Most accounts do not need a new strategy. They need the twenty small things fixed that are quietly costing them reach and enquiries. Work through these in order.
Profile and setup
- Does the bio say what you do, for whom, in the first line?
- Is there one clear next action, and does the link work on mobile?
- Is the profile name searchable — does it include what you actually sell?
- Are contact buttons set up and pointing somewhere monitored?
- Is the account owned by your organisation, with staff as users?
Content
- Take the last thirty posts. What percentage are about you rather than your buyer?
- Is there a visible format system, or does every post look invented from scratch?
- Do reels work with the sound off?
- Are captions written for the platform, or copied across all of them?
- Does every post have alt text?
Engagement
- What is your median reply time on comments? Measure it, do not estimate.
- Are there unanswered questions older than a day?
- Are there unread direct messages?
- Which three posts earned the most saves, and do you know why?
- Are you replying to other accounts, or only broadcasting?
Conversion and measurement
- Can someone go from a post to an enquiry in two taps?
- Are links tagged so you can tell social traffic apart in analytics?
- Does your enquiry form ask how people heard about you?
- Is anyone reading the monthly numbers and changing something?
- If the person running this left tomorrow, is the access documented?
Number 20 catches more brands than any other item on this list. Accounts tied to a former employee's personal login are extremely common and extremely painful to recover.
What to fix first
Order of impact, for almost every account: access and ownership, then reply times, then the conversion path, then content quality. Fixing content while questions sit unanswered for three days is decorating a shop nobody can get into.
If you would rather hand the whole thing over, this is what a full retainer covers.
Frequently asked questions
How often should we audit?
Fully once or twice a year, with a short version quarterly. More often than that and you are reacting to noise rather than trends.
We failed most of these. Where do we start?
Ownership and access first — it is the only item that can cost you the account entirely. Then reply times, because that is immediate revenue. Content can wait a month.
Should we delete old poor-quality posts?
Rarely worth the effort. Archive anything factually wrong or badly off-brand; leave the rest. Nobody scrolls back two years, and a thin recent grid is the more visible problem.
