In this article
If a review starts with a follower count, it can miss a broken booking link, a duplicate account or a profile nobody owns. A useful audit gives the owner something to fix and a way to tell whether the fix held.
Which accounts actually represent your business?
Start with the public brand name and variations customers recognize. Record each profile URL, the account owner, access status and the reason the account exists. Include abandoned profiles and profiles created for a past campaign. Treat them as findings, then have the authorized owner choose whether to update, merge where supported or retire them.
What should the public profile answer?
Ask somebody unfamiliar with the account to find the offer, location or coverage and next action without coaching. Check hours, business naming, pinned content and link destinations against the website. Save a dated observation for each problem. A specific note such as ‘weekend hours differ from the website’ is easier to act on than ‘update the profile.’
What does a useful content sample include?
Review a fixed number of recent posts and a separate set of best-performing posts. Record the question each tries to answer, the format, the intended audience and the next action. Include low-performing posts so the review can distinguish an irrelevant topic from a weak opening or a confusing destination.
How do you test the path to an enquiry?
Use a phone and follow the link the way the customer sees it. Check whether the destination reflects the original post, how many choices the visitor faces and whether an enquiry or booking can be completed. Coordinate any test submission in advance and label it. Record who received it and how long it took to reach the right place.
How should you prioritize what you find?
Fix customer-facing errors and broken actions first. Put significant discovery improvements next, such as updating a widely used pinned post. Capture low-impact edits separately. Assign one person to own each item, one observable test and a date to check it again. A short list somebody can finish is the deliverable to aim for.
A practical working example
| Stage | What to look for | What to do |
|---|---|---|
| Identity | An old profile displays a disconnected number. | Record both URLs and send the correction to the account owner. |
| Action | The booking button opens a general home page. | Test a direct booking destination on mobile. |
| Content | Many posts repeat an offer but omit eligibility. | Add one clear service explanation to a pinned post. |
What should you check next?
- List the account owner and public URL.
- Check profile details and test one action on mobile.
- Give each high-priority fix an owner and recheck date.
Common questions
How long a period should I sample?
Choose a window with enough ordinary activity to compare formats. Label unusual campaigns and seasonal spikes.
What should the final audit contain?
An account inventory, dated findings, priorities, owners and a practical verification step for each change.
How C3i3 can help
Bring an existing channel, a customer question and the outcome you want to improve. We can review the path and scope the work that fits.