Social Media Profile Audit: Checklists to Optimize Your Accounts

When running social media for a business, it’s important to make sure it is optimized to its best potential. This means regularly checking in on accounts and assessing what your potential customers see!

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

What is it?

Over 3 billion users are active across social media platforms, so your brand needs to stand out. We know that it can be complicated and confusing to assess your own social media, so we have created guides for the top four networks to help you audit your profiles. These guides will make sure you are getting the most out of your social media.

Download our checklists today, and walk step-by-step through the best practices on each platform, from username to posting content.

Sneak Preview
Social Media Profile Audit: Checklists to Optimize Your Accounts


Facebook is one of the largest social media networks in the world, and while its growth has slowed over the years, its status certainly sticks.

While platforms like TikTok are being hailed as the latest craze for teens, Facebook still corners the social media market for all demographics, from Gen Z to Boomers.

Advertisers on Facebook have the ability to reach upward of 113.3 million teens. Additionally, more than 74% of Americans between 18–49 years old use Facebook. With 7 in 10 adults using the giant social media platform, it’s pretty safe to say that if you have a customer persona you want to reach on social media, you will be able to reach them on Facebook.

As ubiquitous as Facebook is in the social media realm, for businesses, a Facebook Page can almost be thought of as an extension of your website. This is a place where potential customers come to get to know you better and, more importantly, reach out to ask questions. Making your profile as accessible and clear as possible will encourage more conversations (and conversions) among your target demographic as they begin to flock to your Page.



  • Whether it’s your first time creating a Facebook Page or you’re reviewing your existing information, one of the first things you need to do is make sure your business category is as accurate as possible.
  • Choosing the right category helps Facebook prep your profile for the most necessary information. For example, if your brand is an e-commerce website, a physical address isn’t very necessary.


  • We recommend using your business name for your Page.
  • You can’t use the same business name as someone else. If that happens, you will be prompted to come up with a different name for your business.
  • You can change your Page name at any time, but it may take a few days for Facebook to approve this change.
  • In addition to a Page Name, you will also need to add a Facebook username. Much like Twitter or Instagram, the username begins with an @ symbol. This will appear beneath your profile picture and Page name.
  • This doesn’t have to be identical to your Page name, but we do recommend it. That way, people can find you more easily and consistently.
Mockup of Facebook profile page on iPhone X highlighting the name, profile photo, cover photo, and CTA button


  • Dimensions: 180 x 180
  • For brands and companies, using your logo is always the best bet. For celebrities, influencers, or public figures, a headshot or professional photo will work great as well.



  • This is a short description that helps introduce users to your company and tells them what you do. It will also show up in search results when people look you up online.
  • Describe your business in 1–2 sentences, and try to explain what makes you unique—but keep it short and sweet.


  • A Page’s Description can be a bit longer than an About. Keep this to a succinct paragraph that goes into the mission, credibility, and vision for your business.


This is a button at the top of your profile that entices visitors to perform a specific action. Some examples include visiting your website, calling your business, or sending a private message to your Page.

This is all customizable and can be changed at any time.



  • You must have a minimum size of 400 x 150 pixels. We recommend 820 x 312.
  • Mobile displays 640 x 360.
  • For images with a logo or text, it might be best as a PNG file.
  • Facebook Business Page dimensions are exactly the same as personal accounts.
  • Try to pick something that reflects your business. A photo of your storefront, popular products or services provided by your business, high-quality photos of staff, custom graphic designs that match your branding, and seasonal imagery are all great options for what to feature.


  • A Facebook cover video must be a minimum of 820 x 312 pixels, with an official recommendation of 820 x 462 pixels. The video length must be between 20 and 90 seconds. If your video is too long, you’ll need to shorten it before uploading it to Facebook.

Remember to preview your image or video on both desktop and mobile to make sure it isn’t cut off in any areas.

Mockup of Facebook profile page on iPhone X highlighting the Our Story section


The “Our Story” feature is new, and it allows a Page to publish a formatted and polished page at the side of the main profile view. You can include high-quality photos, share background on the story of your business, and really get into depth in this section. It also gives you the opportunity to include outside links to your website, articles mentioning your business, and more. This is an optional feature and can be edited at any time.



The Facebook Shop feature is newer, having come out in recent years. For businesses selling a physical good, it can be a great driver of additional sales directly on the social media platform. Once set up, users will be able to navigate to the Shop tab to browse your products, and you will be able to post shoppable products directly to your feed.


  1. Click the “Shop” tab of your Facebook Page, or if you don’t see it, be sure to change your Page over to a Shopping template.
  2. Click on “Go to Commerce Manager.” There, you’ll be directed to a Sell on Facebook page to set up your commerce management tool.
  3. From there, you can link business accounts, set shipping and return preferences, and set up your payouts.

Once your Facebook Shop is set up, you can link products to your Instagram account as well to allow users to shop products on your posts and Stories.

Mockup of Facebook Shop on iPhone X



On Facebook, you have the option of posting plain text, links to
your website or outside sources, photos, and video.

We always recommend posting a photo, video, or link with anything you push out to keep users more engaged than they would be on a plain text post. However, plain text posts can be helpful when sharing larger announcements with a lot of information.


Photo Dimensions: 1200 x 630.


Video Dimensions: 1280 x 720.

  • Minimum width is 600 pixels.
  • Landscape aspect ratio is 16:9.
  • Portrait aspect ratio is 9:16.
  • Max file size is 4GB.
  • Recommended video formats are .mp4 and .mov.
  • Video length maximum is 120 minutes.


For links, put the full link in your post to generate the link preview. Then, remove the link text and write in your post text. The link preview will stay without needing the full link in your post text!

Now your Facebook should be in tip-top shape!
Need more help? Give our team a call today at 504.324.0073 to talk about your marketing.


Instagram is a social media site relying on visual means, with photos accompanied by captions.

Of the one billion users, over 70% are under 35, with a significant portion of those users being female. If your target market consists of young adults, Instagram is a place your business should be. It is the second-most used platform after Facebook, and is continuing to grow. With hashtags and the help of an explore page, many users rely on Instagram to discover new brands, shop for new products, and stay updated on their favorite businesses.

Your profile should include need-to-know information like what your business provides and where to find your business if it is brick-and-mortar. It should be fun and attractive, adding valuable content to users’ feeds—not just promotional content. Young consumers not only use Instagram to follow and discover, but also to verify: before heading to your business, they may scope out your Instagram to determine if it is something they are interested in, and if you are legitimate. A well-fleshed out profile can help you earn and keep new, loyal customers.


Twitter is a social media site great for immediate updates and joining in larger conversations through the use of hashtags and trending topics.

The platform has a variety of users, from influencers, professional athletes, and celebrities to journalists, politicians, and researchers. While there are many niches to break into, they can be hard to reach. It takes dedicated use to find success on Twitter, but that doesn’t mean it isn’t valuable to have—at least to post updates, such as specials and closures, and stay connected with the local community.

Nearly a quarter of U.S. adults use Twitter. More specifically, 31% of Twitter users are 18–24 years old and 27.3% are 25–34. While the platform has users across age groups, it is great for reaching Millennials through Generation Z. According to Hootsuite, Twitter users are younger, more educated, and make a greater income than the average U.S. population. Two-thirds of Twitter users are male, making it one of the go-to platforms to reach men.

When using Twitter for your business, it is important to include what your business is or what service/product you provide, as well as a link back to your website. Twitter is much more text-based over image, so do not rely on visuals. Bring relevant information to the table, and use hashtags to reach more people.


LinkedIn is the leading social media channel for B2B marketing. Unlike other social media platforms, members come to LinkedIn with a business-oriented purpose, ranging from industry updates, news, opportunities, and more.

As LinkedIn continues to evolve, it’s important that your business’ LinkedIn does as well!

To upgrade your LinkedIn presence, first look at who is on the platform and who you are trying to reach. According to Hootsuite, 44% of members are female and 56% male. Almost a quarter of members are under 30, with 61% of members being ages 30–64 and about 21% being over 65.

Not only are LinkedIn members typically older than those of other social media platforms, but LinkedIn’s insights also indicate that their median income is significantly higher. Nearly half of LinkedIn members earn more than $75,000 per year, and over 75% earn over $50,000! Located in over 200 countries, LinkedIn members are active around the world, with 70% located outside of the U.S.

A LinkedIn Page acts as the voice of your organization on a business-oriented platform. Use it to help members learn more about your organization, brand, products and services, and especially job opportunities.

With properly updated profiles, customers should feel comfortable and trusting in your company’s authenticity and capability!

Need additional help advertising your business on social media? Our team can help you show your best self, from optimized profiles to professional, branded posts. If you’re looking for a custom proposal or just have a quick question, reach out to us on our contact page.