We provide a variety of services for our clients. Like many agencies, we tend to get the more complex tasks like developing content strategies and processes, managing ads and contests, developing higher-end creatives, or performing analytic measurement and calculating Return on Investment (ROI). But before we do anything, complex or mundane, we go back to the fundamentals. We perform a keyword audit, a site audit, and a social media audit. Some clients bring us in and say, “We’ve set our goals, so we know where we want to go. Give us a map to get us there.” I usually respond by saying, “A map isn’t going to do any good unless you know where you’re starting from.” In this article I’ll share what’s involved in a keyword, website, and social media audit. I’ll share some of the common issues that audits identify so that you can look for some of them, and see if it might be time for you to run and audit. Finally, I’ll share some of the insights and benefits an organization can gain from running regularly.