The website BigCommerce defines a social media audit like this: ‘’A social media audit is a series of steps taken to evaluate business’s social media profiles and strategies" to "help ecommerce business stay on top of their online presence." And it is "an opportunity to determine which marketing techniques are successfully hitting established goals" and it is conducted to "assist companies in planning future campaigns.’’ (Retrieved in February 2018 from https://www.bigcommerce.com/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/.)
A social media audit is an important part of PR planning and policy development because it helps companies to know about their actual position in the market and also helps to measure any discussion about the company. An audit also helps a company to see their brand from the consumer’s perspective, which helps to establish key performance indicators. An audit also helps the company know the position of their competitors.
By knowing all these bits of information, a company can make changes in their policies and strategy to increase awareness of their brand.