Social Media Audit in Sri Lanka

Most businesses asking for an audit are not starting from zero. There is a Facebook page with a few thousand followers, an Instagram account that was active last year, some boosted posts, and a general sense that the money is not producing much. The audit's job is to replace that feeling with specifics.

It is not a strategy document — that comes after, and is covered under social media strategy. The audit tells you the current state and the fastest available improvements, including the ones you can make yourself without hiring anyone.

The dull items on this list quietly cost enquiries every week, and all of them are free to fix.

• Page name, username and category — wrong categories limit which features and calls to action are available.
• About and bio text: does it say what you sell, where you are, and how to contact you?
• Profile and cover images: readable at thumbnail size, current branding, no stretched logos.
• Contact details: working phone number, WhatsApp link, correct address and map pin, opening hours.
• Call-to-action button set to the route you actually want — message, call or book.
• Instagram link-in-bio pointing somewhere useful and mobile-friendly.
• Business Manager, ad account and pixel ownership — a surprising number of businesses do not own their own assets.
• Admin access: who has it, and whether any former staff or agency still holds it.

We pull the last three to six months of posts and look at them as a set rather than individually.

• Volume and consistency — is there a rhythm, or good weeks followed by silence?
• Format mix — how much video, how much static, whether reels exist at all.
• Theme balance — proof, education, offer, behind-the-scenes, seasonal. Most pages are all offer.
• Top and bottom performers — what actually earned reach, saves and shares, and what never moved.
• Mobile legibility — text size, contrast, crop, safe areas for stories and reels.
• Language use — Sinhala, Tamil and English mix against who your buyers actually are.
• Reel mechanics — hook in the first second, captions, vertical framing, watch-through.

The output is a short list of what to make more of and what to stop making. Production changes that follow are covered under social media content creation.

We check whether the page looks like one company. Colours drifting across posts, three different typefaces, logos in four positions and inconsistent price-card layouts all reduce perceived credibility, which for considered purchases directly reduces enquiries.

Where the basics are missing, the audit recommends a minimal set of rules — two typefaces, a fixed palette, one logo placement, one price-card template — rather than a full rebrand. Design standards are covered under social media design.

This is where most audits find the largest recoverable loss. We read the last few months of comments and, where you give us access, the message inbox.

• Unanswered comments — especially the ones asking price, location or availability.
• Average first response time, and what happens to messages after 5pm and at weekends.
• Whether enquiries are answered in the language they were sent in.
• Whether any conversation ends without a next step being offered.
• Reviews and recommendations: volume, ratings, and whether negative ones were addressed.
• Filtered or hidden messages nobody has ever opened.

Fixing response speed and unanswered comments usually produces more enquiries than increasing the ad budget, and costs nothing in media.

With access to your ad account we review the last six to twelve months of spend, honestly.

• Boosted posts versus structured campaigns — how much of the spend had no objective behind it.
• Objective selection — engagement objectives used where leads or messages were wanted.
• Account structure — too many small ad sets splitting the budget and stalling learning.
• Audiences — over-narrow targeting, missing custom audiences, no lookalikes.
• Retargeting — usually absent entirely, which is the cheapest gap to close.
• Creative fatigue — the same asset running for months at rising cost.
• Pixel and event setup — whether conversions are actually being recorded.
• Cost per result trend — direction over time, not a single good month.

Recommended restructuring is set out with reference to social media advertising and Facebook Ads.

We review three to five competitors in your category and district: publishing frequency, format mix, engagement, offers, and the ads they currently have live in Meta's public Ad Library.

The useful output is not a scoreboard. It is the list of things the category has left undone — an unused format, an unanswered customer question, a language nobody is advertising in, a season everyone ignores. Those gaps are usually where the cheapest results are available.

We follow the path a real customer takes, on a phone, from ad to enquiry, and note every point where a person would reasonably give up.

• Is there a clear instruction on each post, or does the caption end without an ask?
• Does the WhatsApp link work, open with a useful pre-filled message, and reach a monitored number?
• Do landing pages load quickly on mobile data and show the offer without scrolling?
• Are forms short enough, with one qualifying question rather than six optional fields?
• Are enquiries recorded anywhere, or only in one person's phone?
• Is there any follow-up on day two and day seven?

Recommendations here connect to social media lead generation.

• A written review covering profiles, content, branding, engagement, advertising, competitors and the lead path.
• Screenshots and examples from your own accounts, so nothing is abstract.
• A prioritised fix list split into three groups: free fixes this week, changes needing production, and changes needing budget.
• An honest view of where current spend is being wasted.
• A recommended platform and content direction for the next quarter.
• A walkthrough call to go through the findings and answer questions.

There is no obligation to work with us afterwards. Several clients have taken the fix list, applied it in-house, and come back months later for production or campaign management once the basics were in place.

1. Request — send us your page links on WhatsApp or through the form below.
2. Access — read access to insights and the ad account where you are comfortable sharing it; a page-only audit is still useful, just less precise on spend.
3. Review — several working days, depending on how much ad history exists.
4. Walkthrough — a call or meeting going through findings and priorities.
5. Your decision — fix it in-house, or ask us for a proposal. No pressure either way.

• You are spending on ads monthly but cannot say what it produced.
• Enquiries arrive but rarely convert, and nobody knows where they drop off.
• An agency or freelancer left and you are not sure what was set up or who owns the accounts.
• Reach and engagement have declined steadily over six months.
• Posting is consistent but the phone is not ringing.
• You are about to increase budget significantly and want to know the money will not be wasted.
• You are considering hiring an agency and want an independent view first.

What we will not do is promise guaranteed rankings, guaranteed leads or a fixed percentage improvement. The audit tells you what is true now and what is worth fixing first.