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Alicia Humphreys: Your end-of-year social media audit
Social media expert Alicia Humphreys outlines how to review your online marketing and get ahead for January.
Let's be honest, December can feel like a blur of glitter, gift cards and “I'll sort that in the new year” energy. But before you switch off the out-of-office and roll into 2026, take a hot minute to give your social media a quick once-over.
Why? Because a little reflection now equals a lot more clarity in January. Here's your no-fluff, easy-to-follow guide to reviewing your socials and setting yourself up for success in the new year.
Step #1: Review what worked (and what flopped)
Go back through your content and check your analytics. Here's what to look for:
- Top-performing posts: What got the most likes, comments, saves or shares? Reels? Carousels? Personal stories? This is the content your audience wants more of.
- Underperforming posts: What fell flat? What took you ages but didn't really land? This helps you work smarter, not harder next year.
- Follower growth & engagement: Did your community grow? Are people commenting more or less? Look for trends, not just numbers.
Hot tip: If you're using Meta Business Suite or Metricool, they'll give you a simple breakdown to spot patterns fast.
Step #2: Do a digital tidy-up
December is the perfect time for a bit of social media spring cleaning:
- Update your bio. Is it still clear, current and aligned with what you offer now?
- Refresh your highlights. Remove anything outdated and add a few that guide new visitors (e.g. ‘About', ‘Book Now', ‘Reviews').
- Archive old content that no longer fits your brand, especially if you've had a glow-up this year!
- Check all your links. Make sure they still work and point to the right places.
Ask yourself:
- Was I consistent this year?
- Did my content align with my goals?
- What do I want social media to do for my business next year?
Maybe you want more engagement, more leads or to finally hand the whole thing over to a pro (hi!). Whatever your goal, it starts with getting honest about what hasn't been working.
Step #4: Get ahead for January
The scroll speeds up again fast in the New Year so be ready for it!
Plan your first two weeks of January content now. That way, you're not scrambling on the 2nd with a mince pie in one hand and your phone in the other.
Start teasing new offers, openings or changes in the final week of December, even if you're not officially back yet.
Set one clear intention for January. It could be to grow your list, reintroduce yourself or launch something new. Simplicity wins.
Final thought: Don't just show up – check in
Your socials are a living, breathing part of your business and they deserve a moment of reflection too. Even if you only do a few bits on this list, it'll help you hit the ground running with content that's clearer, more intentional and way more aligned.
Alicia Humphreys is Owner of Pink Fox Socials who help salons grow their social media presence and attract new customers. Check out their socials at @pinkfoxsocials.
