Social Media Audit

Social Media Audit — Phase 13 (SEO Lens)

Executive Summary

Social media is an indirect but measurable SEO amplifier in 2025. The direct impacts: social profiles rank in branded SERPs (positions 2–6), verified profiles add sameAs entity signals to the Knowledge Graph, and active Facebook/Instagram feeds directly influence GBP performance — businesses with weekly posts receive 42% more GBP clicks (BrightLocal 2024). The AI visibility angle is new and critical: ChatGPT, Gemini, and Perplexity train on and reference social profiles when describing businesses to users — incomplete or abandoned profiles lead to inaccurate AI descriptions. TikTok video content has been indexed in Google Search results with VideoObject schema since 2024. YouTube SEO is separate from traditional SEO but competes directly in the same SERPs for "how to" and service queries.

2025 social SEO benchmarks:

• GBP clicks boost: 42% more clicks for businesses with weekly social posts (BrightLocal 2024)
• YouTube: #2 search engine globally — video content ranks in Google for "how to" + service queries
• TikTok VideoObject: Google indexes TikTok content since 2024 — VideoObject schema required for eligibility
• Engagement rate benchmarks: Instagram 2–5% = good; Facebook 1–3% = good; LinkedIn 0.5–1.5% = good; TikTok 5–10% = good
• OG image dimensions: 1200×630px (Facebook/LinkedIn), 1200×600px (Twitter/X)
• AI description training: ChatGPT, Gemini, Perplexity reference active social profiles for business descriptions

Numbered Action Plan:

Immediate (Week 1 —

---

## Step 8: Competitor Social Comparison

| Metric | Client | Comp 1 | Comp 2 | Comp 3 | Gap |
|--------|--------|--------|--------|--------|-----|
| Facebook followers | | | | | |
| Instagram followers | | | | | |
| Posts/month (primary platform) | | | | | |
| Avg engagement rate | | | | | |
| YouTube subscribers | | | | | |
| YouTube video count | | | | | |
| Platforms active on | | | | | |
| OG tags implemented? | | | | | |

---

## Priority Matrix

| Action | Impact (1–5) | Feasibility (1–5) | Priority | Effort |
|--------|-------------|-------------------|---------|--------|
| Add sameAs for all social profiles in schema | 4 | 5 | 20 | 30 min |
| Add OG tags to all key pages | 4 | 5 | 20 | 1–2 hrs |
| Configure Facebook CTA button | 3 | 5 | 15 | 10 min |
| Start weekly Facebook posts | 3 | 5 | 15 | 1 hr/week |
| Claim Nextdoor Business page | 3 | 5 | 15 | 30 min |
| Add location tags to all posts | 3 | 5 | 15 | Ongoing |
| Create first YouTube video (service explainer) | 4 | 3 | 12 | 4–8 hrs |
| Add VideoObject schema to video-embedded pages | 3 | 4 | 12 | 30 min/page |
| Optimize Instagram bio (location + CTA) | 3 | 5 | 15 | 15 min |
| Publish first Instagram Reel | 4 | 3 | 12 | 2–4 hrs |

---

## Scoring

| Category | Weight | Score |
|----------|--------|-------|
| Profile completeness — top 3 platforms | 25% | /25 |
| Brand consistency + sameAs schema coverage | 20% | /20 |
| Content quality and posting frequency | 20% | /20 |
| Engagement rate vs. platform benchmarks | 15% | /15 |
| OG/Twitter Card technical tags | 10% | /10 |
| YouTube SEO (if videos present) | 10% | /10 |

---

## Output

Write to `{AUDIT_DIR}/social-findings.md` with YAML frontmatter:

```yaml
---
skill: strategy/social-media-audit
phase: 13
date: [YYYY-MM-DD]
business: [Business Name]
url: [URL]
score: [X/100]
active_platforms: [X]
og_tags_implemented: [yes|no|partial]
sameAs_social_count: [X]
---

Include:

• Score X/100 with per-category breakdown
• Platform inventory table (all platforms, completeness status)
• Top 3 platform detailed audits (Facebook, Instagram, YouTube or LinkedIn)
• Content mix analysis (current % vs. target %)
• Engagement rate by platform vs. 2025 benchmarks
• Brand consistency gaps across platforms
• sameAs schema audit (present vs. missing)
• OG/Twitter Card audit (page-by-page)
• Competitor social comparison table
• Priority matrix (Impact × Feasibility scored)
• 30/90-day social media SEO action plan

Output files:

• {AUDIT_DIR}/social-findings.md — findings with score and platform-by-platform audit
• {REPORTS_DIR}/phase-13-social.pdf — auto-generated PDF after phase completes

Key consumers:

• local/entity-audit — sameAs connections feed entity strength
• local/brand-serp — social profiles appear in branded SERP
• output/report-generation — social score in master report section 13

---

Recommendations Checklist

Platform Optimization Priority Table

| Platform | Local Business Relevance | 2025 SEO Signal | Priority | |---------|------------------------|----------------|----------| | Google Business Profile | Critical (primary entity) | GBP posts, Q&A, review responses = ranking signal | 25 (5×5) | | Facebook | High (local trust signal) | sameAs entity, reviews, local awareness ads | 20 (4×5) | | LinkedIn | High (B2B + E-E-A-T) | Author entity, expertise signals for Knowledge Graph | 16 (4×4) | | Instagram | Medium-High (visual services) | sameAs entity; VideoObject schema for Reels | 12 (3×4) | | YouTube | High (if video content) | VideoObject schema, auto-transcription for SEO | 16 (4×4) | | TikTok | Medium (2025 emerging) | VideoObject schema; AI-description training data | 9 (3×3) |

Quick Wins (Week 1, <30 min each)

• [ ] Add all active social profiles to Organization schema sameAs array — Effort: 15 min — Priority: 20
• [ ] Standardize NAP (Name/Address/Phone) across all social profiles — Effort: 20 min — Priority: 20
• [ ] Answer all unanswered GBP Q&A questions — Effort: 20 min — Priority: 20
• [ ] Add business description to all social profiles (consistent with homepage) — Effort: 30 min
• [ ] Enable Google Reserve/Booking on GBP (if applicable) — Effort: 15 min — Priority: 16

INP + Technical Notes

GBP and social profiles are entity signals, not direct technical SEO. However, social-driven traffic quality (dwell time, return visits) feeds Navboost behavioral signals. High-quality social content that sends engaged traffic = indirect INP/CWV improvement via reduced bounce rate and longer sessions.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: mshahiddigital
• Source: mshahiddigital/agentic-local-seo-audit
• License: MIT

Install and usage instructions live in the source repository linked above.