers of visibility, awareness and lead generation. Yet, many organizations publish without a real strategy, without performance indicators or consistency between channels. Result: an investment in time and budget that struggles to produce tangible results. This is where the social media audit makes sense. It allows you to objectively analyze the strengths, weaknesses and opportunities of your online presence, and lay the foundation for an optimized strategy aligned with your business objectives.
Evaluate the real effectiveness of your social channels
A social media audit begins with an analysis of the channels used : LinkedIn, Facebook, Instagram, X, YouTube, etc. The objective is to understand where you are active, where your audience really is, and which formats perform best (videos, carousels, articles, live streams...). It is also about measuring the frequency, regularity and consistency of publications with your brand identity.
Tools like Meta Business Suite, LinkedIn Analytics or Hootsuite allow to highlight key indicators : reach, engagement, clicks, conversions. This diagnosis makes it possible to identify the gaps between the efforts made and the results obtained.
Analyze your audience and the relevance of your messages
An effective presence does not only depend on the quantity of content, but on their adequacy with the expectations of your audience. The audit focuses on the typology of your subscribers (sector, position, location), their behaviors (interactions, shares, private messages), as well as their evolution over time. This allows you to know if you attract the right profiles and if your messages are understood and appreciated.
Poor editorial positioning or tone can damage your perceived brand image. A fine analysis allows you to refocus your efforts on high value-added content.
Study the competition to better position oneself
An effective audit includes a comparative analysis of your sector. Which companies capture the attention in your markets? Which themes generate the most engagement? Which formats dominate? The study of competitors allows you to situate your level of digital maturity, to detect unexploited opportunities, or on the contrary saturated subjects.
This feeds a strategic reflection on your editorial positioning, your tone, your publication frequency and your differentiating axes. The objective : to get out of the ambient noise and build a distinctive, coherent, and impactful presence.
Define a measurable and coherent social media strategy
From the established diagnosis, the audit leads to a clear operational strategy : which platforms to activate or abandon? What objectives to assign to each channel? Which formats to produce, at what frequency, for which targets? It is about building a publication plan aligned with your internal resources, your sales cycles and your marketing funnel.
This plan is accompanied by precise tracking KPIs : engagement rate, lead generation, qualified reach, performance of sponsored campaigns. The challenge is to manage your presence methodically, and not with intuition.
A prerequisite to professionalize your digital presence
Conducting a social media audit is a key step to get out of reactive, disjointed or unprofitable communication. It is a lever to regain control over your digital image, improve your results and create lasting consistency between your marketing actions, your business objectives and your brand positioning.
At UNIVIRTUAL, we carry out comprehensive audits, based on concrete data, a proven methodology and a business-oriented vision.
Contact our teams for a personalized social media diagnosis, and let’s build together a more effective strategy.
