Each and every day brands conduct audits on inventory, employees and budgets on an annual basis. Most recently they have begun to survey the landscape to find out which consumers, partners and employees are participating on the social web.
The purpose for social media audits is to identify key priorities, benchmark previous efforts and plan for future efforts. Social media is an excellent tool to help amplify your marketing. By simply obtaining/maintaining a monthly, quarterly or yearly social media audit, your company can benefit by learning a lot about your consumer’s wants and needs. A social media audit will help you identify and analyze what your business is doing right and what it is doing wrong.
Based on research, an audit is an important part of PR planning and policy development because a company can use the audit to verify what is working for them and to identify PR objectives that have worked.
(Info sources at: https://blog.bufferapp.com/social-media-audit)