LinkedIn Audit Checklist

G2BSocial · Q2 FY2026
LinkedIn Audit Checklist
Use this audit tool to evaluate and optimize your LinkedIn presence — from Company Page to employee engagement.
How to Use This Audit
LinkedIn programs vary based on the structure of the firm — including offices, practice areas, and audiences.
Select the description that best reflects your firm:
Distributed Firms
Multiple offices, practice areas, or audiences requiring coordination across teams or geographies.
Multi-Market Firms
Operate across several locations or practice areas, balancing consistency with targeted messaging.
Focused Firms
Operate within a single geography or core practice area, serving a concentrated audience.
These categories reflect organizational complexity, not quality or sophistication.
📊 Scoring Overview: Each section is rated from 1–5. Add all section scores to get a total out of 70. Use the final score as directional guidance, interpreted alongside your firm type.
Table of Contents
1. Competitive Benchmarking
2. Company Page Review
3. Visual Identity & Branding
4. Content Quality & Strategy
5. Hashtag Strategy
6. Video & Multimedia Review
7. Posting Cadence
8. Engagement & Audience Behavior
9. Showcase Page Audit
10. Website & Cross-Platform Integration
11. Employee / Attorney Engagement
12. Summary & Recommendations

1. Competitive Benchmarking
Competitor Content Strategy
☐ 3–6 relevant competitors have been identified for benchmarking
☐ Competitor posting frequency has been assessed
☐ Competitor content themes and formats have been reviewed
☐ Competitor engagement rates have been compared to our own
☐ Gaps in our content strategy vs. competitors have been identified
📌 Best Practice: Benchmark performance in context — including firm structure, audience, and content strategy — not just posting volume.
Positioning & Differentiation
☐ Our visual identity is more modern and polished than key competitors
☐ We produce more educational, insight-driven content than competitors
☐ Our thought leadership depth clearly differentiates us
☐ Campaign structures are intentional and distinct from competitor activity
🚩 Red Flags
Competitors using more modern or cohesive visuals
Competitors producing significantly more educational content
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
___________________________________________________________
2. Company Page Review
Page Completeness Checklist
☐ Tagline is clear and includes relevant industry keywords
☐ About section is 3–5 short, well-written paragraphs
☐ Custom CTA button is selected (e.g., "Visit Website")
☐ Specialties list is populated with 10–15 highly relevant terms
☐ Featured posts or media are pinned to the top of the page
☐ All contact and location details are current and accurate
📌 Best Practice: Pages with complete profiles receive more weekly views than incomplete pages.
🚩 Red Flags
Missing or sparse specialties list
Outdated service descriptions
No pinned or featured content
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
__________________________________________________________________________________________________________________________________________

3. Visual Identity & Branding
Logo & Banner Checklist
☐ Logo is high-resolution and legible at 60×60 and 300×300 px
☐ Banner is readable on mobile — no small or illegible text
☐ Banner communicates a single, clear message or idea
☐ Branding is visually consistent with the website and other platforms
☐ Banner uses no more than 10–12 words total
📌 Best Practice: Banners should communicate one idea only — multiple messages dilute impact.
🚩 Red Flags
Pixelated or blurry logo
Banner with more than 10–12 words
Inconsistent branding vs. website
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
____________________________________________________________________________________________
4. Content Quality & Strategy
Content Mix
☐ Thought leadership content outweighs firm news posts
☐ Content is primarily client-centric, not firm-centric
☐ Culture and employer brand content is present
☐ Multimedia formats (video, carousels, infographics) are used regularly where sustainable
☐ Content mix follows approximately an 80/20 rule (value vs. promotional), adjusted based on firm structure and priorities
📌 Best Practice: Aim for an 80/20 mix — 80% audience-value content, 20% promotional — while adapting execution to the firm's structure and goals.
🚩 Red Flags
Overreliance on awards and announcements
No educational or insight-driven content
No multimedia formats used
Guidance by Firm Type
· Focused Firms: Prioritize a small number of repeatable formats (e.g., insights, commentary, attorney POVs)
· Multi-Market Firms: Maintain a balanced mix across thought leadership, firm news, culture, and market-specific content
· Distributed Firms: Develop a structured content mix across practice areas, campaigns, geographies, and audiences
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Tone & Messaging
☐ Voice is consistent across all posts
☐ Language is clear, concise, and jargon-free
☐ Storytelling elements are present in key posts
☐ Posts include engagement prompts (questions, CTAs)
☐ Reading level is accessible (7th–9th grade equivalent where appropriate)
📌 Best Practice: Clear, accessible writing consistently outperforms complex, overly formal copy.
📌 Firm Type Note: Tone consistency becomes more important as more contributors are involved. Distributed Firms may need light governance, templates, or messaging guidelines to maintain consistency across teams.
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
________________________________________________________________________________________________________________________________________________________________________________________
5. Hashtag Strategy
Hashtag Usage Checklist
☐ Posts use 3–5 hashtags (not more)
☐ A branded hashtag is used consistently across posts
☐ Industry-specific hashtags are selected with appropriate reach
☐ Hashtag performance is reviewed periodically
☐ Hashtags are placed at the end of posts, not embedded in copy
📌 Best Practice: Use 3–5 hashtags per post — a mix of branded, niche, and industry-specific.
Guidance by Firm Type
· Focused Firms: Keep hashtags simple, relevant, and consistent
· Multi-Market Firms: Use a mix of firm-wide and market/practice-specific hashtags
· Distributed Firms: Review hashtag performance across campaigns, practice areas, and audiences over time
🚩 Red Flags
Using 10+ hashtags per post
Relying on overly broad hashtags (#leadership, #business)
No branded hashtag in use
Hashtags never reviewed or rotated
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
_________________________________________________________________________________________________________________________________________________________________________________
6. Video & Multimedia Review
Video Checklist
☐ Video is used regularly where it can be sustained within the content calendar
☐ Videos are kept under 60 seconds where possible
☐ Subtitles or captions are included on all video posts
☐ Opening visuals are strong and attention-grabbing
☐ Retention rates are monitored in analytics
📌 Best Practice: Video can drive stronger engagement than static formats when the topic, quality, and audience fit are strong.
🚩 Red Flags
Talking-head videos with no visual variety
Videos longer than 2 minutes with low retention
Other Multimedia Formats
☐ Carousels are used regularly in the content mix
☐ Data visualizations and infographics are present
☐ Long-form content is repurposed into multimedia formats
☐ Carousel slides have a clear narrative or takeaway
📌 Best Practice: Carousels and visual formats can increase reach and engagement when they make complex ideas easier to understand.
📌 Firm Type Note: Focused Firms do not need high volumes of video or multimedia — consistency and clarity matter more than format variety.
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
______________________________________________________________________________________________________________________
7. Posting Cadence
Frequency & Consistency
☐ Company Page publishes consistently, with cadence aligned to firm structure
☐ Showcase Pages publish at least 1–2 posts per week where active and strategically justified
☐ No more than one post is published per day, unless there is a clear strategic reason
☐ No extended gaps (7+ days) in posting history unless intentional
☐ Content is balanced across categories (education, news, culture)
📌 Best Practice: Consistency matters more than volume. A lower, sustainable cadence will generally outperform bursts of activity followed by inactivity.
🚩 Red Flags
Burst posting followed by long inactivity
Posting only during major events or announcements
Typical Cadence by Firm Type
· Focused Firms: 1–2 posts per week is typically effective
· Multi-Market Firms: 2–4 posts per week
· Distributed Firms: 4–7+ posts per week, often across multiple contributors, initiatives, or audiences
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Golden Hours Check
☐ Posts are generally aligned to peak engagement windows (typically weekday mornings)
☐ Post timing aligns with the audience's primary time zone
☐ High-value content (announcements, thought leadership, video) is reserved for peak hours where possible
📌 Best Practice: Peak engagement windows are useful directional guidance, but timing should be validated against the firm's own audience behavior.
📌 Firm Type Note: Timing precision becomes more important in Distributed Firms with higher posting volume. Focused Firms should prioritize consistency first.
🚩 Red Flags
High-impact content posted outside peak hours
Posting at inconsistent times with unpredictable patterns
Audience time zone not considered in scheduling
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
__________________________________________________________________________________________________________________________________________
8. Engagement & Audience Behavior
Engagement Metrics
☐ Engagement rate is tracked and evaluated relative to content type, audience size, and posting frequency
☐ Link click-through rate (CTR) is tracked and reviewed
☐ Posts regularly generate comments (not just likes)
☐ Share rate indicates content is perceived as high value
Engagement Guide
3–5%
Strong Engagement
1–2%
Average Engagement
<1%
Low Engagement
📌 Best Practice: Benchmarks should be interpreted in context — firm structure, audience size, content type, and posting frequency all influence performance.
🚩 Red Flags
Posts with zero comments for multiple months
High impressions but persistently low engagement
Interpretation by Firm Type
· Focused Firms: Look for signs of resonance, such as comments, shares, and direct responses
· Multi-Market Firms: Look for consistency and upward trends across content themes
· Distributed Firms: Benchmark performance across formats, campaigns, practices, and audiences
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Audience Demographics
☐ Follower job titles align with the ideal client profile
☐ Top industries represented match target market
☐ Seniority levels reflect decision-maker or buyer persona
☐ Geographic distribution aligns with firm's service area
📌 Best Practice: Your audience should mirror your ideal client profile or talent pipeline.
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
__________________________________________________________________________________________________________________________________________

9. Showcase Page Audit
Page Purpose & Relevance
☐ Each Showcase Page supports a clear strategic business priority
☐ Audience is meaningfully distinct from the main Company Page
☐ Each page has sufficient content volume to justify its existence
☐ Total number of Showcase Pages aligns with the firm's ability to maintain them effectively
📌 Best Practice:
· Focused Firms: Often best served by a single Company Page
· Multi-Market Firms: 1–3 Showcase Pages may be appropriate if they serve distinct audiences
· Distributed Firms: Multiple pages can be effective when aligned to practice areas, initiatives, or audience segments
🚩 Red Flags
Pages with fewer than 500 followers
Pages posting less than 2× per month
Pages duplicating main page content
Performance & Activity
☐ Posting frequency meets minimum 2× per month
☐ Engagement rate is within healthy range (benchmark: 2–5%)
☐ Follower count is growing month-over-month
☐ Content quality is comparable to the main Company Page
📌 Best Practice: If a Showcase Page cannot sustain regular posting, consolidation should be considered.
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
10. Website & Cross-Platform Integration
Website Alignment Checklist
☐ All outbound links direct to relevant, specific landing pages (not just the homepage)
☐ UTM parameters are applied to all LinkedIn outbound links
☐ LinkedIn traffic is tracked and attributed in website analytics
☐ Messaging on LinkedIn is consistent with website copy and brand voice
☐ LinkedIn activity is coordinated with campaigns on other platforms
📌 Best Practice: Use UTM parameters on outbound links to measure LinkedIn-driven traffic and conversions more accurately.
🚩 Red Flags
All links point to the homepage only
No tracking or UTM parameters on outbound links
LinkedIn messaging conflicts with website positioning
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
__________________________________________________________________________________________________________________________________________

11. Employee / Attorney Engagement
Profile Optimization
☐ Key employee profiles have professional headshots
☐ About sections are complete and reflect firm messaging
☐ Profile headlines go beyond job title to include value proposition
☐ Individual profiles are consistent in tone and branding
☐ Key employees are posting or active on the platform
☐ Consider utilizing an employee advocacy program or tools to support coordinated content sharing across employees and partners
📌 Best Practice: Professional, complete attorney and employee profiles strengthen firm credibility and improve discoverability.
Amplification Behavior
☐ Employees regularly share or engage with firm posts
☐ Firm posts are amplified within 24–48 hours of publishing
☐ Senior leaders post original insights, not just reshares
☐ Leaders respond to or engage with comments on their posts
Guidance by Firm Type
· Focused Firms: A few active voices is sufficient
· Multi-Market Firms: Broader participation is encouraged
· Distributed Firms: Participation is often expected across teams, practices, or offices
📌 Note: Tools like SocialHP can help coordinate message sharing across employees and partners.
🚩 Red Flags
Firm posts receive no employee engagement
Senior leaders are inactive or invisible on LinkedIn
Score / Notes
Overall Rating: ☐ 1   ☐ 2   ☐ 3   ☐ 4   ☐ 5
Reviewer Notes:
___________________________________________________________
12. Summary & Recommendations
How to Calculate Your Score
Rate each section (1–5)
1.Add up your scores
2.Total Score = Sum of all section ratings (out of 70)
📌 Example: 52 / 70
Score Interpretation
· 60–70 → Excellent (high-performing, optimized program)
· 49–59 → Strong (solid foundation with clear optimization opportunities)
· 35–48 → Moderate (inconsistent execution, requires focus)
· 22–34 → Weak (significant gaps across key areas)
· <22 → Poor (foundational issues)
📌 Note: Scores should be interpreted in the context of firm structure (Focused, Multi-Market, Distributed).
Overall Score
______ / 70
Key Strengths
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Key Gaps
_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Top 5 Actions
______________________________________________________
1.______________________________________________________
2.______________________________________________________
3.______________________________________________________
4.______________________________________________________
5.
Need Help?
We're here to help you optimize your LinkedIn presence.
Whether you need a full LinkedIn audit, content strategy support, or hands-on training — the G2BSocial team is ready to help your firm stand out. Call us: 866.469.8130