This document provides a 20-point checklist for auditing and benchmarking a company's Facebook page and their competitors' pages. The checklist includes evaluating aspects like the cover photo, profile photo, about section, customized URL, Facebook apps used, engagement rate, regular posting, interaction in posts, linking to the page from the website, and how the page is being used. The goal is to help companies audit how effectively they are using their Facebook page compared to competitors.

1. Trinetizen Media 2015
Facebook Page checklist
Use this checklist to audit your own brand pages and benchmark against your competitor’s brand pages
1. Does it have an engaging and professional Cover photo? (851X315 pixels)
2. Does it have a tagline or any demonstrated benefits on the cover photo?
3. Does it have an interesting Profile photo that is clear and easy to see? (160X160pixels)
4. Does the About (Short Description just below Profile photo) describe the company
concisely. (Option: Does it have your website address)
5. Is your entire About section filled with the benefits of your business and good
keywords?
6. Does the page have customized or vanity URL eg: fb.com/companyABC
7. Do you have Facebook Apps installed? How many and what do they do?
8. Do you have a Facebook App installed that will collect emails of potential clients, as a
lead generation tool?
9. What is the current Facebook engagement rate of your Page: People Talking About This
(PTAT) divided by total Likes? Is it over 2%? (PTAT is a rolling 7-day period, updated
every 24 hours, and includes all page likes, post likes/comments/shares, @ tags, wall
posts and event RSVPs.)
10. Is the Page admin posting regularly?
11. Is the Page admin asking questions, conducting polls, organizing contests or providing
tips?
12. Is the Page admin sharing photos and videos in posts to try and get engagement?
13. Is the Page admin tagging the faces of people in those photos?
14. Are people liking, sharing or commenting on the posts?
15. Is the Page admin responding to comments promptly?
16. Is the Page admin varying posts or regularly posting a themed post eg: Happy Monday,
Green Tip Tuesday, Friday Fun?
17. Is there unanswered posts on the Timeline?
18. Is the Page admin Liking other Pages that are related to the company eg: Subsidiaries,
Brand Ambassadors, Causes, CSR-related organizations, Partners.
19. Does the company’s website link to Facebook Page?
20. What is the company using Facebook for: awareness, branding, marketing, selling,
customer support, CEO thought leadership, photos and video tips, etc.