Social Media Marketing

Social Media Strategy & Growth Audit
We are looking for an experienced Social Media Manager / Strategist to come in on a project basis and audit our existing organic social media system.
We already have an established content process. We are not looking for someone to simply create posts or build us another content calendar.
The purpose of this project is to identify:
What we are already doing well
What we are missing
What can be improved
What opportunities we are not using
What current platform features, strategies or systems we should know about
What we should test next
What We Already Do
We currently:
Have a structured content guide/planner with the purpose and direction of each piece of content
Track and analyse best- and worst-performing content
Rewrap successful content rather than constantly creating completely new ideas
Revisit underperforming content to identify holes and test improved versions
Analyse hooks, retention, watch time, reach, engagement, saves, shares, followers and other performance signals
Review content by day and posting time
Currently see stronger performance commonly around 4pm–7pm, while recognising that posting within this window does not automatically make content perform
Use different content objectives and categories
Use organic content alongside warm-ups/community engagement
Research market language and audience problems
Use content to support lead generation rather than chasing views alone
Adapt and improve content based on analytics
Have systems for scripting, captions, CTAs and content production
What We Want You to Audit
1. Overall Social Media Strategy
Review our complete organic social media system and identify anything important that is missing, unnecessary or could be improved.
We want to know:
Are we using each platform correctly?
Are there opportunities or platform features we are not using?
Is our current strategy aligned with how platforms currently distribute content?
What would you change if you were managing this account?
2. Audience & Distribution
Audit who our content is actually reaching.
We want to understand:
Are we reaching the right audience geographically?
Are we reaching Melbourne / local prospects strongly enough?
Why does some content get distributed internationally?
What signals can help platforms understand who our intended audience is?
Are there account, content or behavioural signals influencing the wrong audience?
How can we improve the quality of reach, not just total reach?
3. Social SEO & Search Discovery
Audit how discoverable our content and profiles are through search.
Review:
Profile/name/bio optimisation
Keywords
Captions
On-screen text
Spoken keywords/video content
Titles/headlines
Locations/geotags
Search intent
Platform-specific SEO
Whether hashtags have any useful role for us
How Instagram, Facebook and ---------- search should influence our content
Give us a clear social-search system we can continue using.
4. Content Packaging
Audit whether strong ideas are being packaged in the strongest possible way.
Review:
Hooks
First frames
Reel covers/thumbnails
Titles
Video length
Pacing
Editing
Caption relationship to the content
CTA placement
Format choice
Carousels vs Reels vs static content
Talking-head vs demonstration vs client content
Whether content is being structured appropriately for each platform
5. Content Rewrapping System
Review our current process of reusing and improving existing ideas.
We want to know:
Are we rewrapping correctly?
How many variations should we test before retiring an idea?
What should actually change between versions?
When should we change the hook versus the body versus the format?
How do we distinguish a bad topic from bad execution?
How do we avoid content becoming repetitive?
Are there originality/distribution issues we need to consider?
6. Analytics & Testing
Audit how we currently analyse content.
Identify:
Important metrics we are not tracking
Metrics we are giving too much weight to
Better ways to compare content fairly
How to separate topic performance from posting-time performance
How to test days and posting times properly
How to test hooks, formats, length, thumbnails and CTAs
What benchmarks we should establish internally
How many posts or tests are required before making a decision
We want a simple testing methodology our team can keep using.
7. Content-to-Lead Tracking
We do not only want views.
Audit how effectively social media contributes to:
Profile visits
DMs
Comments/conversations

Email leads
Clarity Call enquiries
Workshop enquiries
Website visits
Bookings
Customers
Show us how to better identify which content actually contributes to leads and customers.
8. Community & Engagement Strategy
Review how we use:
Comments
DMs
Replies
Stories
Community interaction
Local groups/warm-ups
Audience questions
Client conversations
Identify opportunities to turn engagement into meaningful conversations and leads without making the account feel overly promotional.
9. Competitor & Market Audit
Review relevant:
Melbourne businesses
Movement/mobility/wellness creators
Local service businesses
High-performing accounts in adjacent industries
We want to know:
What they are doing that we aren't
Formats they are using
Topics they are winning with
How they create local relevance
What we should test without simply copying competitors
10. Profile & Conversion Audit
Review the journey from someone discovering a piece of content to taking the next action.
Audit:
Content → Profile → Bio → CTA → Link → DM / Website / Booking
Identify friction, missing information or opportunities to improve conversion.
11. Platform Features & Current Best Practices
Teach us anything current that our team may not know.
This should include relevant new or underused:
Instagram features

Facebook features
TikTok features
Analytics tools
Testing tools
Search tools
Creator/business tools
Recommendation/distribution features
Collaboration opportunities
Local discovery opportunities
We specifically want someone who stays current with platform changes rather than repeating generic social-media advice.
12. Final Recommendations
At the end of the audit, provide:
Keep Doing
What is already working and should remain unchanged.
Improve
What we are doing correctly but could execute better.
Stop
Anything unnecessary or hurting performance.
Start
Important things we are currently not doing.
Test
Specific experiments to run over the next 30–90 days.
Teach
Anything our team needs to understand or learn so we can execute it ourselves after the project finishes.
Final Deliverable
We want a concise audit that tells us:
Where we are now
What we are doing well
What we are missing
What needs improving
What we should test
What new opportunities exist
What our team should learn
What you would do next if this were your account
We do not need generic advice.
The goal is to bring in an experienced outside perspective, improve our existing system, teach us anything we are missing, and then give our internal team a clearer system to continue executing.