A new year brings a fresh opportunity to approach your social media plan with clarity and confidence. But before jumping into new content ideas or setting goals for 2026, it’s important to pause and look at what’s already been done. Reviewing your 2025 social media performance can help you identify what resonates with your audience, where your time is best spent, and how to build a stronger, more intentional strategy for the new year.

A social media review, also known as a social media audit, is a comprehensive examination of your social media presence and performance. It’s a chance to assess how your marketing efforts align with your goals and it provides a clear, honest look at what’s working, what’s not, and why. For REALTORS®, that means understanding which content builds trust, which posts lead to engagement, and which platforms are truly helping you grow your business.

Why is this so important? Because without this information, it’s easy to repeat strategies that aren’t working and invest time in platforms that aren’t bringing in leads. A social media audit gives you the insight you need to make smarter decisions, focus on what drives results, and build a strategy that strengthens your presence and attracts the right clients.

Keep in mind that a social media audit doesn’t have to be complicated. There are plenty of templates available online, which can be helpful. But even a simple review can give you the information you need to refine your strategy. 

To begin, start by listing every social media account you currently have, active or not, including the platform, handle, follower count, and last time you posted. This step alone can highlight accounts that need to be updated, cleaned up, or possibly even retired.

Next, review each profile’s basics. Is your branding consistent? Is your profile photo recent? Does your bio clearly explain who you are and what you do? Are all links working and directing followers to the correct pages? 

Then, turn your attention to engagement. Most social platforms provide built-in analytics where you can see likes, comments, shares, saves, and reach. Identify the posts that got the most interaction and think about what made them successful. Was it the topic? Format? Timing? Next, look at the posts that underperformed. Were the images of low quality? Did the captions fail to spark conversation? Was the topic not relevant to your audience? Having the full picture helps you not only replicate success but also avoid repeating past mistakes.

While the number of interactions is important, be sure to consider the type of engagement you’re receiving. Keep in mind that comments, shares, and clicks are much more valuable than simple “likes” because they show your content is truly connecting with your audience. 

Also, take note of who you’re engaging with. Remember that your social media performance only matters if it’s reaching the right people. So, take some time to check your follower demographics, including age, location, gender, etc. and make sure you’re reaching your target audience. For example, if your business focus is first-time homebuyers but most of your followers are older adults, you may need to adjust your content.

Once your social media audit is complete, the real value comes from putting your insights into action. Take a close look at what’s working and what isn’t and use that information to guide your next steps. Double down on the types of posts that generate meaningful interactions—whether that’s “behind the scenes” reels, neighborhood highlights, or short market updates—and consider reducing or stopping content that consistently underperforms.

Be sure to prioritize high-performing platforms. For example, you might find that Instagram and YouTube are driving more engagement and leads than Facebook. If that’s the case, it’s okay to scale back and focus your energy where it counts.

It’s also important to use the information you’ve gathered to set clear, measurable goals. You might aim to increase Instagram engagement from 2% to 4% in three months, post at least one Q+A video per week, or generate a specific number of inquiries through DMs each month. Once you establish your goals, be sure to check your progress regularly, and don’t be afraid to adjust your strategy if something isn’t working. 

By taking the time to review your past performance, learn from what worked (and what didn’t), and set intentional goals, you’ll dive into 2026 with a social media strategy that is focused and efficient. Remember, social media success isn’t necessarily about doing more; it’s about doing the right things consistently!